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Humor in Advertising
Brian Sternthal and C. Samuel Craig
Journal of Marketing
Vol. 37, No. 4 (Oct., 1973), pp. 12-18
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250353
Page Count: 7
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Although advertisers have employed humor extensively as the motivational basis for their appeals, relatively little is known about the persuasive effect of humor. This article assesses the role of humor in persuasion and suggests an approach to future humor research.
Journal of Marketing © 1973 American Marketing Association