Beard's Humor in the Advertising Business offers a concise yet thorough exploration of how advertising humor works. As one of advertising's most frequently used tactics, humor is an admittedly complicated topic. Supported with dozens of the world's funniest ads, insights from creative strategists and artists, and decades of research, Humor in the Advertising Business surveys the whimsical side of modern advertising. Great as a supplemental text in Advertising Principles, Copywriting, and Advertising Strategy courses.

This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and extends the concept to new areas such as political marketing, green marketing and the arts.

"Subliminal perception debunked, senior citizen advertising comes of age, Mona Lisa goes commercial, and male ad image changes are questioned! These and a host of other insightful, informative essays comprise this volume. Numerous advertising and marketing scholars united to bring the reader some of their most instructive, stimulating and entertaining works." "Advertising today, more than ever, is a field filled with change, challenge, and controversy. For about a decade, the Popular Culture Association's Advertising Area has proved to be a forum for a variety of topics that highlight advertising's impact on culture and society. This volume stems from a proposal to collect into a book some of the papers presented at PCA Conferences in the Advertising Area from 1985-1989. Authors represent a variety of interests and research areas." "While original plans did not call for any specific topic divisions in this volume, the articles do present variety, though somewhat loosely categorized. In general, these categories fall under the broad umbrella of popular culture studies. Besides the familiar historical and critical presentations, articles of controversy and interest are included, such as the one on subliminal advertising. Some of these articles attempt to debunk previously written pieces and serve as a stepping stone to much further discussion." "All-in-all, you will find something to amuse, amaze, inform and stimulate in this volume of advertising variety and versatility."--BOOK JACKET.

The Encyclopedia of Humor Studies explores the concept of humor in history and modern society in the United States and internationally. This work’s scope encompasses the humor of children, adults, and even nonhuman primates throughout the ages, from crude jokes and simple slapstick to sophisticated word play and ironic parody and satire. As an academic social history, it includes the perspectives of a wide range of disciplines, including sociology, child development, social psychology, life style history, communication, and entertainment media. Readers will develop an understanding of the importance of humor as it has developed globally throughout history and appreciate its effects on child and adult development, especially in the areas of health, creativity, social development, and imagination. This two-volume set is available in both print and electronic formats. Features & Benefits: The General Editor also serves as Editor-in-Chief of HUMOR: International Journal of Humor Research for The International Society for Humor Studies. The book’s 335 articles are organized in A-to-Z fashion in two volumes (approximately 1,000 pages). This work is enhanced by an introduction by the General Editor, a Foreword, a list of the articles and contributors, and a Reader’s Guide that groups related entries thematically. A Chronology of Humor, a Resource Guide, and a detailed Index are included. Each entry concludes with References/Further Readings and cross references to related entries. The Index, Reader’s Guide themes, and cross references between and among related entries combine to provide robust search-and-browse features in the electronic version. This two-volume, A-to-Z set provides a general, non-technical resource for students and researchers in such diverse fields as communication and media studies, sociology and anthropology, social and cognitive psychology, history, literature and linguistics, and popular culture and folklore. Key Themes: Anthropology, Folklore, and Ethnicity Antiquity Components of Humor Culture Entertainment Industry History Literature and Major Literary Figures Performing Arts Philosophy and Religion Politics Psychology Clinical and Counseling Psychology Cognition Developmental Psychology General Psychology Health Psychology Interpersonal Relationships Motivation and Emotion Neuropsychology Personality and Social Psychology Tests and Measurement Professions Business World Education Law Humor Theory Linguistics Mathematics, Computer Science, and the Internet National, Ethnic, and Regional Humor Africa Americas Asia Europe Middle East Physiology and Biology Sociology Visual Humor

Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.

An inside story of local, regional and global advertising in the Middle East. Grounded in empirical research and theories, this book explores the evolution of advertising practices, audiences, digital media and communication technologies in increasingly complex MENA environments. Advertising in MENA Goes Digital draws on empirical research and theories to explore how the adoption of digital technology in the Middle East and North Africa, through information and communication technologies, social media and mobile, have shaped creative advertising solutions. Through key case studies of marketing in the pan-Arab market from regional and global brands as Procter & Gamble, Olay, Vimto, and MTV Arabia, the book sheds light on the intricate relationship between technological and societal development and advertising practice. It examines cultural constituents such as humor, religion and gender, political advertising driven by the new wave of democracy in the region and digital activism, technological and digital transformations and the economic ways advertising support new media start-ups. Supported by examples and campaigns, the book discusses the way global or regional brands standardized or localized their messaging while adopting international techniques but market-oriented solutions. The book will key reading for scholars and students in advertising, marketing, business, journalism, cultural studies and media in addition to Middle East Studies. It is also an essential text for media and marketing communication industry professionals, and will appeal to those interested in the global-local dichotomy and promotional communications.

EduGorilla Publication is a trusted name in the education sector, committed to empowering learners with high-quality study materials and resources. Specializing in competitive exams and academic support, EduGorilla provides comprehensive and well-structured content tailored to meet the needs of students across various streams and levels.

This volume is a compilation of research presented at the 19th International Conference in Advertising (ICORIA), held in Bordeaux (France) in June 2021. Renowned scholars from around the globe share their knowledge and contribute to state-of-the-art research on advertising research. This volume is intended to academic, professional and student readership. About the Editors Alexandra Vignolles is Associate Professor of Marketing at INSEEC Bordeaux and currently Dean of Academic Affairs at INSEEC MSc & MBA. Her research addresses consumer behavior, nostalgia and retrobranding. She has published in high-ranked journals. Martin K. J. Waiguny is Professor of Consumer Behaviour and Marketing at the IMC University of Applied Sciences Krems and currently the Academic Head of the university. His research addresses mainly our behaviour with new media like games, social media, and other entertainment formats. Furthermore, he researches children's consumer behaviour. The Journal of Advertising, Media psychology, Young Consumers, Australasian Marketing Journal among others are outlets where this research is published.

In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.

This edited volume brings together a range of contributions solely on the linguistics of humour. Rather than favour one approach, this collection of articles gives a state-of-the-art picture of current directions in pragmatic humour studies. The contributors assume multifarious theoretical perspectives and discuss a wide array of issues germane to different types of humour across discourse domains. Consequently, the whole gamut of humorous forms and mechanisms are elucidated, such as surrealist irony, incongruity in register humour, mechanisms of pun formation, as well as interpersonal functions of conversational humour. In addition, the papers address diversified manifestations of humour, such as puns in Shakespeare’s plays, gendered jokes on the Internet, sexuality in anti-proverbs, Woody Allen’s prose, humour in “Friends”, and parody by Monty Python’s Flying Circus. Most importantly, the chapters offer new research findings and advocate novel theoretical conceptualisations of humorous phenomena, drawing on the wealth of existing scholarship. Therefore, the volume is bound to serve as a well of knowledge and inspiration for both seasoned and beginning researchers with interests in the pragmatics of humour.