Humor in Advertising

Marc G. Weinberger is Professor Emeritus, Isenberg School of Management, University of Massachusetts Amherst, and Visiting Research Faculty at University of Georgia. He has published extensively in the major advertising journals and co-authored two books, Humor in Advertising: A Comprehensive Analysis and Effective Radio Advertising. His work explores advertising message effects and the sales impact of old and new media on brands.Charles S. Gulas is Professor of Marketing, Wright State University. He has published extensively on the topic of humor in advertising and has worked as a consultant for ad agencies in the U.S. and in Europe. Prior to pursuing a career in academia, he was a comedian and comedy club owner.Charles R. Taylor is John A. Murphy Professor of Marketing at Villanova University. He currently serves as Editor-in-Chief of International Journal of Advertising. Taylor has published extensively and has received the Ivan L. Preston Award for Outstanding Contribution to Research from the American Academy of Advertising and the Flemming Hansen Award for long-term impact on the advertising field from the European Advertising Academy.