Humor in the Advertising Business: Theory, Practice, and Wit

Humor in the Advertising Business: Theory, Practice, and Wit by Beard, Fred K.. paperback edition. ISBN: 9780742554269.

Beards Humor in the Advertising Business offers any reader who studies, teaches, creates, approves, or simply enjoys funny advertising a concise yet thorough exploration of how advertising humor works and what advertisers hope to accomplish with it. As one of advertisings most frequently used message tactics (U.S. advertisers alone may spend as much as $60 billion a year hoping they can make their audiences laugh!), humor is an admittedly complicated topic: One viewer may react very differently from another to the exact same ad? or an ad may get a laugh but not make a sale. Supported with dozens of the worlds funniest ads, insights from advertisings most successful creative strategists and artists, and decades of academic research? Humor in the Advertising Business presents an exploration of the whimsical side of modern advertising. Beard delivers more than a dry explanation of advertising humor. Readers who have chuckled or even laughed out loud at an advertisers wit (and, really, who hasnt? ) will find a highly readable homage here. Great as a supplemental text in Advertising Principles, Copywriting, and Advertising Strategy courses.