http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Historic attempts at advertising humor -- Theoretically, what's so funny? -- Why typology is a funny word -- How does silly sell? -- When humorous ads aren't funny -- Campaigns that made audiences laugh-- and buy.
Includes bibliographical references (pages 183-188) and index.