TOC: Intl J Adv
Introduction
International Journal of Advertising, 38(7)
You must be joking: an introduction to the special issue on the use of humour in advertising
–Marc G. Weinberger & Charles S. Gulas [] []
The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn?
–Marc G. Weinberger & Charles S. Gulas [] []
Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China
–Gary D. Gregory, Heather J. Crawford, Lu Lu & Liem Ngo [] []
Gendering conversational humor in advertising: an evolutionary explanation of the effects of spontaneous versus canned humor | Open Access
–Lachezar Ivanov, Martin Eisend & Tomas Bayon [] []
Does sexual humor work on mars, but not on Venus? An exploration of consumer acceptance of sexually humorous advertising
–James Mark Mayer, Piyush Kumar & Hye Jin Yoon [] []
Being funny is not enough: the influence of perceived humor and negative emotional reactions on brand attitudes
–Caleb Warren, Erin Percival Carter & A. Peter McGraw [] []
Overlay ads in humorous online videos: it’s a matter of timing | Open Access
–Ivar Vermeulen, Ellen Droog & Christian Burgers [] []