Comedic violence in advertising: cultural third-person effects among U.S., Korean, and Croatian consumers

Humour is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavour to see whether comedic violence ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distin...

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Veröffentlicht in:	International journal of advertising 2021-10, Vol.40 (7), p.1047-1072
Hauptverfasser:	Yoon, Hye Jin, Yoon, Sukki, Zdravkovic, Srdan, Milakovic, Ivana Kursan, Miocevic, Dario, Choi, Yung Kyun
Format:	Artikel
Sprache:	eng
Schlagworte:	comedic violence cultures Humor advertising third-person effects
Online-Zugang:	Volltext
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