Download or read book Gender Effects of Sexual Humor in Advertising written by Harold Goetz and published by . This book was released on 1989 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Since our early days of childhood, we have often heard "No two people are alike." We look, sound and act differently from each other. Common sense would tell us that different stimuli would effect us, for lack of better terminology, differently. Humor has its own differing effects. Whereas some people may laugh so hard from a joke that their eyes may begin to tear, others may be offended and insulted at the very same joke, or may not find it funny at all. Humor is very popular in advertising. Estimates for the use of humor in advertising range from 15% to 42% of all advertisements (Kelly & Solomon, 1975; Madden & Weinberger, 1984). It would seem that humor must have some type of effect upon viewers/readers/etc. for it to be used so often. The question raised, however, is "Are all people affected similarly by sexual humor in advertising?" Doubtful, but to answer this question, we must first review how and why humor works in regard to advertising. Later, we will address the main question of this study - "How are men and women affected by sexual humor in advertising?" As we will see, men and women do not always react similarly to humorous advertising. This study attempts to identify a style of humor men and women are affected by (sexual humor), and how their reactions vary. If the basic principle of humor is "intent to be humorous", it is important to review the relationships to be studied in analyzing reactions to humor in advertising. One key variable is perceived humor. Just because an ad was designed to be humorous, not everyone will feel it actually was. Although this study will not focus on degrees of perceived humor, it is important to note that the advertisements used in this study were pre-tested for humorous content. This study focuses on several variables that humorous advertising may affect. The variables to be studied include: attitudes toward the brand, product and the ad, recall of the product, brand and the commercial's copy points, purchase intention, irritation elicited by the advertisement, attention paid to the ad and the number of counterarguments generated by the individual's response to the message. Chapter 1 presents a discussion of how humor has been operationalized in the past, while chapter 2 offers a look at humor's effects in the field of advertising. Chapter 3 more presents a review of studies related to humor and gender, while chapter 4 offers some ideas as to how humor works. Hypotheses for this study are offered in chapter 5 with the methodology discussed in chapter 6. Results and a discussion follow in chapters 7 and 8, respectively"--Leaves 1-2

Download or read book Humor in Advertising written by Marc G. Weinberger and published by Routledge. This book was released on 2021-06-21 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis is placed on defining humorous advertising and types of humor used, as well as outlining what conditions work for advertisers. The chapters examine humor in advertising and add insights on several cutting-edge issues in this stream of research. An overview article summarizing the overall body of literature accumulated over 50 years of research on humorous advertising defines types of humorous appeals. The degree to which humor is effective and the boundary conditions associated with when and how it works best in advertising is discussed. New research articles further contribute to cumulative knowledge by exploring the interaction of humor with other issues and techniques such as whether it travels internationally, gender issues, its use in conjunction with emotional and sexual appeals, and its presence in the digital contexts. The book concludes with an in-depth look at the evolution of humorous appeals over the oldest traditional advertising medium—outdoor advertising. The chapters in this book were originally published in International Journal of Advertising.

Download or read book Does Sexual Humor Work on Mars But Not on Venus Exploring Consumer Acceptance of Sexually Humorous Advertising by Gendered Brands written by James Mayer and published by . This book was released on 2015 with total page 23 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this paper, two studies demonstrate that the efficacy of sexual humor in advertising is more complicated than the conventional wisdom of “works for males, but not for females." The findings suggest that males and females tend not to exhibit significant differences in sexual humor evaluation (how funny is this?) but that advertising utilizing sexual humor is more likely (less likely) to generate positive attitudes (do I like this advertisement/brand?) when a masculine (feminine) brand is communicating with male (female) consumers. However, brand gender differences and the resultant consumer attitudinal differences can be eliminated through the use of gender-atypical brand personality. Taken together, the results show that the mere presence of sexual humor does not drive gender-based differences in advertising response; rather, it appears to be the fit of such humor with brand personality.

