OBSERVATIONS: A Cross-Cultural Study on the Affect-based Model of Humor in Advertising
Lynette S Unger Marketing Department, Miami University, Oxford, Ohio
The feasibility of international advertising standardization continues to be debated; however, the economies offered encourage companies to attempt global campaigns (Lipman, 1988). Consequently, copy elements must often be universal enough to promote product benefits and image among different cultures. Humor may offer such universality. Despite its variation in form, humor is panhuman (Ziv, 1988). Moreover, jokes and comedy appear to be easily borrowed and often travel quickly from culture to culture (Mintz, 1983). While humor's ubiquity is widely...