RT Journal Article
SR Electronic
T1 What's So Funny?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 404
OP 416
DO 10.2501/JAR-51-2-404-416
VO 51
IS 2
A1 Michel Laroche
A1 Marcelo Vinhal Nepomuceno
A1 Liang Huang
A1 Marie-Odile Richard
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/2/404.abstract
AB The literature includes extensive research on the role of humor in advertising. Few studies, however, have compared how humor in advertising is used in different countries. Using content analysis, this article compares the use of humor in the United States, China, and France to provide answers and justifications to three questions: Is the frequency of humor in magazine advertising different for each country?Is the use of humor according to the type of product different for each country?Is the use of humor for luxury and personal products different for each country?The authors' findings indicate significant differences in the use of humor among the three countries in terms of: frequency of use,types of products, andluxury versus personal products. The findings have important implications for international advertisers.