Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis
研究了韩国、德国、泰国和美国四个国家的幽默电视广告内容，发现不同文化下的幽默信息共享某些普遍认知结构，但具体内容在集体主义与个人主义等规范维度上存在差异，对国际营销者制定标准化或本土化策略有参考价值。
Humor is a commonly used communication tool in advertising in the United States, but U.S. marketers know little about its use and effectiveness in foreign markets. Such limited knowledge hinders international managers’ ability to determine which aspects of humorous communications are likely to be amenable to global standardization and which should be adapted to local expectations. The authors examine the content of humorous television advertising from four national cultures: Korea, Germany, Thailand, and the United States. Findings indicate that humorous communications from such diverse national cultures share certain universal cognitive structures underlying the message. However, the specific content of humorous advertising is likely to be variable across national cultures along major normative dimensions such as collectivism-individualism.