The use of humour in television advertising: revisiting the US-UK comparison

This paper replicates a portion of the Weinberger and Spotts (1989) study, which compared the use of humour in television advertising in the U.S.

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

Mark F. ToncarLycoming College

Introduction

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...

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