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ABSTRACT
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); and
message-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.
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