Does humour travel? : advertising practices and audience effects in the United States and People's Republic of China
Year of publication: |
2019
|
---|---|
Authors: | Gregory, Gary D. ; Crawford, Heather J. ; Lu, Lu ; Ngo, Liem Viet |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 7, p. 957-978
|
Subject: | ad appeals | advertising | Cross cultural | cultural values | humour | USA | United States | China | Werbung | Advertising | Kulturelle Identität | Cultural identity | Humor | Werbewirkung | Advertising effects | Soziale Werte | Social values |
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