Appreciation of humor by shift in scenario in television commercials
Year of publication: |
2005
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Authors: | Lagerwerf, Luuk |
Published in: |
Advertising and communication : proceedings 4th International Conference on Research in Advertising (ICORIA), Saarland University, June 2 - 4, 2005, Saarbruecken. - Saarbrücken : Inst. for Consumer and Behavior Research, Saarland Univ., ISBN 3-00-016304-2. - 2005, p. 322-330
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Subject: | Fernsehwerbung | Television advertising | Humor | Werbewirkung | Advertising effects | Schätzung | Estimation | Niederlande | Netherlands |
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