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Journal of Current Issues & Research in Advertising Volume 31, 2009 - Issue 2
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Original Articles

Using Humor in Conjunction with Negative Consequences in Advertising

Kevin E. Voss Ph.D. Williams S. Spears School of Business, Oklahoma State University, USA; Washington State University, USA
Pages 25-39 | Published online: 07 May 2012

Citations (14)

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Read on this site (4)

Marc G. Weinberger & Charles S. Gulas. (2019) The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn?. International Journal of Advertising 38:7, pages 911-956.
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Fanny V. Dobrenova, Sonja Grabner-Kräuter, Sandra Diehl & Ralf Terlutter. (2019) The use of advertising appeals in breast cancer detection messages: a web content analysis. Women & Health 59:8, pages 867-882.
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Irina Alexandra Iles & Xiaoli Nan. (2017) It’s no laughing matter: An exploratory study of the use of ironic versus sarcastic humor in health-related advertising messages. Health Marketing Quarterly 34:3, pages 187-201.
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Hye Jin Yoon & SpencerF. Tinkham. (2013) Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement. Journal of Advertising 42:1, pages 30-41.
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Articles from other publishers (10)

Sergio Pérez-Castaños & Juana María Ruiloba-Núñez. (2023) Once More, with Feeling! Digital Campaigns and Emotional Candidacies in X in Andalusia and Castilla y León. Social Sciences 12:9, pages 504.
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Saleem Alhabash, Yao Dong, Charlotte Moureaud, Iago S. Muraro & John B. Hertig. (2022) Effects of Fear and Humor Appeals in Public Service Announcements (PSAs) on Intentions to Purchase Medications via Social Media. International Journal of Environmental Research and Public Health 19:19, pages 12340.
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Isha Kharub, Michael Lwin, Aila Khan, Omar Mubin & Suleman Shahid. (2022) The Effectiveness of Robot-Enacted Messages to Reduce the Consumption of High-Sugar Energy Drinks. Informatics 9:2, pages 49.
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Taina Vuorela, Sari Alatalo, Eeva-Liisa Oikarinen & Anne Poutiainen. (2020) Young consumers' views on humorous BELFcommunication. Corporate Communications: An International Journal 26:2, pages 265-278.
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Nick Carcioppolo, Aurora Occa & Elena V. Chudnovskaya. (2020) When is it OK to Joke? Adding humor to fear-based colonoscopy screening messages may increase compliance. HUMOR 33:4, pages 581-602.
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Nick Carcioppolo, Cong Li, Elena V. Chudnovskaya, Rebecca Kharsa, Tyler Stephan & Kelly Nickel. (2016) The Comparative Efficacy of a Hybrid Guilt-Fear Appeal and a Traditional Fear Appeal to Influence HPV Vaccination Intentions. Communication Research 44:3, pages 437-458.
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Eeva-Liisa Oikarinen. 2017. Advances in Advertising Research (Vol. VII). Advances in Advertising Research (Vol. VII) 167 181 .
Eeva-Liisa Oikarinen & Saila Saraniemi. (2016) Categorizing Humorous Employer Brand Message in a Small Company’s Online Job Ads. Corporate Reputation Review 19:3, pages 198-218.
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Eeva-Liisa Oikarinen & Magnus Söderlund. (2021) The Effects of Humour in Online Recruitment Advertising. Australasian Marketing Journal 24:3, pages 180-186.
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Ashesh Mukherjee & Laurette Dubé. (2012) Mixing emotions: The use of humor in fear advertising. Journal of Consumer Behaviour 11:2, pages 147-161.
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