Sie befinden Sich nicht im Netzwerk der Universität Paderborn. Der Zugriff auf elektronische Ressourcen ist gegebenenfalls nur via VPN oder Shibboleth (DFN-AAI) möglich. mehr Informationen...
The advertising of services: what is an appropriate role for humor?
Ist Teil von
The Journal of services marketing, 1998-12, Vol.12 (6), p.453-472
Ort / Verlag
Santa Barbara: MCB UP Ltd
Erscheinungsjahr
1998
Quelle
Alma/SFX Local Collection
Beschreibungen/Notizen
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 humorous elements. Unfortunately, not much attention has been focused specifically on the role of humor in the advertising of services. By using the available humor-related literature and synthesizing it with services marketing literature, a set of logically supported propositions was determined. Specifically, propositions are offered regarding the ability of humor to attract attention, increase comprehension, effect source credibility, and enhance liking. In addition, audience factors, the nature of the service product, the superiority of humor over non-humor, the relatedness of humor to the product and the extension of humor into the international marketplace are examined.