The Role of Humorous Initiative Advertisement in Film and Television Advertising

DOI

10.2991/icadce-18.2018.68How to use a DOI?

Keywords

cold humor; curiosity; creative point; absurd

Abstract

The paper analyzes the types of humor in TV commercials, including regular humor, cold humor and absurd humor. Through these types of case studies, consumers can deeply understand the benefits of using these kinds of humor to make advertisement. At the end, this paper analyzes the role of humorous advertising from the perspective of consumers and aesthetics. Nowadays, more and more companies like to use this method to make advertisements.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Haiying Chen
PY  - 2018/07
DA  - 2018/07
TI  - The Role of Humorous Initiative Advertisement in Film and Television Advertising
BT  - Proceedings of the 4th International Conference on Arts, Design and Contemporary Education (ICADCE 2018)
PB  - Atlantis Press
SP  - 323
EP  - 325
SN  - 2352-5398
UR  - https://doi.org/10.2991/icadce-18.2018.68
DO  - 10.2991/icadce-18.2018.68
ID  - Chen2018/07
ER  -