{"id":"https://openalex.org/W4256616396","doi":"https://doi.org/10.4018/978-1-4666-7357-1.ch045","title":"The Use of Humor in Award-Winning TV Commercials in Turkey","display_name":"The Use of Humor in Award-Winning TV Commercials in Turkey","publication_year":2015,"publication_date":"2015-01-01","ids":{"openalex":"https://openalex.org/W4256616396","doi":"https://doi.org/10.4018/978-1-4666-7357-1.ch045"},"language":"en","primary_location":{"id":"doi:10.4018/978-1-4666-7357-1.ch045","doi":"https://doi.org/10.4018/978-1-4666-7357-1.ch045","is_oa":false,"landing_page_url":"https://doi.org/10.4018/978-1-4666-7357-1.ch045","pdf_url":null,"source":{"id":"https://openalex.org/S4306463409","display_name":"IGI Global eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing and Consumer Behavior","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W2953757627","display_name":"Marketing and Consumer Behavior"},"type":"book-chapter","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5047155894","display_name":"Erdem Tatl\u0131","orcid":"https://orcid.org/0000-0002-7512-5532","observed_orcids":["https://orcid.org/0000-0002-7512-5532"]},"institutions":[{"id":"https://openalex.org/I53210213","display_name":"Istanbul Commerce University","ror":"https://ror.org/02v3kkq53","country_code":"TR","type":"education","lineage":["https://openalex.org/I53210213"]}],"countries":["TR"],"is_corresponding":false,"raw_author_name":"Erdem Tatli","raw_affiliation_strings":["\u0130stanbul Commerce University, Turkey"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"\u0130stanbul Commerce University, Turkey","institution_ids":["https://openalex.org/I53210213"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5081304080","display_name":"Urun Anil Ozdemir","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I197185219","display_name":"Istanbul K\u00fclt\u00fcr University","ror":"https://ror.org/05jvrwv37","country_code":"TR","type":"education","lineage":["https://openalex.org/I197185219"]}],"countries":["TR"],"is_corresponding":false,"raw_author_name":"Urun Anil Ozdemir","raw_affiliation_strings":["\u0130stanbul Culture University, Turkey"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"\u0130stanbul Culture University, Turkey","institution_ids":["https://openalex.org/I197185219"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":1,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":91,"max":95},"biblio":{"volume":null,"issue":null,"first_page":"972","last_page":"990"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11795","display_name":"Humor Studies and Applications","score":0.9926999807357788,"subfield":{"id":"https://openalex.org/subfields/3207","display_name":"Social Psychology"},"field":{"id":"https://openalex.org/fields/32","display_name":"Psychology"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11795","display_name":"Humor Studies and Applications","score":0.9926999807357788,"subfield":{"id":"https://openalex.org/subfields/3207","display_name":"Social Psychology"},"field":{"id":"https://openalex.org/fields/32","display_name":"Psychology"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13496","display_name":"Advertising and Communication Studies","score":0.002400000113993883,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12908","display_name":"Media, Gender, and Advertising","score":0.0015999999595806003,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/humor-in-advertising","display_name":"humor in advertising","score":0.9639999866485596},{"id":"https://openalex.org/keywords/television-advertising","display_name":"television advertising","score":0.847000002861023},{"id":"https://openalex.org/keywords/turkish-advertising","display_name":"Turkish advertising","score":0.8560000061988831},{"id":"https://openalex.org/keywords/product-categories","display_name":"product categories","score":0.6650000214576721},{"id":"https://openalex.org/keywords/food-advertising","display_name":"food advertising","score":0.9129999876022339},{"id":"https://openalex.org/keywords/banking-advertising","display_name":"banking advertising","score":0.6570000052452087}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.8100351095199585},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.6044695973396301},{"id":"https://openalex.org/C91306197","wikidata":"https://www.wikidata.org/wiki/Q45767","display_name":"Competition (biology)","level":2,"score":0.517082929611206},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.39561933279037476},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.257615864276886},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.21698525547981262},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C18903297","wikidata":"https://www.wikidata.org/wiki/Q7150","display_name":"Ecology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.4018/978-1-4666-7357-1.ch045","doi":"https://doi.org/10.4018/978-1-4666-7357-1.ch045","is_oa":false,"landing_page_url":"https://doi.org/10.4018/978-1-4666-7357-1.ch045","pdf_url":null,"source":{"id":"https://openalex.org/S4306463409","display_name":"IGI