Cultural Insights Into Social Dating Ad Humor Styles

Valerie L. Wang, Yong Wang, J. Gault, Miguel A. Baeza
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Abstract

The objective of this study is to compare Hispanic and Caucasian Generation Y women's social dating ad humor styles using theoretical paradigms related to cultural norms, gender role, and education. Content analysis is performed on 400 dating ads collected in an interactive digital dating app. The results show that young Hispanic and Caucasian women share the same frequency and some similar patterns in the use of humor in social dating. In spite of the non-significant results on cultural differences, education significantly influences dating ad humor styles of young women, as those with less education tend to use negative ad humor styles more often, and those with more education use a greater amount of positive humor. The findings offer insights into how humor is used by diverse consumers in social media and C2C advertising.
对社交约会和幽默风格的文化洞察
本研究的目的是利用与文化规范、性别角色和教育相关的理论范式,比较西班牙裔和白种人Y世代女性的社交约会和幽默风格。对某互动数字约会应用收集的400个约会广告进行了内容分析。结果显示,年轻的西班牙裔女性和白人女性在社交约会中使用幽默的频率相同,并且有一些相似的模式。尽管文化差异的结果不显著,但受教育程度显著影响年轻女性的约会和幽默风格,因为受教育程度较低的女性倾向于更多地使用消极的幽默风格,而受教育程度较高的女性则更多地使用积极的幽默风格。这些发现为了解不同消费者在社交媒体和C2C广告中如何使用幽默提供了见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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