Abstract
Extending theoretical frameworks tested in other national markets, this study provides an in-depth look at the structural and content characteristics of television advertising that uses humor in Japan. Similar types of humor structures are found but important content differences are observed as well. In addition, structural characteristics previously shown to be associated with higher levels of perceived humor in U.S. television advertising, are not found to affect perceptions of humor in Japanese television advertising. The study's implications for academics and international marketing managers interested in improving performance in the Japanese market are discussed.
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