Departs from traditional positivist approaches to marketing research by adopting interpretative methods to analyse the visual/ verbal elements in print advertisements. Borrows from the humanistic disciplines of art and literary critical theory to show how verbal and visual elements work together...

Defines the construct of “comedy” in electronic advertisements, using drama theory to derive a taxonomy of comedic types. Summarizes the controversies that form the background of humour research and proposes a revision in terminology that distinguishes the stimulus (called “comedy”) from...

Male/female differences in financial media use are discussed. Using proprietary and academic studies, current knowledge about print and electronic sources of information favoured by upscale and downscale segments is summarised. Consumer goods retailers now entering the banking market use...