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.
|Name||Advances in Social Science, Education and Humanities Research|
|Conference||3rd International Conference on Vocational Higher Education (ICVHE 2018)|
|Period||2/08/18 → 4/08/18|
- advertising effectiveness