haku: @author Hoyer, W.D. / yhteensä: 4
viite: 2 / 4
| Tekijä: | Alden, D.L. Hoyer, W.D. Lee, C. |
| Otsikko: | Identifying global and culture-specific dimensions of humor in advertising: a multinational analysis |
| Lehti: | Journal of Marketing
1993 : APR, VOL. 57:2, p. 64-75 |
| Asiasana: | |
| Vapaa asiasana: | WERBUNG, WERBEPSYCHOLOGIE, USA |
| Kieli: | eng |
| Tiivistelmä: | Humor is a commonly used communication tool in advertising in the USA, but marketers know little about its use and effectiveness in foreign markets. The authors examine the content of humorous television advertising from Korea, Germany, Thailand, and the USA. Findings indicate that humorous cummunications from such diverse national cultures share certain cognitive structures underlying the message. However, the content of humorous advertising is likely to be variable across national cultures along major normative dimensions such as collectivism/individualism. |
SCIMA