Researching a joke, are you kidding me?
Abstract:
When can a brand benefit from laughter and is it possible to research a joke? Through a combination of consumer investigation and semiotic decoding, we were able to arrive at a framework that we believe will help brands navigate this complex space. While humor is very culture and space-specific, we believe this approach will help researchers and brand custodians know when to use it, as well as other emotional devices for their brand's storytelling.
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