Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers

International Journal of Advertising, published online

Abstract: Humor 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 endeavor 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 humor in daily life more than Koreans or Croatians, (2) U.S. had higher perceived humor and ad attitudes toward 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.

Hye Jin Yoon 

Related Research


Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers

Abstract: Given the increasing number of personalized ads and the prevalence of media multitasking, understanding the impact of online privacy concern on ad outcomes is important. However, the interaction effects between […]

Bartosz Wojdynski
read more
Increasing the Efficacy of Emotional Appeal Ads on Online Video Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior

Abstract: Using an experimental tool that tracks the viewers’ real-time ad skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of […]

Hye Jin Yoon
read more