The Effects of Norm Beliefs and Age on Responses to Comedic Violence Advertising

ABSTRACT

The use of comedic violence in advertising is rising in the United States. Given that comedic violence attempts to create humor through norm violation, it can be considered a risky strategy that has the potential to offend audiences. Thus, it will be beneficial to observe the boundary conditions and understand the audience for whom such ads will be most effective. The current research proposes that norm beliefs about violence in advertising should positively influence responses to comedic violence ads. In addition, it was proposed that age, as a likely moderator, would interact with norm beliefs. In Study 1, it was found that higher norm beliefs regarding violence in advertising led to more favorable ratings of the comedic violence ads. In Study 2, when the violence level was significantly high, norm beliefs and age interaction emerged; the positive norm belief effects on responses to comedic violence advertising became stronger with older age. This result showed that with the justification of stronger norm beliefs, older individuals were able to view the high-violence humor ad more favorably than they would have with weaker norm beliefs. Theoretical and practical implications of the findings are provided.