What's So Funny? The Use of Humor in Magazine Advertising in the United States, China and France
Michel Laroche, Marcelo Vinhal Nepomuceno and Liang Huang
Concordia University
Marie-Odile Richard
University of Montreal
INTRODUCTION
The average American is exposed to 600 advertising messages a day (Media Matters, 2007), but declining attention to advertising owing to clutter has been documented (Rotfeld, 2006). To reverse this trend, some marketers have used humor in creating advertisements. The use of humor in advertising has increased considerably in the United States. Estimates of the number of television advertisements that have relied on...