spot_img
spot_img
spot_img
HomeInsightsDoes humour travel

Does humour travel

Abstract
Humour in advertising is long-established, but whether such appeals travel across cultures is debatable. Two studies investigated the impact of country and individual-level cultural differences on the use and effectiveness of humorous advertising in the United States (USA) and People’s Republic of China (PRC). The first study examines current practice and replicates previous findings that certain humour mechanisms (incongruency-resolution contrasts) are universal across cultures. The second study examines audience effects for a specific humour type (aggressive). At the national level findings are contrary to expected with Chinese showing higher perceived humour for aggressive themes than did Americans. At the individual level, cultural values best explain the varying effectiveness of aggressive humour appeals. Interestingly, the findings of both studies show that what advertisers practice is not always in line with audience expectations. Implications on how humour can transfer successfully across cultures is discussed, and directions for future research offered.

Download PDF: Does humour travel

RELATED ARTICLES

Weather

Australia
clear sky
32.4 ° C
32.4 °
32.4 °
12 %
2.6kmh
1 %
Tue
36 °
Wed
35 °
Thu
34 °
Fri
33 °
Sat
33 °

CALENDAR

LATEST NEWS

Rõ biết 247

Rõ biết 246

Rõ biết 245

Rõ biết 244

spot_img

About Me

Quick Links

Stay connected

16,985FansLike
2,458FollowersFollow
61,453SubscribersSubscribe