Humor in Cross-Cultural Advertising: Comparing Australia, the United States and the People’s Republic of China

Heather J. Crawford; Gary D. Gregory; James M. Munch; Charles S. Gulas

Humor in Cross-Cultural Advertising: Comparing Australia, the United States and the People’s Republic of China

Heather J. Crawford, Gary D. Gregory, James M. Munch, Charles S. Gulas

Wright State University

Research output: Contribution to journal › Article › peer-review

Abstract

Humor is frequently used in advertising worldwide. This study explores the impact of culture on current practice in the use of humorous appeals in television advertising in Australia, the U.S. and the People’s Republic of China. We investigate advertiser choice of ad appeals in a country where advertising is a fairly recent phenomenon compared with countries where it is a long-standing practice.

Original language	American English
Journal	Cross Cultural Research Conference
State	Published - Jan 1 2009

Disciplines

Advertising and Promotion Management
Business
Marketing

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abstract = "Humor is frequently used in advertising worldwide. This study explores the impact of culture on current practice in the use of humorous appeals in television advertising in Australia, the U.S. and the People{\textquoteright}s Republic of China. We investigate advertiser choice of ad appeals in a country where advertising is a fairly recent phenomenon compared with countries where it is a long-standing practice.",

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AB - Humor is frequently used in advertising worldwide. This study explores the impact of culture on current practice in the use of humorous appeals in television advertising in Australia, the U.S. and the People’s Republic of China. We investigate advertiser choice of ad appeals in a country where advertising is a fairly recent phenomenon compared with countries where it is a long-standing practice.

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M3 - Article

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Humor in Cross-Cultural Advertising: Comparing Australia, the United States and the People’s Republic of China

Abstract

Disciplines

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