Literaturnachweis - Detailanzeige
Autor/inn/en | Perry, Stephen D.; und weitere |
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Titel | Using Humorous Programs as a Vehicle for Humorous Commercials. |
Quelle | In: Journal of Communication, 47 (1997) 1, S.20-40 |
Sprache | englisch |
Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
ISSN | 0021-9916 |
Schlagwörter | Communication Research; Content Analysis; Higher Education; Humor; Persuasive Discourse; Sex Differences; Television Commercials; Television Viewing |
Abstract | Shows that an increased level of humor in commercials was beneficial to recall and purchase intention; increased humor in the television program was detrimental to recall of products advertised; and gender interacted with program humor levels, such that products were viewed less negatively by men when they were exposed to commercials in a more humorous program context. (SR) |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
Update | 2004/1/01 |