Download or read book Humor in Advertising written by Charles S. Gulas and published by M.E. Sharpe. This book was released on 2006 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Sex Stereotyping in Advertising written by Alice E. Courtney and published by Lexington, Mass. : Lexington Books. This book was released on 1983 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Learning to Sell Sex ism written by Aileen O'Driscoll and published by Springer. This book was released on 2018-10-29 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents the first in-depth exploration into the gendered attitudes and worldviews of advertising students. Offering a significant contribution to other cultural sociological works concerning the cultural and creative industries, Learning to Sell Sex(ism) adds further weight to the argument that it is imperative that we look closely at the people who create media texts in order to better account for and challenge sexist media content. In this study, such media creators are the advertising industry’s next generation of practitioners and creatives. Involving a mix of in-depth questionnaires, qualitative surveys, interviews with students, observational data, as well as an examination of the components comprising advertising modules, O’Driscoll documents the dominant gendered discourses articulated by advertising students and offers an opportunity for the advertising educational sector to reflect on how it might play its part in reducing stereotypical and sexist content emanating from the industry. Learning to Sell Sex(ism) will be of interest to students and scholars across a range of disciplines, including media studies, gender studies, sociology, cultural studies and marketing.

Download or read book Current Research on Gender Issues in Advertising written by Yorgos Zotos and published by Routledge. This book was released on 2020-10-12 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gender stereotypes are general beliefs about sex-linked traits and roles, psychological characteristics, and behaviors, all of which contribute towards describing women and men. Gender role stereotyping in advertising has been a critical topic since the 1970s, and there is a long-lasting debate between advertisers and sociologists about the role and the social nature of advertising. Although changing role structures in the family and the labor force have brought significant variation in both male and female roles, it has been noted that there is a cultural lag in advertising, where men and women were, for a long period of time, depicted in more traditional roles. This book extends the research on gender stereotypes in advertising over the past 20 years, highlighting key themes such as attitude towards sex and nudity in advertising; women in decorative roles; the changing roles of women and men in advertising; and the viewpoints of those advertising professionals who design campaigns. This book was originally published as a special issue of the International Journal of Advertising.

Download or read book Sex in Advertising written by Tom Reichert and published by Routledge. This book was released on 2014-04-04 with total page 307 pages. Available in PDF, EPUB and Kindle. Book excerpt: A volume of scholarly research & viewpoints on how sexual appeals function in the current advertising environment. Offers answers as to why the use of sex is so prevalent. For scholars & students in advertising, media studies, mass comm, rhetoric.

Download or read book The International Encyclopedia of Media Effects 4 Volume Set written by Patrick Rössler and published by John Wiley & Sons. This book was released on 2017-03-06 with total page 2184 pages. Available in PDF, EPUB and Kindle. Book excerpt: The International Encyclopedia of Media Effects presents a comprehensive collection of the most up-to-date research on the uses and impacts of media throughout the world. Provides the definitive resource on the most recent findings of media effects research Covers all aspects of the uses and impact of media, utilizing empirical, psychological, and critical research approaches to the field Features over 200 entries contributed by leading international scholars in their associated fields Offers invaluable insights to for students, scholars and professionals studying and working in related fields, and will stimulate new scholarship in emerging fields such as the Internet, Social Media and Mobile Communication Part of The Wiley Blackwell-ICA International Encyclopedias of Communication series, published in conjunction with the International Communication Association. Online version available at Wiley Online Library.

Download or read book An Introduction to the Psychology of Humor written by Janet M. Gibson and published by Routledge. This book was released on 2019-01-31 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: An Introduction to the Psychology of Humor provides a comprehensive and accessible overview of psychologists’ research on humor. Drawing on research from a variety of psychological perspectives, from cognitive and biological to social and developmental, the book explores factors that affect our detection, comprehension, liking, and use of humor. Throughout the book, theories and paradigms of humor are explored, with each chapter dedicated to a distinct field of psychological research. Covering topics including humor development in children and older adults, humor’s effectiveness in advertisements, cross-cultural psychology and humor’s functions in the workplace, the book addresses the challenges psychologists face in defining and studying humor despite it being a universal and often daily experience. Featuring a wealth of student-friendly features, including learning objectives and classroom activities, An Introduction to the Psychology of Humor is an essential read for all students of humor.

Download or read book Feminists Feminisms and Advertising written by Kim Golombisky and published by Lexington Books. This book was released on 2017-10-16 with total page 409 pages. Available in PDF, EPUB and Kindle. Book excerpt: Women and advertising are both globally ubiquitous. Yet advertising remains one of the most unabashedly misogynist, heterosexist, and racist industries. This edited volume of original unpublished chapters is the first ever to offer explicitly feminist views on advertising. Feminists, Feminisms, and Advertising provides feminist analyses of the historical relationships between the advertising industry and the women’s movement in the United States. Contributors consider the ways that advertisers encode race, ethnicity, gender, and heteronormativity into advertising practices and messages exported around the world. They further explore the ways that intersectional audiences such as women of color, Latinas, and lesbian and gay audiences decode, reinterpret, resist, and subvert advertising. With this book, the editors and contributors address the present lack of feminist scholarship, research, knowledge, or curriculum in advertising, and begin a more honest dialogue about diversity and intersectional gender in the advertising academy as well as the advertising industry.

