You must be joking: an introduction to the special issue on the use of humour in advertising

被引：1

作者：

Weinberger, Marc G. ^{[1
]}

Gulas, Charles S. ^{[2
]}

机构：

[1] Univ Massachusetts, Isenberg Sch Management, 121 Presidents Dr, Amherst, MA 01003 USA

[2] Wright State Univ, Raj Soin Coll Business, Dayton, OH 45435 USA

来源：

INTERNATIONAL JOURNAL OF ADVERTISING | 2019年 / 38卷 / 07期

关键词：

humour; humour in advertising;

D O I：

10.1080/02650487.2019.1652526

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper provides an overview of the complexity of humour. It also provides an introduction to the Special Issue on the use of humour in advertising.

引用

页码：909 / 910

页数：2

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