The Influence of Culture on Attitudes Towards Humorous Advertising
| Autor: | Juyuan Zhang, Su Lu, Yi Wang, Jia Liu, Jiahui Tan |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2019 |
| Předmět: |
lcsh:BF1-990
advertising tactics Context (language use) 050105 experimental psychology 03 medical and health sciences 0302 clinical medicine brand Cultural values Psychology 0501 psychology and cognitive sciences General Psychology Original Research Uncertainty avoidance humor humorous advertising 05 social sciences Cultural group selection Advertising Preference culture lcsh:Psychology Conceptual framework Nationality Aggregate level 030217 neurology & neurosurgery |
| Zdroj: | Frontiers in Psychology Frontiers in Psychology, Vol 10 (2019) |
| ISSN: | 1664-1078 |
| DOI: | 10.3389/fpsyg.2019.01015 |
| Popis: | Humor has been widely used in advertising in recent decades. Various studies found that humor could significantly improve advertising performance. However, most of these studies were conducted in a Eastern context and did not consider cultural factors. In a cross-cultural research framework, the current study explored the effects of advertisement characteristics (i.e., brand nationality and humor tactics) on Chinese and United States audiences’ attitudes toward humorous advertisements. Results showed that the attitudinal differences between Chinese audiences and United States audiences was not significant at the aggregate level. Instead, the differences lie in an audience’s responsiveness to characteristics of the ads. Specifically, while United States audiences showed a strong preference for ads featuring Chinese brands compared to those of United States brands, Chinese audiences did not differentiate them. United States audiences preferred ads using self-enhancing tactics to those using affiliative tactics, whereas, again Chinese audiences did not differentiate. We also explored whether individual differences in cultural values could account for the effect of audience nationality. Results suggest that differences embedded in culture groups, as indicated by audience nationality, could not be explained or substituted by individual variance in humor tolerance and uncertainty avoidance. Limitations and future directions were discussed. |
| Databáze: | OpenAIRE |
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