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Keywords: Hijacked advertising
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Journal Articles
The effect of disparaging humor and offensiveness in hijacked advertising: the moderating effect of ad hijacking recognition
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (4): 433–443.
Published: 23 March 2020
...Sweta Thota; Ricardo Villarreal Purpose What happens when an ad parody is created with subtle, professional changes to text and imagery, making it almost indistinguishable from the original corporate brand ad? This paper labels this limiting condition of ad parodies as hijacked advertising. Can...
