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The present thesis will provide an overview of how the four humor styles, affiliative, self-enhancing, aggressive, and self-defeating humor, are connected to different brain areas. The thesis will also include an overview of how humor in general, and especially three factors of humor including, processing, appreciation, and comprehension is connected to different brain areas. The present study found a connection between these three factors of humor and activation in the prefrontal cortex (PFC) and inferior frontal gyrus (IFG). The four humor styles were all connected to activity in the midbrain and nucleus accumbens (NAc), though they were found to differ in other parts of the brain. Affiliative humor and self-enhancing humor are humor styles found to share activation of similar brain areas, whereas self-enhancing and aggressive humor was found to the least extent share activation of the same brain areas. No neural differences in relation to the four humor styles have been found between men and woman, or between cultures.

Den ökade globaliseringen har resulterat i att många organisationer stiger in på denkonkurrenskraftiga internationella marknaden. Detta har influerat organisationer att spridaderas budskap globalt – oftast genom marknadsföring. Tv-reklam är en mediekanal som anseseffektiv när man tillämpar humor som en kommunikationsstrategi då den enligt tidigareforskning genererar högt medvetande hos konsumenterna. Dock, finns det ett behov av attbelysa de kulturella skillnaderna när reklamen riktas internationellt eftersom humor uppfattasolika beroende på kultur, vilken kan generera negativa effekter. Eftersom att de kulturellaskillnaderna i humoristisk reklam tenderar att bli bortsedda så fokuserar denna kvantitativestudie på att belysa dessa skillnader med hjälp av Hofstedes kulturdimensionsteori. Dennakvantitativa studie fokuserar därför på att belysa karaktärerna av de kulturella skillnaderna ihumoristisk reklam, genom att använda Hofstedes kulturdimensionsteori, eftersom de tenderaratt bli översedda. Länderna Sverige och Kina jämfördes genom att betona kulturen motreaktionerna gentemot de olika humorstilarna i tv-reklam kopplat till uppfattade känslor. Föratt kunna identifiera humortyperna, användes Rod Martins fyra humorstilar affiliative humor,self-enhancing humor, aggressive humor och self-defeating humor.Syftet med studien var att upplysa hur viktiga aspekterna av de kulturella skillnaderna är ihumoristisk reklam med betoning på kultur och hur känslor mottas i svensk och kinesiskkultur. Detta för att se hur humor kan tillämpas effektivt i reklam över internationella gränser.Enkäten utfördes på svenska och kinesiska universitetsstudenter vilket genererade i detinsamlade empiriska materialet. Resultatet visade att affiliative humor och aggressive humorapplicerad i reklamfilm tas emot likadant känslomässigt i både kinesisk och svensk kultur ochpåverkar även köpintentionerna på samma sätt. Medan, self-defeating humor och selfenhancinghumor tas känslomässigt emot likadant i båda kulturera, men de kinesiskakonsumenterna är mer villiga att köpa produkten. / The growth of globalization has resulted in more organizations entering the competitiveinternational market which has influenced organizations to disseminate their message globally- commonly through the use of advertising. Television commercial is a media channelconsidered to be highly effective if applied with humor as a communication strategy. Theeffectiveness of this strategy generates in high awareness according to previous studies.However, there is a need of highlighting the cross-cultural distinctions when promoting acrossinternational boarders as humor is perceived differently depending on culture, which cannegatively affect the results. As the cultural characteristics in this matter tend to beoverlooked, this quantitative research is focusing on highlighting the cross-culturalcharacteristics in humorous advertising, through the use of Hofstede’s framework of nationalculture. The countries Sweden and China were compared with emphasize on cultureassociated to the reaction toward different humor styles in television commercials linked toperceived emotions. For identifying the humor types, Rod Martin’s four humor stylesaffiliative humor, self-enhancing humor, aggressive humor, and self-defeating humor, wereused.The purpose of this research was to disseminate the importance of cross-cultural aspects inhumor advertising with emphasize on culture and how emotions are perceived in Swedish andChinese culture. The importance relied within how to effectively apply humor in commercialsover cross-cultural boundaries. The questionnaires were performed by Swedish and Chineseuniversity students that generated in the collection of the empirical chapter. The researchfindings indicated that affiliative humor and aggressive humor used in commercial is equallyperceived emotionally in both Chinese and Swedish culture and also affects the purchaseintention similarly. Whereas self-defeating humor and self-enhancing humor are emotionallyequally perceived in both cultures, but the Chinese consumers are more willing to purchasethe product.