Theme of Humor and Advertising Effectiveness on Indonesian Children’s Screens

DOI

10.2991/assehr.k.200331.175How to use a DOI?

Keywords

humor, advertising effectiveness

Abstract

Humor is of value as a means of communication in a broad sense. Although humor often appears in advertisements, researchers tend to treat humor for advertising effectiveness to explore the use of humor-based advertising appeal in advertisements aimed at Indonesian children. The author conducted a systematic review and synthesis of humor in advertising on elementary school children. The research framework highlights the need to focus on the theme of humor. Research propositions are developed to guide further research on humor in advertising effectiveness.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Naldo
AU  - Sri Rahayu
AU  - Hardika Widi Satria
PY  - 2020
DA  - 2020/04/03
TI  - Theme of Humor and Advertising Effectiveness on Indonesian Children’s Screens
BT  - Proceedings of the 3rd International Conference on Vocational Higher Education (ICVHE 2018)
PB  - Atlantis Press
SP  - 419
EP  - 423
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200331.175
DO  - 10.2991/assehr.k.200331.175
ID  - 2020
ER  -