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Title: Rethinking humorous advertising in a global setting : advertising practitioners' and audiences' views
Author: Kasapi, Eleni
ISNI:       0000 0004 2699 2036
Awarding Body: University of East London
Current Institution: University of East London
Date of Award: 2007
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Humour is a commonly used communication device in advertising. Audiences in every country are familiar with humorous commercials. Although humour is `universal', in the sense that it can be found in every culture, it is always also context and culture-specific in its typical manifestations. These characteristics make the use of humour in international advertising particularly challenging. In a new globalised world of communications, in which technological advances have allowed the development of new media, innovative genres of advertisments (online, virals) and the creation of virtual global communities, it is worth examining the role of humorous advertising in a globalised setting. The thesis explores humorous advertising in two ways: through the views of British advertising practitioners and through work with groups of young professionals, a distinctive and highly relevant advertising-audience, comprising `global' citizens of various countries who at the time of the research lived in London. Two qualitative methods were used, individual semi-structured interviews with the advertising professionals and focus group discussions with the groups selected to represent the views and advertising literacies of a young audience -a contemporary and emerging globally mobile urban elite. The thesis illustrates how advertising practitioners justify the use of humour in advertising and how they judge practices and beliefs that promote or hinder the use of humour in international advertising. It also reveals some of the contradictory attitudes practitioners hold about humour in international advertising and the conflicting interests between advertising professionals and their clients that affect the production of humorous international campaigns. The focus group data analysis provides insights on the role of humorous advertising as `social currency' interculturally. The data suggest some strengths and weaknesses in addressing audiences beyond cultural and national boundaries, and the use of humorous advertising commercials as entertainment commodities beyond their promotional purposes.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available