Could humour make advertisements worse?

• Published in: European journal of humour research Vol. 10; no. 4; pp. 168 - 186
• Main Authors: Dikčius, Vytautas, Adomavičiūtė, Karina, Venskuvienė, Ieva
• Format: Journal Article
• Language: English
• Published: Cracow Tertium Society for the Promotion of Language Studies 09.01.2023
• Subjects: advertisement’s ridiculousness; advertisement’s violation; humour; intention to purchase; sexism

The aim of this study is to assess the impact of sexist advertisements on the perception of advertisements’ violation, ridiculousness and consumers’ intention to purchase a product by considering different cases of interaction between the type of advertisement (sexism without humour and sexism with...