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Contents
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“Gen X and Gen Y” “Gen X and Gen Y”
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New media New media
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User-generated content User-generated content
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Traditional media Traditional media
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Standardized global humorous advertising Standardized global humorous advertising
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Need for humour Need for humour
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Survey of values Survey of values
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Response to aggressive humour Response to aggressive humour
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Conclusion Conclusion
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8 Humour in new media: Comparing China, Australia and the United States
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Published:June 2013
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Abstract
The role of humour in contemporary consumer marketing is illustrated by the uptake of new media in Mainland China, Australia and USA. Comparative reactions to experimental humorous advertising among the three youth groups are discussed. Like youth groups in Australia and USA, the youth group in China has a need for humour. However, humour is not more utilized in advertising because of government oversight and that humour can be misconstrued. This chapter points out that there is a possibility of developing more effective cross-cultural communication between China and the West and the similarities in media consumption habit give credence to theories of cultural convergence.
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