Humorous advertising that travels: a review and call for research

Heather Crawford, Gary D. Gregory

    Research output: Contribution to journalArticlepeer-review

    39 Citations (Scopus)


    Evidence of the universal value of humor appears in its widespread use as a communication device. Despite frequent appearances in advertising, within and across national contexts, researchers tend to treat humor as a culture-bound phenomenon, without offering universal theories or frameworks for exploring the use of humor-based ad appeals in cross-cultural advertising. This article undertakes a systematic review and synthesis of literature on humor in cross-cultural advertising to produce a research taxonomy (7Cs). On the basis of this taxonomy, the authors suggest a research framework which highlights the need to focus on cultural values rather than country differences, consideration of alternative research methods, careful assessment of measurement equivalence issues, and the inclusion of both cognitive and affective models of Ad effectiveness. A set of research propositions is developed to guide further research on humor in cross-cultural advertising.
    Original languageEnglish
    Pages (from-to)569-577
    Number of pages9
    JournalJournal of Business Research
    Issue number3
    Publication statusPublished - Mar 2015


    Dive into the research topics of 'Humorous advertising that travels: a review and call for research'. Together they form a unique fingerprint.

    Cite this