Humorous advertising that travels: A review and call for research
Abstract
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...
Paper Details
Title
Humorous advertising that travels: A review and call for research
Published Date
Mar 1, 2015
Journal
Volume
68
Issue
3
Pages
569 - 577
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Notes
History