Humor in advertising is known to enhance product liking, but this attitude change is often considered nonpredictive of product choice. Previous research relied exclusively on explicit self-report measures to assess attitudes and purchase intentions. The present research shows that unobtrusive association of a product with humor can affect…

The Toulmin model of argument was introduced in 1958 by British philosopher Stephen Toulmin in "The Uses of Argument" and adapted by compositionists in the late 1970s and early 1980s. Consisting of six parts--claim, support, warrant, backing, rebuttal, and qualifiers--the model provides a means for composition students "to describe the process by…

Pictorial humorous illustrations were found to have (1) no effects on information acquisition and on motivation, (2) positive effects on appeal, and (3) negative effects on persuasiveness. (PD)

This paper reports findings of a study examining the appreciation of editorial cartoons as a function of personal characteristics rather than group membership. The variables examined were self-consciousness and the ability to utilize humor as a coping mechanism. Appreciation of editorial cartoons during the 1992 presidential campaign was measured…