Young consumers' views on humorous BELFcommunication

Published on Jul 20, 2020in Corporate Communications: An International Journal
· DOI :10.1108/CCIJ-01-2020-0008
Taina Vuorela2
Estimated H-index: 2
Sari Alatalo3
Estimated H-index: 3
+ 1 AuthorsAnne Poutiainen1
Estimated H-index: 1
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This conceptual article discusses the roles of playfulness and well-being at work in the retail sector with a specific emphasis on service encounters. The aim is to create a new conceptual framework to enhance research on how the element of playfulness can be part of an employee's working environment in the retail sector, and to discuss how playfulness could enhance employee's well-being at work. The framework identifies various interactive relationships characteristic to the retail environment....
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The aim of this paper is to understand the challenges and opportunities of using humour in a recruitment advertising campaign. In this study, we approach through a case study the social media recruiting campaign of a high-profile company operating in the architecture industry. The campaign used humour as a device when seeking the right person. The main empirical data were collected through a qualitative open-ended questionnaire targeted at 28 potential job seekers at the architect firm to unders...
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Abstract This study explores humour in recruitment advertising by examining the effects on job seekers of humour in online job advertisements. The results from an experimental study in which the humour content in job ads was manipulated indicate that humour negatively affected job seekers' attitudes towards the job ad, the company, and the job. However, humour content had no effect on job seekers' attitudes towards the managers depicted in the ads and no impact on intentions to apply for the job...
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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 rese...
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This study examines the evolving acceptance and use of humour in advertising over the past century. Sociologists point to humour as an expression of the macro-societal mood. Consistent with this thesis, we analyse two data sets of outdoor advertisements that span over 100 years. We use a socio-cultural and historical perspective to understand the underlying drivers and changes in humour use at both the macro-cultural level and at the micro-industry level in the US. The results reveal the context...
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Abstract Humor preferences depend on the cultural background of the respondents. Designers of international advertising campaigns thus need to know how to adapt ads to the target market. The present paper runs two studies to test (1) whether marketers actually adapt the type of humor to the culture of the target market and (2) whether different types of humor elicit different effects in different cultures. Both studies use the example of Germany and Spain for cross-cultural comparisons. Study 1 ...
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International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries. In order to provide them with better guidelines, we conduct a content analysis of humorous print ads from China, the United States and France. We found that the cultural values deemed important in a given country are rarely portrayed in humorous ads. This suggests that advertisers may be using humour to promote their products and services with cultural values not endorsed by the ge...
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Abstract The primary aim of this study was testing the structure of adult playfulness in a joint analysis of seventeen questionnaires and testing the relation of the factors with the big five personality traits. A sample of 244 adults completed the questionnaires and a five factor-solution fit the data best; i.e., (a) Humorousness; (b) Cheerfulness–Uninhibitedness; (c) Expressiveness; (d) Other-directedness; and (e) Intellectuality–Creativity. Correlation analyses (bivariate, canonical) and regr...
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Scholars have become increasingly interested in how organizations communicate with external stakeholders, such as consumers. Recent studies have looked specifically at consumer response to the use of English in advertising texts in a number of different European countries. The use of English in such texts is part of a commonly used marketing strategy to standardize advertising campaigns that builds on the assumption that English is not only neutral but also widely understood. This article presen...
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