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...