Humour advertisements across different culture: Analysis of indian, american and chinese humour

The use of humour by marketers has increased tremendously in this modern era. Previous studies have talked a lot about the success of humour advertisements over the other. But it is very essential that we understand the nature of humour in each culture so as to make sure that the humour advertisements reaches them in the most effective way. The research paper has considered three countries namely India, America and China andsecondary data was used for the research. The findings of the research show that Indians are more culture sensitive when it comes to humour. The Americans use more of racial and sarcastic humour while the Chinese prefer culture-specific humour.