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Let's Put a Smile on that Face: A Study on the Embeddedness of Humorous Advertisements
(2016)
The phenomenon of embeddedness has implications in the field of advertising, as the context in which ads are shown is one of the salient factors influencing their evaluation. The affect transfer hypothesis and 'mood as ...
Influence of media context on humorous advertising effectiveness
(Emerald Group Publishing Ltd., 2017)
Purpose: The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal ...