International Journal of Advertising, Volume 38, Issue 7 (2019)

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International Journal of Advertising, Volume 38, Issue 7 (2019)

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Special Issue on Humor in Advertising, Guest Editors: Marc G. Weinberger, Charles S. Gulas

Introductions

Introduction
You must be joking: an introduction to the special issue on the use of humour in advertising
Marc G. Weinberger & Charles S. Gulas
Pages: 909-910
Published online: 13 Aug 2019
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Articles

Article
The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn?
Marc G. Weinberger & Charles S. Gulas
Pages: 911-956
Published online: 12 Aug 2019
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Article
Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China
Gary D. Gregory, Heather J. Crawford, Lu Lu & Liem Ngo
Pages: 957-978
Published online: 27 Mar 2019
AbstractforDoes humour travel? Advertising practices and audience effects in the United States and People’s Republic of China | Full Text | References | PDF (1.6 MB) | EPUB
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Article
Gendering conversational humor in advertising: an evolutionary explanation of the effects of spontaneous versus canned humor
Lachezar Ivanov, Martin Eisend & Tomas Bayon
Pages: 979-999
Published online: 31 May 2019
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Open Access
Article
Does sexual humor work on mars, but not on Venus? An exploration of consumer acceptance of sexually humorous advertising
James Mark Mayer, Piyush Kumar & Hye Jin Yoon
Pages: 1000-1024
Published online: 21 Jun 2019
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Article
Being funny is not enough: the influence of perceived humor and negative emotional reactions on brand attitudes
Caleb Warren, Erin Percival Carter & A. Peter McGraw
Pages: 1025-1045
Published online: 12 Jun 2019
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Article
Overlay ads in humorous online videos: it’s a matter of timing
Ivar Vermeulen, Ellen Droog & Christian Burgers
Pages: 1046-1066
Published online: 22 Jul 2019
AbstractforOverlay ads in humorous online videos: it’s a matter of timing | Full Text | References | PDF (1.5 MB) | EPUB
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