The use of humor in award-winning TV commercials in Turkey

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dc.contributor.authorTatlı, Erdem
dc.contributor.authorÖzdemir, Ürün Anıl
dc.date.accessioned2020-11-21T15:57:18Z
dc.date.available2020-11-21T15:57:18Z
dc.date.issued2015en_US
dc.departmentİstanbul Ticaret Üniversitesien_US
dc.description.abstractIn this chapter, the award-winning television commercials of Turkey's Cristal Apple Advertising Competition are studied in terms of their use of humor. The commercials are content analyzed, and humorous devices are organized according to the studies of Sterthal and Craig (1973), Kelly and Solomon (1975), Buijen and Valkenburg (2004), and Yee (2011). The humorous devices are listed according to four distinct product categories-banking, decoration, detergents and household cleaners, and foods-and determined according to four distinct categories designed by Weinberger, Campbell, and Brody (1994). All the award-winning advertisements are analyzed according to humorous devices used and product types comparatively. As a result, it is observed that there are significant differences in terms of humor use in advertisements in different sectors. Accordingly, the most humorous advertisements are in the food sector. The humor devices used in the advertisements differentiate from year to year. © 2015 by IGI Global. All rights reserved.en_US
dc.identifier.doi10.4018/978-1-4666-7357-1.ch045en_US
dc.identifier.endpage990en_US
dc.identifier.isbn9781466673588
dc.identifier.isbn1466673575
dc.identifier.isbn9781466673571
dc.identifier.scopus2-s2.0-84946003222en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage972en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-4666-7357-1.ch045
dc.identifier.urihttps://hdl.handle.net/11467/4245
dc.identifier.volume02.Apren_US
dc.identifier.wosWOS:000415921700046en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofMarketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applicationsen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleThe use of humor in award-winning TV commercials in Turkeyen_US
dc.typeBook Chapteren_US

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