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Article
Looking in through Outdoor: A Socio-Cultural and Historical Perspective on the Evolution of Advertising Humour
International Journal of Advertising
  • Marc G. Weinberger
  • Charles S. Gulas, Wright State University - Main Campus
  • Michelle F. Weinberger
Document Type
Article
Publication Date
2-1-2015
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Abstract
This study examines the evolving acceptance and use of humour in advertising over the past century. Sociologists point to humour as an expression of the macro-societal mood. Consistent with this thesis, we analyse two data sets of outdoor advertisements that span over 100 years. We use a socio-cultural and historical perspective to understand the underlying drivers and changes in humour use at both the macro-cultural level and at the micro-industry level in the US. The results reveal the contextual interplay that led to changes in the acceptance of humorous advertisements as well as the evolution of humour styles and elements.
DOI
10.1080/02650487.2015.1006082
Citation Information
Marc G. Weinberger, Charles S. Gulas and Michelle F. Weinberger. "Looking in through Outdoor: A Socio-Cultural and Historical Perspective on the Evolution of Advertising Humour" International Journal of Advertising Vol. 34 Iss. 3 (2015) p. 447 - 472 ISSN: 02650487
Available at: http://works.bepress.com/charles_gulas/30/