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International Journal of Advertising
The Review of Marketing Communications
Volume 40, 2021 - Issue 2
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Articles

How morality judgments influence humor perceptions of prankvertising

Chingching Changa Department of Advertising, Taiwan Institute for Governance and Communication Research, National Chengchi University, Taipei, Taiwan;b Research Center for Humanities and Social Sciences, Academia Sinica, Taipei, TaiwanCorrespondence[email protected]
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Pages 246-271 | Received 16 Jul 2018, Accepted 18 May 2020, Published online: 09 Jun 2020

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