Humor appeal in Egyptian TV commercials
Hassan, Rana / Abou Ouf, Mervat
Advertising is considered an effective communication channel which has a powerful effect on people''s buying behavior, perception and attitude towards specific goods or services. Advertising experts follow different criteria and techniques to make advertising messages effective. One of these techniques is deciding on the commercial appeal. Humor appeal is one of the famous techniques that advertisers follow to grasp people''s attention. Previo...