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ISSN: 1885-365X

The humor as a creativity factor in tv advertising

26th january 2009
21th april 2009

Abstract

The purpose of this research is to investigate whether the humor is a sufficiently important aspect of the advertising creativity in TV media. An experiment, where humor is compared with other methods recently used, has been designed to prove it. Creativity of the advertising messages specifically produced for the experiment is evaluated by a group of experts, who take into consideration a series of factors that are characteristic of general creativity and others that are fundamental for creativity focused on commercial communication.

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