Browsing by Subject "Primetime advertisements"
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Item The effect of humor and celebrity endorsement in television advertising(2005-05-21) Jiang, Ching-Shan; Choi, Sejung MarinaHumor and celebrity endorsement are commonly used communication strategies in advertising in the United States. The author uses content analysis to examine the television advertisements during the primetime. Findings indicates that humorous advertisements across different product categories, even in high involvement products. Furthermore, celebrity endorsers play a huge part in humorous advertisements