PT - JOURNAL ARTICLE AU - Yeuseung Kim AU - Hye Jin Yoon TI - What Makes People “Like” Comedic-Violence Advertisements? AID - 10.2501/JAR-54-2-217-232 DP - 2014 Jun 01 TA - Journal of Advertising Research PG - 217--232 VI - 54 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/54/2/217.short 4100 - http://www.journalofadvertisingresearch.com/content/54/2/217.full SO - J Advert Res2014 Jun 01; 54 AB - Comedic-violence—violence depicted humorously—in advertising is growing and seems to be making a connection with certain audiences. Yet, the determining factors that affect responses to this type of appeal are unknown. To address this gap, a survey of 423 U.S. adult Internet users was conducted to test the key factors that predict attitudes toward and sharing intention for comedic-violence advertisements: demographic (gender and age);personality (arousal-seeking tendency and normative belief about violence in advertising); andmessage-perception (perceived humor and perceived violence).While perceived humor is the key, results further shed light on the characteristics of people who are likely to enjoy and share such advertisements.