Not All Claps and Cheers

James Barry; Sandra S. Graca

doi:10.4324/9781315277288

Not All Claps and Cheers

James Barry
, Sandra S. Graca

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

This chapter examines the effectiveness of applying various types of humor to advertising and social content from a derived typology of ten humor types. Interest in this subject stems from the fact that marketers are recognizing the power of connecting with their social audiences through storytelling, heartfelt inspiration, provocation and humor. In particular, humor in advertising dominates entertainment in spot television advertisements and social videos as social media metrics attest to its high performance in attention and engagement.

Original language	American English
Title of host publication	Not All Claps and Cheers
Subtitle of host publication	Humor in Business and Society Relationships
Editors	Francois Maon, Adam Lindgreen, Joelle Vanhamme, Robert J. Angell, Juliet Memery
Publisher	Taylor and Francis
Chapter	3.1
Number of pages	22
Edition	1
ISBN (Electronic)	9781315277288
DOIs	https://doi.org/10.4324/9781315277288
State	Published - Feb 15 2018

Disciplines

Business

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http://nsuworks.nova.edu/hcbe_facbooks/154

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title = "Not All Claps and Cheers",

abstract = "This chapter examines the effectiveness of applying various types of humor to advertising and social content from a derived typology of ten humor types. Interest in this subject stems from the fact that marketers are recognizing the power of connecting with their social audiences through storytelling, heartfelt inspiration, provocation and humor. In particular, humor in advertising dominates entertainment in spot television advertisements and social videos as social media metrics attest to its high performance in attention and engagement.",

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AU - Graca, Sandra S.

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AB - This chapter examines the effectiveness of applying various types of humor to advertising and social content from a derived typology of ten humor types. Interest in this subject stems from the fact that marketers are recognizing the power of connecting with their social audiences through storytelling, heartfelt inspiration, provocation and humor. In particular, humor in advertising dominates entertainment in spot television advertisements and social videos as social media metrics attest to its high performance in attention and engagement.

U2 - 10.4324/9781315277288

DO - 10.4324/9781315277288

M3 - Chapter

BT - Not All Claps and Cheers

A2 - Maon, Francois

A2 - Lindgreen, Adam

A2 - Vanhamme, Joelle

A2 - Angell, Robert J.

A2 - Memery, Juliet

PB - Taylor and Francis

ER -

Not All Claps and Cheers

Abstract

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