search query: @indexterm ADVERTISING / total: 1883
reference: 5 / 1883
| Author: | Pehlivan, E. Berthon, P. Pitt, L. |
| Title: | Ad bites: toward a theory of ironic advertising |
| Journal: | Journal of Advertising Research
2011 : JUN, VOL 51:2, p. 417-426 |
| Index terms: | advertising advertising research |
| Freeterms: | irony |
| Language: | eng |
| Abstract: | The article explores irony in advertising. Though irony is used in advertising, usually to create an edge or "bite" to the advertisement, there is not yet much research on it. This paper aims to define the construct of irony in advertising and to develop a theory to explain how irony works in advertisements. The authors further determine the relative efficancy of of an ironic message, by explaining the interaction between the message and its interpretation, and its interpretation. |
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