The Moderating Role of Cultural Orientation in Ad Humor

Identifying Global and Culture-Specific Dimensions of Humor in ...

The authors examine the content of humorous television advertising from four national cultures: Korea, Germany, Thailand, and the United States. Findings ...

Could humour make advertisements worse?

Data analysis revealed that the involvement of humour in sexist advertising has a negative impact on the perception of the advertisement and ...

Effectiveness of humor advertising on advertising success.

What's Funny and What's Not: The Moderating Role of Cultural Orientation in Ad Humor. Journal of Advertising, 37(2), 71–84. doi:10.2753 ...

The moderating role of cultural orientation on emotional ... - IDEALS

Using a cross-cultural lens, it refines our understanding of previously documented emotional boost after helping. Helping others in individualistic cultures has ...

Humorous TV ads and the 3WD: Evidence for generalizability of ...

... culture-specific dimensions of humor in advertising: A ... 'What's funny and what's not: The moderating role of cultural orientation ...

An examination of cognitive factors related to humorousness in ...

Responses to Humorous Advertising: The Moderating Effect of Need ... What's Funny and What's Not: The Moderating Role of Cultural Orientation in Ad Humor.

Effectiveness of humor advertising on advertising success

Lee, Yih Hwai;. Lim, Elison Ai. Ching. What's Funny and What's. Not: The. Moderating. Role of. Cultural. Orientation in. Ad Humor. 2008. The ...

How does your sense of humor change or adapt depending ... - Quora

It changes because each language has a culture each culture has norms including what is funny and what isn't and some cultures are funnier ...

Is humor being specific to a culture/language a myth? - Reddit

German jokes have no punchline. That by itself could be a German joke. One I've heard "a man was unhappy at his job so he jumped off a building ...

Humor and Cultural Values in Print Advertising: A Cross-Cultural Study

Purpose The present study discusses the role of Hofstede's cultural dimensions, uncertainty avoidance and individualism/ collectivism, on the use of the ...

The Relationship Of Humor, Trust, And Intrusiveness in Advertising

What's funny and what's not: The moderating role of cultural orientation in ad humor. Journal of advertising, 37(2), 71-84. Lee, Y. H. ...

Moderating influence of self-monitoring and gender on responses to ...

oriented advertisements. Snyder (1987) even suggested that such differences in ... form, may be more sensitive to and appreciative of humor in advertising.

Placing products in humorous scenes: Its impact on brand perceptions

Lee, Y.H. and Lim, E.A.C. (2008), “What's funny and what's not: The moderating role of cultural orientation in ad humor”, Journal of Advertising, Vol. 37 No ...

Cross Cultural Responses to Humorous Advertising: an Individual ...

In individualistic countries with low uncertainty avoidance, it seems that consumers prefer humor-dominant messages. On the contrary, in collectivistic ...

The effects of programme context on memory of humorous television ...

What's funny and what's not: The moderating role of cultural orientation in ad humor. Journal of Advertising, 37(2), 71-84. Leka, J., McClelland, A ...

Impact of visual humorous advertising on customer relationships in ...

Lee, Y. H., & Lim, E. A. C. (2008). What's Funny and what's not: The Moderating Role of Cultural Orientation in Ad Humor. Journal of Advertising,... Lin, Z. ( ...

A Systematic Literature Review on Humour Advertising: The ADO ...

What's funny and what's not – The moderating role of cultural orientation in ad humor. Journal of Advertising, 37(2), 71–84. https://doi.org ...

1 Role of Personal Cultural Orientations in Intercultural Service ...

Lee, Y.H. and Lim, E.A.C. (2008), "What's Funny and What's not: The Moderating Role of. Cultural Orientation in Ad Humor", Journal of Advertising, Vol. 37 No ...

7. Positive emotions in social marketing and social advertising using ...

Lee, Y. H., & Lim, E. A. C. (2008), 'What's funny and what's not: The moderating role of cultural orientation in ad humor', Journal of Advertising, 37(2), 71–84 ...

Social Facilitation as a Factor in Reaction to Humor - Illinois State ...

What's Funny and What's Not: The Moderating Role of Cultural Orientation in Ad Humor. Eac Lee Journal of advertising.2008, Vol. 37(2), p. 71-84. Article ...