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3.1   A typological examination of effective humor for content marketing1

James Barry and Sandra Graça

Introduction

This chapter examines the effectiveness of applying various types of humor to advertising and social content from a derived typology of ten humor types. Interest in this subject stems from the fact that marketers are recognizing the power of connecting with their social audiences through storytelling, heartfelt inspiration, provocation and humor. In particular, humor in advertising dominates entertainment in spot television advertisements and social videos as social media metrics attest to its high performance in attention and engagement.2

Yet despite centuries of studying what makes a narrative funny, the complex nature of ...

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