search query: @all frequency / total: 698
reference: 4 / 698
| Author: | Laroche, M. (et al.) |
| Title: | What's so funny? The use of humor in magazine advertising in the United States, China, and France |
| Journal: | Journal of Advertising Research
2011 : JUN, VOL 51:2, p. 404-416 |
| Index terms: | advertising comparative research USA China France |
| Language: | eng |
| Abstract: | The purpose of the article is to study the use of humor in advertising. Specifically, the use of humor in magazine advertising is examined in three different countries: the United States, China and France. Differences between humor advertising in the three countries are analyzed in terms of 1) frequency, 2) types of products and finally 3) luxury versus personal products. A content analysis reveals that in the countries included in the study, significant differences do occur regarding the use of humor in advertising in all these aspects (frequency, product type and luxury vs. personal product). |
SCIMA