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Author: Τιμαμοπούλου, Άρτεμις
Title: Humor in advertising : a content analysis of Super Bowl's advertisements from the 70’s to the 20’s + (1969-2014).
Date Issued: 2018
Department: Διατμηματικό Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων
Supervisor: Χατζηθωμάς, Λεωνίδας
Abstract: Humor is one of the most employed techniques in advertising. The present study examines the evolution of humor and humor styles through a content analysis of actual Super Bowl advertisements combined with a historical and cultural analysis of the American society for a 45-year period. The results suggest a continuous increase of advertising humor since its acceptance as an effective advertising strategy in the 80‘s. Furthermore, it is suggested that the use of general humor is independent from a society‘s macro-environment; it is, indeed, humor styles that are influenced by and that, in turn, influence the historical and cultural environment within which a society grows
Keywords: Advertising humor
Super Bowl advertising
American culture
American history
Content analysis
Information: Διπλωματική εργασία--Πανεπιστήμιο Μακεδονίας, Θεσσαλονίκη, 2018
Appears in Collections:ΔΠΜΣ Διοίκηση Επιχειρήσεων (M)

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