REFERENCES
- Bauerly , Ronald J. 1990 . “Humor in Advertising: Does the Product Class Matter?”, in ” . In Proceedings of the Atlantic Marketing Association Edited by: Kosenko , Rustan and Baer , Robert . 9 – 13 . Orlando, FL : Atlantic Marketing Association .
- Becker , Boris W. 1998 . “Media Advertising by Professionals: What We Know 20 Years Later,” . Journal of Professional Services Advertising , 16 ( 1 ) : 107 – 122 .
- Berman , Cheryl . 1997 . Humor in Advertising , 1997 AICP Lecture Series New York : The Museum of Modern Art . (June)
- Burnett , Melissa , Fisk , Raymond and Dale , A. 1987 . “Humorous Appeals in Television Advertising: A Content Analysis,” in ” . In Proceedings of Summer Educator's Conference Edited by: Susan , P. Douglas . Chicago : IL, American Marketing Association. . Lunsford
- Carroll , John . 1993 . “Rounding Up the Unusual Advertising Suspects,” . Adweek , 30 ( Sep 6 ) [New England Edition], p. 46
- Chattopadhyay , Amitava and Basu , Kunal . 1990 . “Humor in Advertising: The Moderating Role of Prior Brand Experience,” . Journal of Marketing Research , 27 ( November ) : 466 – 476 .
- Custer , Jeff . 1994/1995 . “Humor Roulette,” . American Advertising , 10 ( 4 ) : 16 – 17 .
- Crawford , Mary and Gressley , Diane . 1991 . “Creativity, Caring and Context Women's and Men's Accounts of Humor Preferences and Practices,” . Psychology of Women Quarterly , 15 : 217 – 231 .
- Eckmann , Kathy . 1998 . “Funny is Money in the Bank,” . Adweek , 19 ( March 2 ) (Atlanta), 6
- Enrico , Dottie . 1996 . “Comedy Wins American Express Campaign Applause,” USA TODAY Ad Track, http:www.usatoday.com/money/index/ad020.htm (12/01/96, 10:15 AM ET)
- Fletcher , Winston . 1995 . “The Effectiveness of Funny Ads Depends on the Brand,” . Campaign-London , December 15, 29
- Fugate , Douglas L. 1998 . “The Advertising of Services: What Is an Appropriate Role for Humor?” . Journal of Services Marketing , 12 ( 6 ) : 453 – 472 .
- Gelb , Betsy and Zinkham , George . 1985 . “The Effect of Repetition on Humor in a Radio Advertising Study,” . Journal of Advertising , 14 ( 4 ) : 13 – 20 . 68
- Goch , Lynna . 1998 . “Breaking Through,” . Best's Review , 99 ( October ) : 85 – 91 .
- Gorham , Joan and Christophel , Diane . 1990 . “The Relationship of Teachers' Use of Humor in the Classroom to Immediacy and Student learning,” . Communication Education , 39 ( January ) : 46 – 62 .
- Heinecke , Stu . 1997 . “Proof Positive: Humor Does Work,” . Direct Marketing , 60 ( October ) : 36
- Hite , Robert E. and Belizzi , J. A. 1986 . “Consumers' Attitudes Toward Lawyers and Physicians with Respect to Advertising Services,” . Journal of Advertising Research , 26 ( June/July ) : 45 – 54 .
- Hite , Robert E. and Fraser , Cynthia . 1988 . “Meta-analyses of Attitudes Toward Advertising by Professionals,” . Journal of Marketing , 52 ( July ) : 95 – 105 .
- Irons , Meghan . 1995 . “Humor in Advertising: Its No Joke,” . In The Voice HTTP://155.33.212.105/Voice/951026/Ads.HTML
- Kelley , Pat and Solomon , Paul . 1975 . “Humor in Television Advertising,” . Journal of Advertising , 4 : 33 – 35 .
- Lammers , H. Bruce , Liebowitz , Laura , Seymour , George and Hennessey , Judith . 1983 . “Humor and Cognitive Responses to Advertising Stimuli: A Trace Consolidation Approach,” . Journal of Business Research , 11 : 173 – 185 .
- Levere , Jane L. 1996 . “ Advertising: As On-Line Stock Trading Heats Up, So Do Ads ” . In The New York Times (April 11)
- Levinson , Jay C. 1996 . “Get Serious,” . Entrepreneur , (October), 102
- Madden , Thomas and Weinberger , Marc G. 1982 . “The Effects of Humor on Attention in Magazine Advertising,” . Journal of Advertising , 11 ( 3 ) : 8 – 14 .
