Ad Bites
本文定义了讽刺广告的构念并发展出理论，解释信息与解读如何互动决定讽刺传播的效果，为从业者和研究者提供指导。
<h3>ABSTRACT</h3> Irony is employed to add edge or bite to advertising—to make it stand out. Yet the irony of ironic advertising is that it is used but not thoroughly understood; practiced but not well researched. In this study, the authors set out to remedy this failing by laying the foundations of research into ironic advertising. Specifically, they define a construct and then develop a theory that explains how ironic advertising works. From this, they develop a series of propositions that specify how a message and its interpretation interact to determine the relative efficacy of an ironic communication. The article then outlines a research agenda and concludes by specifying the contribution of the theory to practitioners and researchers.