Humour—The Strongest Emotional Appeal in Advertising
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F16%3A43874793" target="_blank" >RIV/70883521:28130/16:43874793 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Humour—The Strongest Emotional Appeal in Advertising
Original language description
Humour, along with erotic, sex and fear belongs to the strongest emotional appeals in advertising. Inconsistency – departure from the standard, moments of surprise, in connection with kindness (perhaps even the satirical form), with intellectual humour, but in the first place in the connection with necessary creativity and originality, I consider to be the fundamental characteristics of humour. It is necessary to use humour in advertising in the context with objective and focus group of advertising.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50802 - Media and socio-cultural communication
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Springer Proceedings in Business and Economics
ISBN
978-3-319-33863-7
ISSN
2198-7246
e-ISSN
neuvedeno
Number of pages
6
Pages from-to
259-264
Publisher name
Springer International Publishing Switzerland
Place of publication
Cham
Event location
Mykonos
Event date
Sep 24, 2015
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000405332300033