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The Impact of Allusion between Words and Image on the Observer’s Perception in Hyperadvertising | Journal of Business and Management
Journal of Business and Management

Journal of Business and Management

ISSN: 2291-1995 (Print)    ISSN: 2291-2002 (Online)

Volume 5 (2016), No. 1, Pages 20-29

DOI: 10.12735/jbm.v5i1p20

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The Impact of Allusion between Words and Image on the Observer’s Perception in Hyperadvertising

Andrea Wischmeyer1 

1Independent researcher (French, German Studies, Business Administration/Marketing), Germany

URL: http://dx.doi.org/10.12735/jbm.v5i1p20

To Cite this Article     Article Views: 220     Downloads: 171  Since deposited on 2016-07-26

Abstract

Humor in house advertising and hyperadvertising published by French advertising agencies includes more linguistic phenomena than business to business advertising, but only a few works in the literature have looked at the business to consumer context. This paper concentrates on wordplay and analyzes which specific linguistic elements are used in humorous agency advertising, how they strengthen brand value in comparison to nonhumorous advertising, and how more effective advertising can be designed. Major results are that the allusion between words and images is the most common kind of wordplay and that humor is employed in a test-in-process manner which leads to more choices of linguistic phenomena.

JEL Classifications: M37

Keywords: hyperadvertising, humor, wordplay, advertising, allusion between words and image

To Cite this Article: Wischmeyer, A. (2016). The impact of allusion between words and image on the observer’s perception in hyperadvertising. Journal of Business and Management, 5(1), 20-29. http://dx.doi.org/10.12735/jbm.v5i1p20

Copyright © Andrea Wischmeyer

Creative Commons License
This article is published under license to Science and Education Centre of North America. This is an Open Access article distributed under the terms of the Creative Commons Attribution 4.0 International License.

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The Impact of Allusion between Words and Image on the Observer’s Perception in Hyperadvertising
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