• Corpus ID: 167617597

The role of humor in television advertisement: A study regarding Portuguese consumers’ emotions and reactions

@inproceedings{Loureno2015TheRO,
  title={The role of humor in television advertisement: A study regarding Portuguese consumers’ emotions and reactions},
  author={In{\^e}s Lourenço},
  year={2015}
}

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The use of humor is quite prevalent in the promotion of US goods and services. Estimated expenditures on humorous advertisements are in the billions and a majority of advertisements may contain some
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When we think about humorous experience our attention is typically focused on its affective or emotional aspects. After all, jokes can liven up an evening or boost our egos at the expense of a
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We report 2 studies that examined how the strength of humorous advertising executions and their relevance to the brand claims in the advertisement influence consumer memory for the claims. We infer
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Although humor represents a critical advertising technique around the world, previous research has investigated only single point, retrospectively measured antecedents of perceived humor. Drawing on
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The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising
Abstract Few studies have tested models incorporating cognitive as well as affective mechanisms that help explain different levels of perceived humorousness in advertising (cf. Alden and Hoyer 1993;
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