Publication details [#55203]

Chan, Fanny Fong Yee. 2011. The use of humor in television advertising in Hong Kong. Humor 24 (1) : 43–61.
Publication type
Article in journal
Publication language
Place, Publisher
De Gruyter


This study explores humor use in Hong Kong television advertising in february and may 2004. Results show a slight growth of humor usage as compared to a similar study conducted a decade ago; commercials for durables appear to adopt humor less often; and although people expect humor to appear at the beginning of an advertisement, practive reveals humor use throughout the commercials.