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


he Impact of Social Distance and Message Framing on Young Adults’ Response to the Anti-vaping PSAs on Instagram: The Mediating Role of Psychological Reactance

Hahm, Jung Min (Grady Ph.D. Alum) & Han, Jeong-Yeob. (2023, March). “The Impact of Social Distance and Message Framing on Young Adults’ Response to the Anti-vaping PSAs on Instagram: The […]

Jeong-Yeob HanJung Min Hahm
read more
The Role of Corporate Social Responsibility Orientation in Green Demarketing Publicity & Advertising

Hye Jin Yoon, Yoon Joo Lee, Jinho Joo, and Youngjee Ko (Ph.D. candidate), “The Role of Corporate Social Responsibility Orientation in Green Demarketing Publicity & Advertising,” has been accepted for presentation […]

Youngji SeoHye Jin Yoon
read more