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ABSTRACT Comedic-violence—violence depicted humorously—in advertising is growing and seems to be making a connection with certain audiences. Yet, the determining factors that affect responses to this type of appeal are unknown. To address this gap, a survey of 423 U.S. adult Internet users was conducted to test the key factors that predict attitudes toward and sharing intention for comedic-violence advertisements: demographic (gender and age); personality (arousal-seeking tendency and normative belief about violence in advertising); and message-perception (perceived humor and perceived violence). While perceived humor is the key, results further shed light on the characteristics of people who are likely to enjoy and share such advertisements.
Kim et al. (Sun,) studied this question.
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