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Research on the Humor Advertisement Comparison between National and Abroad

Author: MouLiLi
Tutor: WeiJu
School: Liaoning University
Course: Communication
Keywords: Humorous ads Advertising comparison Humor ads contrast between national and abroad
CLC: H315
Type: Master's thesis
Year: 2011
Downloads: 202
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Abstract

As American scholar Waterloo once said“humor is a kind of ability which can be used to fully express the sense of humor; the power of humor is an art which can advance mutual relationship and improve yourself to make a sincere evaluation once you utilize humor.”Humor is a sort of affective need of human ,which always be wanted to develop a happy and free atmosphere and can also bring us spiritual ease and emotional relaxation whether at work or in our daily life. Therefore, the advertisement, as a medium, would play a quite important role to get a perfect and successful advertising effect if humor technique could be melt into .Whether advertisement is regarded as a way to sale products or service or as an access to setting up an image of enterprise.The humorous effect and the value of humorous ads have been arousing more and more concern and support in our society. Tracing back price—winning works coming from five globally renowned advertising program ,humor advertisements have been occupying in a large proportion, During currently several Cannes Advertising Festivals, many works won the price due to inserting easy and simple, obvious and clear humorous plots. Moreover, one in three of other priced works also employed humor technique. It is necessary that our national TV ads and billboards are also full of humor elements that give rise to such an enormous effect that more and more related advertising workers pay much attention to this technique. However, our national humorous ads greatly influenced by traditional culture have never reached to top level because of delayed development as well as cultural divisions. Compared with abroad humorous ads, ours still have huge space to improve and fill.The thesis is based on the existing humorous ads researches trying to find out concrete and explicit weaknesses and flaws of national ads by contrast with abroad. As follows, three major parts will be given. In the first part, comparison will be illustrated from the perspective of different cognitive reasons of humor given by national and abroad. In the second part, analysis will be given from the intension of humor advertising. In the last part, I will compare from the extension of humor advertising. The purpose of this thesis is that it is able to give a hand to all advertising workers through analyzing great differences existing in national and abroad humor ads. What’s more, it can also pave a broad way for our nationally humorous ads’progress and advancement.

Research on the Humor Advertisement Comparison between National and Abroad

Abstract

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