![]() ![]() ![]() On the contrary, in collectivistic countries with high uncertainty aversion attitudes, humor can be used as a Trojan horse to convey the required information to the target group. In individualistic countries with low uncertainty avoidance, it seems that consumers prefer humor-dominant messages. Practical implications The findings of this study highlight some key aspects of UK and Greek print advertising that can be extended in other homogenous cultures. On the contrary, Greek print ads emphasize cognitive humorous appeals, in an attempt to provide credible information to the uncertainty avoiding Greek audience. ![]() British advertisements incorporate not only sentimental but also disparaging humor types such as sentimental humor and full comedy, providing a great deal of pure entertainment. Findings The results indicate that cultural diversity is reflected in the types of humorous devices that tend to be used in the UK and Greece. Design/methodology/approach A sample of 12.351 ads (3.828 humorous) from the largest circulation UK and Greek magazines was content analyzed in light of Speck’s humorous message taxonomy, emphasizing humor types and intentional relatedness. Purpose The present study discusses the role of Hofstede’s cultural dimensions, uncertainty avoidance and individualism/ collectivism, on the use of the various humor types in print advertising, across culturally diverse countries. ![]()
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