Routledge Humor in Advertising: Classic Perspectives and New Insights

Humor in Advertising explores the multifaceted role of comedy in promotional campaigns, from high-profile television events like the Super Bowl to emerging digital platforms. This comprehensive Routledge volume synthesizes existing research whilst presenting cutting-edge investigations into how humour operates alongside emotional and sexual appeals in advertising strategies. The book examines why certain funny advertisements resonate with audiences and drive sales, whilst others fall flat despite their comedic elements. By combining classic theoretical frameworks with contemporary case studies, this resource offers both academics and marketing professionals essential insights into the psychology and effectiveness of humorous messaging across traditional and digital channels.