Publications
Publication details [#55203]
Chan, Fanny Fong Yee. 2011. The use of humor in television advertising in Hong Kong. Humor 24 (1) : 43–61. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
Publication type
Article in journal
Publication language
English
Keywords
Place, Publisher
De Gruyter
Journal WWW
Annotation
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.