This study addresses a gap in the extensive scholarly literature on advertising humor by exploring advertisers’ uses of humor and explanations for its broad appeal as a message tactic throughout the previous century. The study’s sources consist mainly of articles published in the important advertising trade journal Printers’ Ink, supplemented with more recent articles from contemporary marketing and advertising trade journals. An examination of the evolution of professional thought regarding humor indicates that its use during various periods often represented a response to perceptions of changing societal factors and the consequential need to attract greater attention to advertising, the more frequent use of emotional versus rational appeals, the belief that advertising should entertain, changing perceptions of the role of advertising, and the content of the entertainment media.
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Advertising coffee with a joke a day. 1930. Printers’ Ink152 (11): 103.
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Alden, D. L., Wayne Hoyer, and Choi Lee. 1993. Identifying global and culture-specific dimensions of humor in advertising: A multinational analysis. Journal of Marketing57:64-75.
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Angelus, Ted. 1971. New product payout. Marketing Communications299 (1): 51-52.
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Bayer, Cary. 1984. A laugh a minute. Madison Avenue25 (11): 100-110.
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Bristol-Myers’ Alfred Hitchcock: His ‘personality’ sells what he derides. 1958. Printers’ Ink264 (3): 63-68.
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Burnett, Leo. 1962. Sampling the works of Leo Burnett. Printer’s Ink278 (10): 33-38.
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Burnett, M., R. Fisk, and D. A. Lunsford. 1987. Humorous appeals in television advertising: A content analysis. In Proceedings of summer educators’ conference, edited by S. P. Douglas. Chicago: American Marketing Association.
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Caples, John. 1975. 50 things I have learned in 50 years in advertising. Advertising Age46 (38): 47-48.
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Crowell, Peter P.1957. This campaign is screwy, but.... Printers’ Ink260 (5): 28-29.
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Curti, Merle. 1967. The changing concept of “human nature” in the literature of American advertising. Business History Review41:335-357.
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Della Femina, Jerry. 1971. The death of the creative revolution. Marketing Communications299 (2): 16.
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Department store advertising. 1902. Printers’ Ink38 (10): 8-10.
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Devaney, Polly. 2002. Cheerful super bowl ads mask a deeper malaise. Marketing Week, February 28, 36.
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Dever, Edward J.1951. Humor mixed with facts sells general product to special market. Printers’ Ink237 (5): 53-54, 58.
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Dickinson, Roy. 1928. An idea plus romance as a copy formula. Printers’ Ink145 (9): 5, 73-76.
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Donaton, Scott. 1999. No laughing matter: “Frat-boy” humor spreads into advertising. Advertising Age70 (47): 36.
Local ham jousts national brands on TV. 1959. Printers’ Ink267 (4): 53.
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Novelty. 1904. Printers’ Ink48 (1): 23-24.
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Novick, Steve. 2001. Advertising, pure and simple. Advertising Age72(46):29.
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Ogilvy, David. 1964. Confessions of an advertising man. New York:Atheneum.
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Ogilvy, David. 1985. Ogilvy on advertising. New York: Vintage Books.
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