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Keywords: humour in advertising
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Journal Articles
International Journal of Wine Marketing (2005) 17 (3): 25–38.
Published: 01 March 2005
... appeal, the results emphasizing the risky nature of the humorous appeal. Rational, emotional, fear, and scarcity appeals made no impact on the findings. © Emerald Group Publishing Limited 2005 Alcohol advertising regulation Ready‐to‐Drink (RTD) beverages advertising complaints humour...
