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DO MEN AND WOMEN LAUGH ABOUT DIFFERENT TYPES OF HUMOR? A COMPARISON STUDY IN PRINT ADS

机译:男人和女人嘲笑不同类型的幽默吗?打印广告中的比较研究

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Early research in gender-specific humor preferences suggests that men and women laugh about different jokes. They also differ in the degree they appreciate humorous advertisements. Recent meta-analytical findings, however, disproved the assumption of gender differences in humor preferences. The present paper aims to resolve these contradictory results by introducing an interaction effect. The study examines how gender moderates the influence of different humor types (satire, sentimental comedy, comic wit, and no humor) in print ads on the perceived level of humor and on attitude toward the ad.
机译:性别特异性幽默偏好的早期研究表明,男女嘲笑不同的笑话。他们在他们欣赏幽默广告的程度上也有所不同。然而,最近的荟萃分析结果使假设对幽默偏好的性别差异。本文旨在通过引入互动效应来解决这些矛盾的结果。该研究探讨了性别如何激起不同幽默类型(讽刺,感情喜剧,漫画机智,无幽默)在印刷广告上的影响,以了解幽默程度和对广告的态度。

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