Karpinska-Krakowiak

MANAGEMENT SLANT

  • Perception of advertisement realism is a mediator of the effects of violent humor in advertising.
  • Manipulating advertisement realism may shield brands from the negative consequences of aggressive humor.
  • Individual disposition to laughter may help advertisers better target humorous advertisements, because people high in gelotophilia and katagelasticism were found to respond positively to high comedic violence when they were told about the noncommercial nature of the advertisement.