Abstract
Humor is universal and its value is demonstrated in its wide use as a communication device. Humor is frequently used in advertising, within and across national contexts but is commonly treated as a culture-bound phenomenon, requiring adaptation when used in different cultural contexts. Currently there are no universal theories or frameworks for exploring the use of ad appeals such as humor in cross cultural advertising.
This paper undertakes a systematic review of the literature on humor in cross cultural advertising and synthesizes that literature to form a research framework that will help identify etic dimensions allowing standardization, while also identifying those aspects needing to be
customized. Based on this framework, a model is developed for conducting cross cultural research on humor in advertising and future directions suggested.
This paper undertakes a systematic review of the literature on humor in cross cultural advertising and synthesizes that literature to form a research framework that will help identify etic dimensions allowing standardization, while also identifying those aspects needing to be
customized. Based on this framework, a model is developed for conducting cross cultural research on humor in advertising and future directions suggested.
Original language | English |
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Title of host publication | Royal Bank International Research Seminar 2012 |
Pages | 1-30 |
Number of pages | 30 |
Publication status | Published - 2012 |
Event | Royal Bank International Research Seminar - Antai College of Economics and Management, Shanghai, China Duration: 07 Jun 2012 → 10 Jun 2012 https://www.concordia.ca/cunews/jmsb/2012/05/25/2012-royal-bank-international-research-seminar-goes-china.html |
Seminar
Seminar | Royal Bank International Research Seminar |
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Country/Territory | China |
City | Shanghai |
Period | 07/06/12 → 10/06/12 |
Internet address |