Abstract

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 distinctively different cultural tendencies and market potential: the U.S., Korea, and Croatia. Across the studies it was found that (1) individuals in the U.S. used aggressive humour in daily life more than Koreans or Croatians, (2) U.S. had higher perceived humour and ad attitudes towards the comedic violence ad than in Korea or Croatia, and (3) U.S. individuals found the comedic violence ad funnier for themselves than for others in different cultures while Koreans thought the ad was less funny for themselves than for others in different cultures. Croatians did not have response differences between self vs. others. Theoretical and practical implications of the findings are discussed.

摘要

幽默是全球广告中常用的一种吸引力，随着喜剧暴力广告在美国的使用越来越多，看看美国品牌的喜剧暴力广告是否可以在全球传播是值得的。这项研究在三个国家进行了三项研究，选择了它们截然不同的文化倾向和市场潜力：美国、韩国和克罗地亚。研究发现：（1）美国人在日常生活中比韩国人或克罗地亚人更多地使用攻击性幽默，（2）与韩国或克罗地亚人相比，美国人对喜剧暴力广告的幽默感和广告态度更高，以及（ 3) 美国人认为喜剧暴力广告对他们自己比对其他文化的其他人更有趣，而韩国人认为这则广告对他们自己比对其他文化的其他人更有趣。克罗地亚人在自我与他人之间没有反应差异。讨论了研究结果的理论和实践意义。