Humor in Cross-Cultural Advertising: Comparing Australia, the United States and the People’s Republic of China

Abstract

Humor is frequently used in advertising worldwide. This study explores the impact of culture on current practice in the use of humorous appeals in television advertising in Australia, the U.S. and the People’s Republic of China. We investigate advertiser choice of ad appeals in a country where advertising is a fairly recent phenomenon compared with countries where it is a long-standing practice