Download or read book Sex Stereotyping in Advertising written by Alice E. Courtney and published by . This book was released on 1980 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Handbook of Gender Sex and Media written by Karen Ross and published by John Wiley & Sons. This book was released on 2013-12-04 with total page 608 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Gender, Sex and Media offers original insights into the complex set of relations which exist between gender, sex, sexualities and the media, and in doing so, showcases new research at the forefront of media and communication practice and theory. Brings together a collection of new, cutting-edge research exploring a number of different facets of the broad relationship between gender and media Moves beyond associating gender with man/woman and instead considers the relationship between the construction of gender norms, biological sex and the mediation of sex and sexuality Offers genuinely new insights into the complicated and complex set of relations which exist between gender, sex, sexualities and the media Essay topics range from the continuing sexism of TV advertising to ways in which the internet is facilitating the (re)invention of our sexual selves.

Download or read book Advertising and Violence written by Nora J. Rifon and published by Routledge. This book was released on 2014-12-18 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising and Violence identifies and analyzes the important issues related to violence in advertising and its overall effects on society. The book is based on a widely cited special issue of the Journal of Advertising and includes eight new chapters that expand the book's coverage. The objective of the book is to compile a compendium of current thinking, perspectives, theoretical viewpoints, and research relevant to the violence and advertising interface. The chapter authors, all notable experts in the field, take a multidisciplinary approach that incorporates perspectives from disciplines other than marketing in order to provide a broad-based view of how advertising and violence coalesce and the policy implications of this juxtaposition.

Download or read book Let s Get Zesty written by and published by . This book was released on 2014 with total page 87 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sexual appeals have a long history of use in advertising. Despite this reality, research on their effectiveness yields mixed results in support of their application. Humor appeals are also commonplace in today's advertising messages, being incorporated in up to 30 percent of advertisements (Weinberger, Spotts, Campbell, & Parsons, 1995). The purpose of the current study was to assess the potential interactional effects of humor appeals and sexual appeals in strategic advertising. An online survey, presenting a variety of sexual and humor appeals, was used to determine the effectiveness of these messages. Specifically, advertisements were assessed to determine their potential impact on (a) attention, (b) recall, (c) associative networks, and (d) behavioral intention of their audience. Hierarchical Ordinary Least Squares (OLS) Regression was used and indicated that humor offset viewers' beliefs that advertisements with sexual appeals were inappropriate. Humor significantly increased viewers' attention to advertisements as well as influenced behavioral intention to purchase products. Sexual appeal and humor appeal triggered viewers' associative networks. Sexual appeal, humor appeal, along with the interaction of sexual appeal and humor appeal led to viewers' enhanced recall of these advertisements.

Download or read book Humor in the Advertising Business written by Fred K. Beard and published by Rowman & Littlefield. This book was released on 2008 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Beard's Humor in the Advertising Business offers a concise yet thorough exploration of how advertising humor works. As one of advertising's most frequently used tactics, humor is an admittedly complicated topic. Supported with dozens of the world's funniest ads, insights from creative strategists and artists, and decades of research, Humor in the Advertising Business surveys the whimsical side of modern advertising. Great as a supplemental text in Advertising Principles, Copywriting, and Advertising Strategy courses.

Download or read book Sexual Humour in Africa written by Ignatius Chukwumah and published by Routledge. This book was released on 2022-03-31 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the types, discourse modes, and effects of sex jokes in different African contexts, in a range of different cultural forms, from the internet to music, books, films, advertising, and images, thus filling the existing void in literature on the subject. Arguing that sex jokes are used to perform a number of functions in African society, the contributors show how they can be used to perpetuate violence against women, construct spaces, resist oppression, create conformity, build affiliations, and subvert morality. They consider jokes from Egypt, Ghana, Nigeria, Kenya, and Zambia in a range of forms including queer sex jokes, rape jokes, performed sex jokes, gendered humour, and resistance sex humour. The book places particular emphasis on the impact of new media platforms and the anonymity they provide. Providing an important analysis of this tabooed but culturally important facet of everyday life, this book will be of interest to scholars of African culture and society from a range of disciplines, including anthropology, gender studies, literary studies, and sociology.