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Gotcha! Realism of Comedic Violence And Its Impact on Brand Responses

What's So Funny about that Bloody Ad? The Moderating Role of Disposition to Laughter

Malgorzata Karpinska-Krakowiak
DOI: 10.2501/JAR-2019-004 Published 1 March 2020
Malgorzata Karpinska-Krakowiak
University of Łódź,
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  • For correspondence: mkarpinska@uni.lodz.pl
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ABSTRACT

Two experimental studies in Poland examined how perceived and manipulated realism of comedic violence may influence consumer responses to brands. Disposition to laughter, measured by katagelasticism (the joy of laughing at others), gelotophilia (the joy of being laughed at), and gelotophobia (the fear of being laughed at), was included as a potentially important factor in driving individual responsiveness to humorous messages. The results reveal that highly violent humor—compared with less violent humor—lowered perceptions of realism and produced negative brand attitudes. Manipulated realism led to less positive attitudes than manipulated unrealism in a high comedic violence condition but had no effect on brand evaluations when comedic violence was low. In both studies, the effects of realism on brand attitudes grew with increasing levels of katagelasticism and gelotophilia.

  • Received August 17, 2017.
  • Received (in revised form) April 6, 2018.
  • Accepted May 23, 2018.
  • Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 1

Journal of Advertising Research: 60 (1)
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Gotcha! Realism of Comedic Violence And Its Impact on Brand Responses
Malgorzata Karpinska-Krakowiak
Journal of Advertising Research Mar 2020, 60 (1) 38-53; DOI: 10.2501/JAR-2019-004

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Gotcha! Realism of Comedic Violence And Its Impact on Brand Responses
Malgorzata Karpinska-Krakowiak
Journal of Advertising Research Mar 2020, 60 (1) 38-53; DOI: 10.2501/JAR-2019-004
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • THEORETICAL BACKGROUND
    • STUDY 1: COEXISTENCE OF HUMOR, VIOLENCE, AND REALISM IN ADVERTISING
    • STUDY 2: REALISM OF COMEDIC VIOLENCE AND BRAND ATTITUDES
    • STUDY 2A
    • STUDY 2B
    • GENERAL DISCUSSION
    • ABOUT THE AUTHOR
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