Humor in advertising : a comprehensive analysis /

Gulas and Weinberger (Wright State Univ. and Univ. of Massachusetts, respectively) have compiled an exhaustive volume on humor in advertising. Beginning with a discussion of advertising history, they present a meta-analysis of all aspects of humor. The chapter on characteristics of humor as a mechanism is followed by an in-depth review of relevant audience factors (e.g., demographics and psychographics) in relation to the use of humor. Also covered are variations with respect to media category, product type, message, and context. Peppered throughout are liberal examples of humor over time. From a research standpoint, the book is extremely valuable, applying a multitude of well-known constructs ranging from Freudian theory to the Elaboration Likelihood Model. The work concludes with an examination of methodological issues as well as a treatment of the all-important distinction between entertainment and offense. While the book is very readable, it is written at a fairly high level, and because of its extensive review of literature and statistical findings, is technical in style at times. Thus it is best suited for serious readers. ^BSumming Up: Highly recommended. Graduate students, faculty, researchers, and practitioners with a scholarly bent. S. D. Clark St. John's University (NY)