America Runs On Dunkin Campaign

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This study is a content analysis of the Dunkin' Donuts “America Runs on Dunkin” campaign. This study will focus on the role of humor in television advertisements of this particular Dunkin' Donuts campaign to find out how humor is used to shape the image of Dunkin' Donuts coffee.
Humor is one of the most frequently used techniques in modern advertising. It is estimated in Markiewicz's research in 1974 that the humor usage in television and radio advertising is as high as 42% (407). Speck in 1991 and Weinberger and Spotts in 1989 estimated that between 11% and 24% of television advertisements in the United States use humor (para. in Alden, Mukherjee and Hoyer 1). According to Alden, Hoyer and Lee in 1993, similar or higher usage has been reported

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