haku: @author Perry, S. / yhteensä: 4
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| Tekijä: | Perry, S. |
| Otsikko: | Using humorous programs as a vehicle for humorous commercials |
| Lehti: | Journal of Communication
1997 : WINTER, VOL. 27:1, p. 20-39 |
| Asiasana: | SOFTWARE COMMERCIAL VEHICLES INDUSTRY COMMUNICATION |
| Kieli: | eng |
| Tiivistelmä: | Many programs and commercials use humour to entertain and persuade viewers. This research examines the effect of levels of humour in program context on commercials and the perceptions of the products they advertise. Effects of humour levels in the commercials themselves are examined, as are effects of gender on perception of humour and product image. Increased program humour was detrimental to recall of products advertised. Gender, however, interacted with program humour levels. |
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