Humor and Advertising I. Introduction Advertising is one of the critical marketing variables which marketers use to differentiate products in a cluttered marketplace. In order to increase the effectiveness of advertising for a product, advertising messages should be unique and meaningful. This concurs with the von Restorff effect, which concludes that interference is minimized by the presentation of a unique item in a group of similar items. Companies have attempted to use many vehicles to …showed first 75 words of 3126 total…

…showed last 75 words of 3126 total…Schumann, David. “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement.” Journal of Consumer Research September 1983. 135-146. Soter, Tom. “What’s Funny.” SHOOT 28 July 1995. 27-30. Tyson, Elaine. “How to Use Humor to Get Them to Subscribe.” Folio: Special Sourcebook Issue 1995 1995. 175. Zhang, Yong. “Responses to Advertising: The Moderating Effects of Need for Cognition.” Journal of Advertising Spring 1996 15-32. Zinkhan, George M. “The Use of Parody in Advertising.” Journal of Advertising Research September 1994. III-VIII.