The Humorous Message Taxonomy: A Framework for the Study of Humorous Ads
| Autor: | Paul Surgi Speck |
|---|---|
| Rok vydání: | 1991 |
| Předmět: |
Operationalization
ComputingMilieux_THECOMPUTINGPROFESSION genetic structures ComputingMilieux_PERSONALCOMPUTING Sample (statistics) Advertising GeneralLiterature_MISCELLANEOUS eye diseases fluids and secretions Taxonomy (general) Materials Chemistry Message type sense organs Communication effects Psychology |
| Zdroj: | Current Issues and Research in Advertising. 13:1-44 |
| ISSN: | 2165-820X 0163-3392 |
| DOI: | 10.1080/01633392.1991.10504957 |
| Popis: | This article suggests a new framework for the analysis of humor's communication effects, a model that accounts for differences in humor type, message type, and humor-message interaction. Specifically, it describes three humor processes and the five humor types that result from combining them. Next, by crossing humor types and message types, it develops a taxonomy of humorous message forms. This Humorous Message Taxonomy provides a conceptual, experimental, and managerial framework for analyzing humor's communication effects. The Humorous Message Taxonomy is used to compare a sample of humorous television commercials to those message types used in prior humor appeals research. Apparently the humorous message types that have been most frequently researched differ considerably from those that are normally aired on television. The two final sections recommend a program for the study of humor effects and offer guidelines for operationalizing and manipulating humor in subsequent research. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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