The Use of Humour in Television Advertising: Revisiting the USUK Comparison

Mark F. Toncar
Lycoming College


Globalisation the trend towards a single, integrated and inter dependent global economy has prompted multinational companies to think of the world as one market and to examine common needs within and across societies. Cost differentials, greater connectivity (fuelled to a large extent by the internet) and emerging global consumer markets have made internationalisation easier and more profitable in recent years. A seminal article by Levitt (1983) examined the globalisation of markets and its impact on organisations' internationalisation strategy. He suggested that global similarities, driven by advances in technology and communications, have led to the standardisation of products, manufacturing and institutions of trade and commerce. These arguments have been echoed by Yip (1989, 1997) among others. Proponents of a standardised global approach envision an environment in which worldwide consumers with homogenised tastes and lifestyles can be satisfied with a single product and reached with a single message (Mueller, 1990); a world in which the relentless pursuit of production efficiency, low cost and reliable products overwhelms idiosyncratic differences between countries and cultures.