Purpose -The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising. Design/methodology/approach -A total of 97 television commercials broadcasted by major US and Mexican national television networks were classified under the four humor styles described by Martin et al. Findings -Humor styles used in television advertising significantly differ between the two countries. US commercials use more affiliative, aggressive, and self-defeating humor than do Mexican advertisements, while self-enhancing humor is the predominant humor style of Mexican commercials and is used more frequently in Mexico when compared to the USA. Practical implications -The findings reveal the frequency and types of humorous television commercials used in the USA and Mexico. Originality/value -The study suggests that cultural differences should be taken into consideration when humorous advertising is used across borders.
The objective of this study is to compare Hispanic and Caucasian Generation Y women's social dating ad humor styles using theoretical paradigms related to cultural norms, gender role, and education. Content analysis is performed on 400 dating ads collected in an interactive digital dating app. The results show that young Hispanic and Caucasian women share the same frequency and some similar patterns in the use of humor in social dating. In spite of the non-significant results on cultural differences, education significantly influences dating ad humor styles of young women, as those with less education tend to use negative ad humor styles more often, and those with more education use a greater amount of positive humor. The findings offer insights into how humor is used by diverse consumers in social media and C2C advertising.
To better understand how humor is used in today's multicultural virtual environment, this study investigates the humor styles of Hispanic Americans in a virtual community. Based on the four humor styles, the current study builds a theoretical framework to explain why cultural norms, gender role, acculturation, and education influence the humor styles of Hispanic Americans in computer-mediated communication. Two research questions and five hypotheses are developed in the research framework. The statistical analysis is based on content analysis of 400 Hispanic Facebook users, 93 of whom use humor in most recent News Feed. The results provide preliminary evidence of the influences of cultural norms, gender role, acculturation, and education on Hispanic humor styles.
To better understand how humor is used in today's multicultural virtual environment, this study investigates the humor styles of Hispanic Americans in a virtual community. Based on the four humor styles, the current study builds a theoretical framework to explain why cultural norms, gender role, acculturation, and education influence the humor styles of Hispanic Americans in computer-mediated communication. Two research questions and five hypotheses are developed in the research framework. The statistical analysis is based on content analysis of 400 Hispanic Facebook users, 93 of whom use humor in most recent News Feed. The results provide preliminary evidence of the influences of cultural norms, gender role, acculturation, and education on Hispanic humor styles.
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