Humour effects in South African advertising
This paper develops the idea of humour as a multidimensional construct and attempts to examine its effects when used as a strategy of advertising. A conceptualisation of humour based on previous research is presented. The humour taxonomy is used to categorise a sample of advertisements appearing on...
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| Главные авторы: | , |
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| Формат: | Artigo |
| Язык: | Inglês |
| Опубликовано: |
University of Johannesburg
2022-10-01
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| Серии: | Communicare |
| Предметы: | |
| Online-ссылка: | https://journals.uj.ac.za/index.php/jcsa/article/view/1868 |
| Метки: |
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