{"title":"Disparaging humorous advertising: A bibliometric review","authors":"Maria C. Voutsa","doi":"10.1080/13527266.2024.2397648","DOIUrl":null,"url":null,"abstract":"The proliferation of disparaging humorous advertising (DHA) has garnered significant interest among researchers due to its dual potential to engage and offend audiences. Its potential to alienate a...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"36 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/13527266.2024.2397648","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
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Abstract
The proliferation of disparaging humorous advertising (DHA) has garnered significant interest among researchers due to its dual potential to engage and offend audiences. Its potential to alienate a...
期刊介绍：
The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.
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