Abstract
The use of humor in advertising has been the subject of much scientific inquiry. One related area of inquiry, still in its infancy stage, is the study of humor in advertising within the context of different cultures. This empirical study examines several aspects related to the use of humor as an executional style in Japanese advertising. Stage One of the study focuses on ascertaining, from a practitioner standpoint, when, how and where the use of humor in Japanese advertising proves most effective. Stage Two employs a content analysis to determine the degree and types of humor actually utilized in Japanese television advertising.
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