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Chapter 1 Introduction Chapter 2 1 Historic Attempts at Advertising Humor Chapter 3 2 Theoretically, What's So Funny? Chapter 4 3 Why Typology Is a Funny Word Chapter 5 4 How Does Silly Sell? Chapter 6 5 When Humorous Ads Aren't Funny Chapter 7 6 Campaigns That Made Audiences Laugh ... and Buy Chapter 8 Selected Bibliography Chapter 9 Selected Creative Credits and Awards
Fred K. Beard is professor of advertising at the Gaylord College of Journalism and Mass Communication at the University of Oklahoma.
In today's world of multi-channel marketing, humorous advertising breaks through the clutter and builds equity by enhancing brand awareness and attitudes. However, humorous advertising can also backfire. Responding to the need for a deeper understanding of humor in advertising, Fred Beard clearly describes the positives and negatives of this frequently used marketing strategy in the well-written and fun-to-read Humor in the Advertising Business. Avoiding excessive technicality, he intersperses theory with interesting cases and illustrations that keep the reader focused on how the material presented can be applied to real-world marketing strategy. -- Dana L. Alden, Shidler College of Business, University of Hawai'i With extensive use of examples, summaries, and illustrations, the book is well-suited for students, academics, and practitioners. . . . Highly Recommended. * CHOICE, March 2008 * Fred Beard's book is a delightful romp through a century of business advertising, capturing both the highlights and the low points of what makes us laugh. It is destined to become a standard reference book for anyone conducting serious research on the topic of advertising humor or trying to write short stories, novels, scripts, or advertising copy. Humor in the Advertising Business-the first comprehensive treatment of advertising humor in several decades, and, like its predecessors, full of illustrations, insights, and drollness-should be required supplemental reading for many advertising and promotion courses taught throughout the US. -- Douglas L. Fugate, Western Kentucky University