Global eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing and Consumer Behavior","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":79,"referenced_works":["https://openalex.org/W80006774","https://openalex.org/W96167583","https://openalex.org/W579240068","https://openalex.org/W614881310","https://openalex.org/W635565028","https://openalex.org/W652141255","https://openalex.org/W1496366316","https://openalex.org/W1510987677","https://openalex.org/W1546072031","https://openalex.org/W1556558560","https://openalex.org/W1573398584","https://openalex.org/W1607125416","https://openalex.org/W1637437975","https://openalex.org/W1749601410","https://openalex.org/W1965705700","https://openalex.org/W1968270426","https://openalex.org/W1976561260","https://openalex.org/W1985326159","https://openalex.org/W1987873318","https://openalex.org/W1997155957","https://openalex.org/W1997654917","https://openalex.org/W1998004035","https://openalex.org/W2000150998","https://openalex.org/W2004026387","https://openalex.org/W2004255104","https://openalex.org/W2012395745","https://openalex.org/W2018322213","https://openalex.org/W2023981416","https://openalex.org/W2034750308","https://openalex.org/W2035040004","https://openalex.org/W2044489891","https://openalex.org/W2045660898","https://openalex.org/W2049142973","https://openalex.org/W2049580391","https://openalex.org/W2056387501","https://openalex.org/W2057990903","https://openalex.org/W2059883188","https://openalex.org/W2064125065","https://openalex.org/W2065273736","https://openalex.org/W2073462200","https://openalex.org/W2077934993","https://openalex.org/W2080305133","https://openalex.org/W2082389197","https://openalex.org/W2090341200","https://openalex.org/W2097130494","https://openalex.org/W2114633921","https://openalex.org/W2116951516","https://openalex.org/W2120040606","https://openalex.org/W2124761544","https://openalex.org/W2152796808","https://openalex.org/W2153558508","https://openalex.org/W2156267029","https://openalex.org/W2156379293","https://openalex.org/W2163816565","https://openalex.org/W2164272831","https://openalex.org/W2167222893","https://openalex.org/W2167299034","https://openalex.org/W2167757406","https://openalex.org/W2317711102","https://openalex.org/W2319924984","https://openalex.org/W2322193690","https://openalex.org/W2322236506","https://openalex.org/W2322796001","https://openalex.org/W2327668498","https://openalex.org/W2332694823","https://openalex.org/W2411596409","https://openalex.org/W2417335046","https://openalex.org/W2502327410","https://openalex.org/W2591812558","https://openalex.org/W2897277779","https://openalex.org/W2903147552","https://openalex.org/W4205991764","https://openalex.org/W4251397336","https://openalex.org/W4288632222","https://openalex.org/W4296245061","https://openalex.org/W4412427644","https://openalex.org/W4412428184","https://openalex.org/W6764091153","https://openalex.org/W7166039152"],"related_works":["https://openalex.org/W1965705700","https://openalex.org/W2889706889","https://openalex.org/W2888373978","https://openalex.org/W3149430159","https://openalex.org/W7204939751","https://openalex.org/W67664175","https://openalex.org/W2023981416","https://openalex.org/W6945823098","https://openalex.org/W563446371","https://openalex.org/W2557979021"],"abstract_inverted_index":{"In":[0],"this":[1],"chapter,":[2],"the":[3,34,84,120,126,134],"award-winning":[4,85],"television":[5],"commercials":[6,23],"of":[7,17,20,36,111],"Turkey's":[8],"Cristal":[9],"Apple":[10],"Advertising":[11],"Competition":[12],"are":[13,24,30,55,87,106,124],"studied":[14],"in":[15,109,114,116,125,133],"terms":[16,110],"their":[18],"use":[19,113],"humor.":[21],"The":[22,52,129],"content":[25],"analyzed,":[26],"and":[27,38,42,46,49,65,68,80,94],"humorous":[28,53,91,122],"devices":[29,54,92,131],"organized":[31],"according":[32,57,71,89],"to":[33,58,72,90,139],"studies":[35],"Sterthal":[37],"Craig":[39],"(1973),":[40],"Kelly":[41],"Solomon":[43],"(1975),":[44],"Buijen":[45],"Valkenburg":[47],"(2004),":[48],"Yee":[50],"(2011).":[51],"listed":[56],"four":[59,73],"distinct":[60,74],"product":[61,95],"categories\u2014banking,":[62],"decoration,":[63],"detergents":[64],"household":[66],"cleaners,":[67],"foods\u2014and":[69],"determined":[70],"categories":[75],"designed":[76],"by":[77],"Weinberger,":[78],"Campbell,":[79],"Brody":[81],"(1994).":[82],"All":[83],"advertisements":[86,115,123,135],"analyzed":[88],"used":[93,132],"types":[96],"comparatively.":[97],"As":[98],"a":[99],"result,":[100],"it":[101],"is":[102],"observed":[103],"that":[104],"there":[105],"significant":[107],"differences":[108],"humor":[112,130],"different":[117],"sectors.":[118],"Accordingly,":[119],"most":[121],"food":[127],"sector.":[128],"differentiate":[136],"from":[137],"year":[138],"year.":[140]},"counts_by_year":[{"year":2026,"cited_by_count":1}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2022-05-12T00:00:00"}
