What’S Funny? a Multicultural Comparison of Humor in Advertising: Apple’S Get a Mac Campaign in the Us and Japan

Milan Pickl Bermejo, ESCP Europe, France
Marcelo V. Nepomuceno, ESCP Europe, France
This study examines the application of humor types and presence of cultural values in humorous television advertisings broadcasted in the USA and Japan. We demonstrate that humorous advertising should be adapted, as adapted commercials are preferred over non-adapted ones. Through a content analysis we provide reasons for adapting the ads.
[ to cite ]:
Milan Pickl Bermejo and Marcelo V. Nepomuceno (2013) ,"What’S Funny? a Multicultural Comparison of Humor in Advertising: Apple’S Get a Mac Campaign in the Us and Japan", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.