- Madden , Thomas and Marc , G. 1984 . “Humor in Advertising: A Practitioner View,” . Journal of Advertising Research , 24 ( 4 ) : 23 – 29 .
- McCullough , Lynette and Taylor , Ronald K. 1993 . “Humor in American, British, and German Ads,” . Industrial Marketing Management , 22 : 17 – 28 .
- Naccarato , John L. and Neuendorf , Kimberly A. 1998 . “Content Analysis as a Predictive Methodology: Recall, Readership and Evaluations of Business-to-Business Print Advertising,” . Journal of Advertising Research , 38 ( May/June ) : 19 – 33 .
- Patterson , L. T. and Swerdlow , Robert . 1982 . “Should Lawyers Advertise?” . Academy of Marketing Science , 16 ( Summer ) : 314 – 328 .
- Perry , Stephen , Jenzowsky , Stefan A. , King , Cynthia M. , Yi , Huiuk , Bob Hester , Joe and Gartenschlaeger , Jeanne . 1997 . “Using Humorous Programs as a Vehicle for Humorous Commercials,” . Journal of Communication , 47 ( Winter ) : 20 – 39 .
- Philips , Lisa . 1992 . “Using Humor in Business Ads Can Get Ticklish,” . Business Marketing , 77 ( May ) : 56
- Rike , George . 1994 . “What's so Funny About That?” . Advertising Age , 65 ( May 16 ) : 32
- Robinson , Edward A. 1997 . “Frogs, Bears and Orgasms,” . Fortune , 135 ( June 9 ) : 153
- Scott , Cliff , Klein , David and Bryant , Jennings . 1990 . “Consumer Response to Humor in Advertising: A Series of Field Studies Using Behavioral Observation,” . Journal of Consumer Research , 16 ( March ) : 498 – 501 .
- Aysan , Sev'er and Ungar , Sheldon . 1997 . “No Laughing Matter,” . Journal of Higher Education , 68 ( January/February ) : 87 – 185 .
- Speck , Paul S. 1991 . “The Humorous Message Taxonomy: A Framework for the Study of Humorous Ads,” in ” . In Current Issues and Research in Advertising Edited by: Leigh , James H. and Martin , Claude R. Jr. Vol. 13 , Ann Arbor, MI : Michigan Business School. .
- Spotts , Harlan E. , Weinberger , Marc G. and Parsons , Amy L. 1997 . “Assessing the Use and Impact of Humor of Advertising Effectiveness: A Contingency Approach,” . Journal of Advertising , 26 ( 3 ) : 17 – 32 .
- Sternthal , Brian and Craig , Samuel . 1973 . “Humor in Advertising,” . Journal of Marketing , 37 ( 4 ) : 12 – 18 .
- Sutherland , John and Middleton , Lisa A. 1983 . “The Effect of Humor on Advertising Credibility and Recall of the Advertising Message,” in ” . In Proceedings of the 1983 Convention of the American Academy of Advertising Lawrence, KS : University of Kansas. .
- Svebak , S. 1974a . “Revised Questionnaire on the Sense of Humor,” . Scandinavian Journal of Psychology , : 99 – 107 . (15)
- Svebak , S. 1974b . “A Theory of Sense of Humor.” . Scandinavian Journal of Psychology , : 99 – 107 . (15)
- Wells , Melanie . 1997 . “Ad Humor Often No Laughing Matter,” . USA TODAY , 1 : 2 (September 17), B
- Wells , Melanie and Spotts , Harlan E. 1989 . “Humor in U.S. versus U. K. TV Advertising,” . Journal of Advertising , 18 ( 2 ) : 39 – 44 .
- Weinberger , Marc and Campbell , Leland . 1991 . “The Use and Impact of Humor in Radio Advertising,” . Journal of Advertising Research , 31 ( December/January ) : 44 – 52 .
- Weinberger , Marc and Gulas , Charles . 1992 . “The Impact of Humor in Advertising: A Review,” . Journal of Advertising , 21 ( December ) : 35 – 59 .
- Weinberger , Harlan Spotts , Campbell , Leland and Parsons , Amy . 1995 . “The Use and Effect of Humor in Different Advertising Media,” . Journal of Advertising Research , : 44 – 56 . (May/June)
- Wolfe , David B. 1998 . “Boomer Humor,” . American Demographics , 20 ( July ) : 22 – 23 .
- Zhang , Yong . 1996 . “Responses to Humorous Advertising: The Moderating Effect of Need for Cognition,” . Journal of Marketing , 25 ( 1 ) : 15 – 33 .