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Perception of intergroup humor in advertisement

Tefnin, Pauline
(2023)

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TEFNIN_43471700_2023.pdf
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Details

Supervisors
Kervyn de Meerendré, Nicolas
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
In this master’s thesis, we explore the connection between three topics often studied in the literature but rarely together: humor, intergroup relations, and advertisement. After describing intergroup humor as being based on cultural differences and stereotypes, we discuss its use in the context of advertising. More specifically, we analyze how an advertisement making fun of a social group can be perceived by that group according to the origin of the advertised brand. What interests us are the effects it has on attitude, perception of humor, purchase intention, and brand image. We therefore attempt to introduce some perspectives on the perception of intergroup humor in advertisement.