Just kidding: Why using humour in your brand communication is something serious

This paper describes research for the Comedy Central cable channel into the role of Mexican humor in TV and, in particular, what makes young Mexicans laugh.

Preface

Just slightly behind food, humor is an important symbol of Mexican pride. We like to think that our humor is unique and unmatched, which has turned it into a given for all Mexicans - thus making it a difficult subject to approach using traditional me

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