What’s So Funny?
通过内容分析比较美国、中国和法国杂志广告中幽默的使用频率、产品类型差异以及奢侈品与个人产品的差异，为国际广告商提供参考。
<h3>ABSTRACT</h3> The literature includes extensive research on the role of humor in advertising. Few studies, however, have compared how humor in advertising is used in different countries. Using content analysis, this article compares the use of humor in the United States, China, and France to provide answers and justifications to three questions: Is the frequency of humor in magazine advertising different for each country? Is the use of humor according to the type of product different for each country? Is the use of humor for luxury and personal products different for each country? The authors9 findings indicate significant differences in the use of humor among the three countries in terms of: frequency of use, types of products, and luxury versus personal products. The findings have important implications for international advertisers.