Humour—the strongest emotional appeal in advertising

Horňák, Pavel

dc.title	Humour—the strongest emotional appeal in advertising	en
dc.contributor.author	Horňák, Pavel
dc.relation.ispartof	Strategic Innovative Marketing
dc.identifier.issn	2198-7246 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.isbn	978-3-319-33863-7
dc.date.issued	2017
dc.citation.spage	259
dc.citation.epage	264
dc.event.title	4th International Conference on Strategic Innovative Marketing (IC-SIM)
dc.event.location	Mykonos
utb.event.state-en	Greece
utb.event.state-cs	Řecko
dc.event.sdate	2015-09-24
dc.event.edate	2015-09-27
dc.type	conferenceObject
dc.language.iso	en
dc.publisher	Springer International Publishing Ag
dc.identifier.doi	10.1007/978-3-319-33865-1_33
dc.relation.uri	https://link.springer.com/chapter/10.1007/978-3-319-33865-1_33
dc.subject	advertising	en
dc.subject	emotional appeal	en
dc.subject	humour	en
dc.subject	erotic	en
dc.subject	fear	en
dc.description.abstract	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.	en
utb.faculty	Faculty of Multimedia Communications
dc.identifier.uri	http://hdl.handle.net/10563/1010016
utb.identifier.rivid	RIV/70883521:28130/16:43874793!RIV17-MSM-28130___
utb.identifier.obdid	43875447
utb.identifier.wok	000405332300033
utb.source	S-wok
dc.date.accessioned	2020-11-27T13:06:14Z
dc.date.available	2020-11-27T13:06:14Z
utb.contributor.internalauthor	Horňák, Pavel
utb.fulltext.affiliation	Pavel Horňák Department of Marketing Communications, Faculty of Multimedia Communications, Tbu in Zlín, Czech Republic e-mail: pavel.hornak@uniba.sk
utb.fulltext.dates	-
utb.wos.affiliation	[Hornak, Pavel] Tomas Bata Univ Zlin, Fac Multimedia Commun, Dept Mkt Commun, Zlin, Czech Republic
utb.fulltext.faculty	Faculty of Multimedia Communications
utb.fulltext.ou	Department of Marketing Communications