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Weekly Updates(1.) Belch, G.E. and M.A. Belch. "An Investigation of the Effects of Repetition on Cognitive and Affective Reactions to Humorous and Serious Television Commercials." In Kinnear T.C., ed. Advances in Consumer Research, Association for Consumer Research, Provo, Utah, 11,1984,4-10.
(2.) Duncan, C.P. "Humor in Advertising: A Behavioral Perspective," Journal of the Academy of Marketing Science, 7(4),1979,285-306.
(3.) Duncan, C.P. and J.E. Nelson. "Effects of Humor in a Radio Advertising Experiment," Journal of Advertising, 14(2), 1985,33-40.
(4.) Gelb, B.D. and C.M. Pickett. "Attitude Toward-the-Ad: Links to Humor and to Advertising Effectiveness," Journal of Advertising, 12(2),1983,34-42.
(5.) Gruner, C.R. "On the Impossibility of Having a Taxonomy of Humor," paper presented at the Ninth International Conference on Humor and Laughter, Brock University, St. Catarines. Ontario, Canada, 1991.
(6.) Kelly, J.P. and P.J. Solomon "Humor in Television Advertising," Journal of Advertising 4(3) 1975,31-35.
(7.) Laskey, H.A., R.J. Fox and M.R. Crask. "Investigating the Impact of Executional Style on Television," Journal of Advertising Research, 34(6),1994,9-17.
(8.) Madden, T. and M. Weinberger. "The Effects of Humor on Attention in Magazine Advertising," Journal of Advertising, 11(3),1982,8-14.
(9.) Madden, T. and M. Weinberger. "Humor in Advertising: A Practitioner View," Journal of Advertising Research, 24(4), 1984,23-29.
(10.) Riech, D. "Waiting for Guffaw: A Serious Look at Humor and Why You Should Avoid It," Direct Marketing, April 1997, 36-38.
(11.) Speck, P.S. "On Humor and Humor in Advertising," unpublished doctoral dissertation, Texas Tech University, 1987.
(12.) Speck, P.S. "The Humorous Message Taxonomy: A Framework for the Study of Humorous Ads," Current Issues and Research in Advertising, 13(1&2), J.H. Leigh and C. Martin, Jr. eds., Ann Arbor, MI: Division of Research, Michigan Business School, University of Michigan, 1991, 1-44.
(13.) Stern, B. "Advertising Comedy in Electronic Drama: the Construct, Theory, and Taxonomy," European Journal of Marketing, 30(9), 1996, 37-60.
(14.) Sternthal, B. and S. Craig. "Humor in Advertising," Journal of Marketing, 37(4), 1973,12-18.
(15.) Stewart, D. and D. Furse. Effective Television Advertising, D.C. Health and Company, Lexington, MA, 1986.
(16.) Weinberger, M. and C. Gulas. "The Impact of Humor in Advertising: A Review," Journal of Advertising, 21(4), 1992, 35-60.
(17.) Weinberger, M. and L. Campbell. "The Use and Impact of Humor in Radio Advertising," Journal of Advertising Research, 31, December/January 1991, 44-52.
(18.) Weinberger, M., L. Spotts, L. Campbell and A. Parsons. "The Use and Effect of Humor in Different Advertising Media," Journal of Advertising Research, 35, May-June 1995, 44-57.
(19.) Zhang, Y. "Response to Humorous Advertising: The Moderating Effect of Need for Cognition," Journal of Advertising, 25(1), 1996,15-33.
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