Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers
Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers
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.
Related Research
-
They’ve got the look? Processing fluency and individual differences associated with responses to androgynous models in fashion advertisementsGlenna Read, Bart Wojdynski, Yen-I Lee (Grady Alum), & Rob Potter (forthcoming). “They’ve got the look? Processing fluency and individual differences associated with responses to androgynous models in fashion advertisements,” Young Consumers. Abstract: This research […]
-
The gluckschmerz effect of ad sponsorship in displeasing sports replaysJaemin Kim (Ph.D. student), Jooyoung Kim*, and Jiwon Kim (Ph.D. student). (2025). “The gluckschmerz effect of ad sponsorship in displeasing sports replays.” International Journal of Advertising, 1–30. https://doi.org/10.1080/02650487.2025.2546179 Abstract: This study explored […]