Abstract As comedic violence has increased in advertising, questions arise about whether and when it is effective. This research addresses the impact that audience preexposure to violent (nonviolent) media might have on audience responses. Study 1 finds that audiences respond more favorably to comedic advertising violence if they are primed with violent media, akin to commercial viewed during a violent TV program. Study 2 finds that viewers respond more favorably to comedic advertising violence if they have habitual exposure to violent video games. The findings indicate that prior exposure to violence is related to more favorable responses to comedic advertising violence.

中文翻译：

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接触暴力媒体后，观众对喜剧广告暴力的反应

摘要随着广告中喜剧暴力的增加，是否有效以及何时有效产生了疑问。这项研究解决了受众暴露于暴力（非暴力）媒体可能对受众反应的影响。研究1发现，如果观众使用暴力媒体进行广告宣传（类似于在电视节目中观看的商业广告），则对喜剧广告暴力的反应会更为有利。研究2发现，如果观众习惯性地接触暴力视频游戏，他们会对喜剧广告暴力做出更有利的反应。调查结果表明，事先暴露于暴力与喜剧广告暴力的更有利反应有关。