search query: @author Stern, B. B. / total: 6
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| Author: | Stern, B. B. |
| Title: | Advertising comedy in electric drama: The construct, theory and taxonomy |
| Journal: | European Journal of Marketing
1996 : VOL. 30:9, p. 37-59 |
| Index terms: | ADVERTISING CONSUMERS ARTS RESEARCH THEORIES |
| Language: | eng |
| Abstract: | This paper uses drama theory to derive a taxonomy of comedic types, and defines a construct of "comedy" in electronic advertisements. Comedy advertisements may function as a means of socializing members of society into participation in a consumer culture. They organize consumption experience in reference to community behavioral norms and reinforce the norms by teaching members of the culture how to conform and that it is also good to conform. Advertising comedies create myths about goods and services that replace the ancient myths. Modern consumption myths perform the traditional functions of their predecessors. |
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