Cruthirds, Kevin W.; Wang, Valerie L.; Wang, Yong J.; … - In: Marketing Intelligence & Planning 30 (2012) 4, pp. 384-401
Purpose – The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising. Design/methodology/approach – A total of 97 television commercials broadcasted by major US and Mexican national television networks were classified under the...