MARCELO VINHAL NEPOMUCENOConcordia UniversityLIANG HUANGConcordia UniversityMARIE-ODILE RICHARDUniversity of MontrealCambridge University PressJournal of advertising researchLaroche M, Nepomuceno M, Huang L, Richard M (2011) What’s so funny? The use of humor in magazine advertising in the United States, China, and France. J Adv Res 51(2):404–416
France and China is compared through content analysis to determine the rates in which humor is used in advertising in each country, whether the use of humor varies according to the type of product being advertised and if the use of humor differed in advertising of luxuries and personal consumer...