Humor in Advertising - a Comprehensive Analysis.pdf - Advertising - scullytailedsquirrel

Humor in

Advertising

Humor in

COMPREHENSIVE

ANALYSIS

CHARLES S. GULAS AND MARC G. WEINBERGER

. E.Sharpe

Armonk, New York

London, England

Advertising

iv FOUNDATIONAL ASPECTS OF SERVICE-DOMINANT MARKETING

VODKA. ABSOLUT COUNTRY OF SWEDEN VODKA & LOGO, ABSOLUT,

ABSOLUT BOTTLE DESIGN AND ABSOLUT CALLIGRAPHY ARE TRADEMARKS

OWNED BY V&S VIN & SPRIT AB (publ).

2005 V&S VIN & SPRIT AB (publ).

without written permission from the publisher, M.E. Sharpe, Inc.,

80 Business Park Drive, Armonk, New York 10504.

Library of Congress Cataloging-in-Publication Data

Gulas, Charles S., 1962–

Humor in advertising : a comprehensive analysis / by Charles S. Gulas and Marc G. Weinberger.

p. cm.

Includes bibliographical references and index.

ISBN 0-7656-1613-0 (cloth : alk. paper)

1. Humor in advertising. I. Weinberger, Marc G. II. Title.

HF5821.G87 2006

659.1’02’07—dc22

2005017678

Printed in the United States of America

The paper used in this publication meets the minimum requirements of

American National Standard for Information Sciences

Permanence of Paper for Printed Library Materials,

ANSI Z 39.48-1984.

M (c) 10

ABSOLUT

We dedicate this book to our wives, Diane Gulas and Sharon Weinberger,

who have always provided the love, support, and understanding needed to

sustain our writing, and to our loving children, Christine and Joseph Gulas

and Michelle and Dan Weinberger, who have provided us with great joy and

satisfaction. We also dedicate this book to our mothers, Betty Gulas and

Minnette Lewis, and in memory of our fathers, Joseph Gulas and Larry

Weinberger. Our parents always encouraged us to study, to learn, and to strive

to do our best.

Humor in Advertising - a Comprehensive Analysis.pdf