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L'utilisation et l'effet de l'humour en publicité

Author

Listed:
  • Marc Weinberger

    (Université de Massachusetts - UMASS - University of Massachusetts System)

  • Harland Spotts

    (Université de Boston)

  • Leland Campbell

    (Université de Boston)

  • Amy Parson

    (Université de Massachusetts - UMASS - University of Massachusetts System)

Abstract

Certains disent qu'il existe des règles d'or à respecter dans la vie ou dans la publicité. Toutefois, pour reprendre les propos d'un dirigeant avisé, "un cochon aveugle peut trouver des truffes, mais il lui sera plus facile de les trouver dans une forêt de chênes" (4). L'objectif de cette étude est de comprendre où la forêt de chênes est située dans le contexte de l'humour, et de savoir si l'argent dépensé s'est transformé en truffes. L'objectif n'est pas de découvrir la règle d'or, mais d'en savoir plus sur ce qui a été fait dans le passé, et dans quels cas l'utilisation de l'humour a été un succès ou un échec.

Suggested Citation

  • Marc Weinberger & Harland Spotts & Leland Campbell & Amy Parson, 1995. "L'utilisation et l'effet de l'humour en publicité," Post-Print halshs-02926628, HAL.
    • Handle: RePEc:hal:journl:halshs-02926628
    DOI: 10.7193/DM.004.27.33
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