The use of humour in advertising is widespread and research about it has grown rapidly.
There are now at least 250 academic works devoted to advertising humour with over 150 …

Humor is a common goal of marketing communications, yet humorous advertisements do
not always improve consumer attitudes towards the advertised brand. By investigating a …

Prior reviews have outlined the state of research of humour in advertising and showed that
some findings deserve further explanations. This paper makes the point that evolutionary …

Although the prevalence of gender stereotypes in advertising is well established, relatively
little research has examined gender stereotypes in the context of Super Bowl that is …

The proliferation of disparaging humorous advertising (DHA) has garnered significant
interest among researchers due to its dual potential to engage and offend audiences. Its …

As the use of comedic aggression in advertising has become more frequent, questions
about the boundary conditions of its effectiveness become more important. Issues related to …

The effects of portrayals of ethnic endorsers in advertising are ambiguous. These portrayals
strengthen the ethnic identity of ethnic minority groups, thus leading to positive responses …

This study develops a framework on how a small company's human tone of voice involving
dark humour can be communicated in Internet recruitment advertising. A case study …

Humour in advertising is long-established, but whether such appeals travel across cultures
is debatable. Two studies investigated the impact of country and individual-level cultural …

After decades of study, much of what comprises 'funny'content remains subjective. A meta-
analysis of 80 experimental humor manipulations sought to identify what makes a stimulus …