Tipos de humor en la publicidad impresa en Colombia

Humor is one of the most frequently used tools to persuade in advertising. Therefore, interest in studying humor's influence in the attitudes and behavior of individuals has increased. A revision of research projects regarding humor in advertising and its effects in persuation, attention, compr...

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Autores:
Cifuentes, Carolina María
Tipo de recurso:
Fecha de publicación:
2005
Institución:
Universidad Santo Tomás
Repositorio:
Repositorio Institucional USTA
Idioma:
spa
OAI Identifier:
oai:repository.usta.edu.co:11634/40099
Acceso en línea:
https://revistas.usantotomas.edu.co/index.php/diversitas/article/view/70
http://hdl.handle.net/11634/40099
Palabra clave:
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http://purl.org/coar/access_right/c_abf2
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spelling Cifuentes, Carolina María2022-01-18T16:43:18Z2022-01-18T16:43:18Z2005-06-30https://revistas.usantotomas.edu.co/index.php/diversitas/article/view/7010.15332/s1794-9998.2005.0001.03http://hdl.handle.net/11634/40099Humor is one of the most frequently used tools to persuade in advertising. Therefore, interest in studying humor's influence in the attitudes and behavior of individuals has increased. A revision of research projects regarding humor in advertising and its effects in persuation, attention, comprehension, attitudes and memory was performed as well as studies concerning humor and cultural factors, type of audience, media and type of product. A classification of humorous advertisement published in Colombia has been executed on account of bibliographical revisions and of the serialized tracking of the Semana Magazine; leading to the identification of three new categories. The proposed types of humor are: incongruity, hostile, surprise, pun, personification, phrases, allusions, comparation, rhymes, cartoons, skits and exaggeration. Index terms: advertising, humor in advertising, psychology, types of humor, attitudes.Una de las herramientas frecuentemente utilizadas por los publicistas para persuadir es el humor. De ahí el creciente interés por estudiar su influencia en el procesamiento, actitudes y comportamiento de los individuos. Se realizó una revisión de investigaciones sobre humor publicitario y sus efectos en la persuasión, atención, comprensión, actitudes y memoria, así como estudios sobre humor y factores culturales, de audiencia, medios masivos y tipos de producto. Se presenta una tipología de publicidad humorística impresa colombiana, producto de revisiones bibliográficas y del seguimiento del humor publicitario a través del tiempo en la revista Semana, identificando tres nuevas categorías. Los tipos de humor propuestos son: incongruencia, hostil, sorpresa, juego de palabras, personificación, frases, alusiones, comparación, rimas, caricaturas, obras y exageración.Palabras clave: publicidad, humor en publicidad, psicología, tipos de humor, actitudes.application/pdftext/htmlspaUniversidad Santo Tomás, Bogotá, Colombiahttps://revistas.usantotomas.edu.co/index.php/diversitas/article/view/70/69https://revistas.usantotomas.edu.co/index.php/diversitas/article/view/70/70Diversitas; Vol. 1 Núm. 1 (2005); 31-45Diversitas; Vol. 1 No. 1 (2005); 31-452256-30671794-9998Tipos de humor en la publicidad impresa en ColombiaHumour kinds in Colombian press publicityArtículo revisado por paresinfo:eu-repo/semantics/articlehttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_2df8fbb1http://purl.org/coar/access_right/c_abf211634/40099oai:repository.usta.edu.co:11634/400992023-07-14 16:00:36.701metadata only accessRepositorio Universidad Santo Tomásnoreply@usta.edu.co
dc.title.spa.fl_str_mv Tipos de humor en la publicidad impresa en Colombia
dc.title.alternative.eng.fl_str_mv Humour kinds in Colombian press publicity
title Tipos de humor en la publicidad impresa en Colombia
spellingShingle Tipos de humor en la publicidad impresa en Colombia
title_short Tipos de humor en la publicidad impresa en Colombia
title_full Tipos de humor en la publicidad impresa en Colombia
title_fullStr Tipos de humor en la publicidad impresa en Colombia
title_full_unstemmed Tipos de humor en la publicidad impresa en Colombia
title_sort Tipos de humor en la publicidad impresa en Colombia
dc.creator.fl_str_mv Cifuentes, Carolina María
dc.contributor.author.none.fl_str_mv Cifuentes, Carolina María
description Humor is one of the most frequently used tools to persuade in advertising. Therefore, interest in studying humor's influence in the attitudes and behavior of individuals has increased. A revision of research projects regarding humor in advertising and its effects in persuation, attention, comprehension, attitudes and memory was performed as well as studies concerning humor and cultural factors, type of audience, media and type of product. A classification of humorous advertisement published in Colombia has been executed on account of bibliographical revisions and of the serialized tracking of the Semana Magazine; leading to the identification of three new categories. The proposed types of humor are: incongruity, hostile, surprise, pun, personification, phrases, allusions, comparation, rhymes, cartoons, skits and exaggeration. Index terms: advertising, humor in advertising, psychology, types of humor, attitudes.
publishDate 2005
dc.date.issued.none.fl_str_mv 2005-06-30
dc.date.accessioned.none.fl_str_mv 2022-01-18T16:43:18Z
dc.date.available.none.fl_str_mv 2022-01-18T16:43:18Z
dc.type.spa.fl_str_mv Artículo revisado por pares
dc.type.coarversion.fl_str_mv http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_2df8fbb1
dc.type.drive.none.fl_str_mv info:eu-repo/semantics/article
dc.identifier.none.fl_str_mv https://revistas.usantotomas.edu.co/index.php/diversitas/article/view/70
10.15332/s1794-9998.2005.0001.03
dc.identifier.uri.none.fl_str_mv http://hdl.handle.net/11634/40099
url https://revistas.usantotomas.edu.co/index.php/diversitas/article/view/70
http://hdl.handle.net/11634/40099
identifier_str_mv 10.15332/s1794-9998.2005.0001.03
dc.language.iso.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://revistas.usantotomas.edu.co/index.php/diversitas/article/view/70/69
https://revistas.usantotomas.edu.co/index.php/diversitas/article/view/70/70
dc.relation.citationissue.spa.fl_str_mv Diversitas; Vol. 1 Núm. 1 (2005); 31-45
dc.relation.citationissue.eng.fl_str_mv Diversitas; Vol. 1 No. 1 (2005); 31-45
dc.relation.citationissue.none.fl_str_mv 2256-3067
1794-9998
dc.rights.coar.fl_str_mv http://purl.org/coar/access_right/c_abf2
rights_invalid_str_mv http://purl.org/coar/access_right/c_abf2
dc.format.mimetype.none.fl_str_mv application/pdf
text/html
dc.publisher.spa.fl_str_mv Universidad Santo Tomás, Bogotá, Colombia
institution Universidad Santo Tomás
repository.name.fl_str_mv Repositorio Universidad Santo Tomás
repository.mail.fl_str_mv noreply@usta.edu.co
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