haku: @author Toncar, M. F. / yhteensä: 1
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| Tekijä: | Toncar, M. F. |
| Otsikko: | The use of humour in television advertising: revisiting the US - UK comparison |
| Lehti: | International Journal of Advertising
2001 : VOL. 20:4, p. 521-539 |
| Asiasana: | ADVERTISING TELEVISION ADVERTISING COUNTRY COMPARISONS |
| Kieli: | eng |
| Tiivistelmä: | This paper replicates a portion of the Weinberger and Spotts (1989) study, which compared the use of humour in television advertising in the US and the UK. A careful comparison of the results of the two studies suggests that the overall use of humour has become more similar in the two countries. Unlike the Weinberger and Spotts study, the current study found no difference in the proportion of ads that use humour, and little difference in the situational use of humour. However, differences in the way that humour is used and in the types of humour used remain. These differences are discussed in the context of Hofstede's (1991) cultural dimensions. |
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