Peer reviewed
ERIC Number: EJ419861
Record Type: Journal
Publication Date: 1989
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0196-3031
EISSN: N/A
Humor and Comparatives in Ads for High- and Low-Involvement Products.
Wu, Bob T. W.; And Others
Journalism Quarterly, v66 n3 p653-61,780 Fall 1989
Investigates the effectiveness of humor in advertising, comparative advertising, and consumer involvement with the product. Finds that humorous ads are more eye catching but less impressive and less sufficient in information than nonhumorous ads. Finds the performance of comparative ads is generally negative and especially so in the high involvement product situation. (RS)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A