Humorous advertising that travels: A review and call for research

Heather Crawford, Gary D Gregory

    Research output: Book chapter/Published conference paperConference paperpeer-review

    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.
    Original languageEnglish
    Title of host publicationRoyal Bank International Research Seminar 2012
    Pages1-30
    Number of pages30
    Publication statusPublished - 2012
    EventRoyal Bank International Research Seminar - Antai College of Economics and Management, Shanghai, China
    Duration: 07 Jun 201210 Jun 2012
    https://www.concordia.ca/cunews/jmsb/2012/05/25/2012-royal-bank-international-research-seminar-goes-china.html

    Seminar

    SeminarRoyal Bank International Research Seminar
    Country/TerritoryChina
    CityShanghai
    Period07/06/1210/06/12
    Internet address

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