Disparaging humorous advertising : A bibliometric review

Abstract

The proliferation of disparaging humorous advertising (DHA) has garnered significant interest among researchers due to its dual potential to engage and offend audiences. Its potential to alienate audience segments underscores the importance of understanding its nuanced effects, particularly regarding cultural sensitivity and ethical considerations. Academic research is critical in identifying the conditions under which DHA is effective, focusing on audience demographics, cultural context, and the specific nature of the humor used. This bibliometric review encompasses 63 published articles spanning 34 years, sourced from the Scopus database. Performance analysis (via the Bibliometrix package in R) and science mapping (using VOSviewer software for visualization), including citation and co-authorship analysis and bibliographic coupling, are used to reveal and discuss seven discrete thematic areas: (1) Cross-cultural, (2) Perceived Humorousness, (3) Sharing Intention, (4) Level of Disparagement, (5) Target Audience, (6) Gender Portrayals, and (7) Parody & Satire. By analyzing these clusters, the research identifies gaps and provides managerial recommendations, contributing to more effective and responsible advertising strategies.