The use of humor in television advertising in Hong Kong

@inproceedings{Chan2011TheUO,
  title={The use of humor in television advertising in Hong Kong},
  author={Fanny Fong Yee Chan},
  year={2011}
}
Abstract The use of humor in advertising has been well researched in Western countries. However, the study of it in Chinese societies is still in its infancy. This study aims to investigate the utilization of humor in Hong Kong television advertising. A total of 356 television commercials shown between February and May 2004 were content analyzed. Using Kelly and Solomon's (Journal of Advertising 4: 31–35, 1975) classification of humor advertising, it was found that about 20 percent of the… CONTINUE READING