Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertising
Today’s infotainment clutter puts pressure on advertisers to come up with more surprising and more memorable ads. This need for novelty, creativity, and astonishment does set the expectation bar high, steering ads towards various means of eliciting surprise, including humour, shock, and taboo. In th...
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| Format: | Article |
| Language: | English |
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Cracow Tertium Society for the Promotion of Language Studies
2020-07-01
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| Series: | The European Journal of Humour Research |
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| Online Access: | https://www.europeanjournalofhumour.org/index.php/ejhr/article/view/440 |