The effects of culture and product type on the use of humor in Greek TV advertising : an application of Speck's humorous message taxonomy
Hatzithomas Leonidas, Boutsouki Christina, and Zotos Yorgos
Year of publication: |
2009
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Authors: | Leonidas, Hatzithomas ; Christina, Boutsouki ; Yorgos, Zotos |
Published in: |
Journal of current issues and research in advertising : JCIRA. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 1064-1734, ZDB-ID 1139776-7. - Vol. 31.2009, 1, p. 43-61
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Subject: | Fernsehwerbung | Television advertising | Humor | Markenimage | Brand image | Bibliometrie | Bibliometrics | Vergleich | Comparison | Griechenland | Greece | USA | United States |
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