Looking in through outdoor: A socio-cultural and historical perspective on the evolution of advertising humour

Marc G. Weinberger, Charles S. Gulas, Michelle F. Weinberger

Research output: Contribution to journalArticle

15 Scopus citations

Abstract

This study examines the evolving acceptance and use of humour in advertising over the past century. Sociologists point to humour as an expression of the macro-societal mood. Consistent with this thesis, we analyse two data sets of outdoor advertisements that span over 100 years. We use a socio-cultural and historical perspective to understand the underlying drivers and changes in humour use at both the macrocultural level and at the micro-industry level in the US. The results reveal the contextual interplay that led to changes in the acceptance of humorous advertisements as well as the evolution of humour styles and elements.

Original languageEnglish (US)
Pages (from-to)447-472
Number of pages26
JournalInternational Journal of Advertising
Volume34
Issue number3
DOIs
StatePublished - Jan 1 2015

Keywords

  • Advertising history
  • Advertising humor
  • Content analysis
  • Cultural history
  • Outdoor advertising

ASJC Scopus subject areas

  • Communication
  • Marketing

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