L’humour intergroupe dans la publicité : Impact de la source du message sur la perception de l'humour dans la publicité

Humor in advertising is a subject that has been studied for decades. Social and cultural groups and their relationship has also been studied by scientists. However, the intersection between these two topics has rarely been addressed. Therefore, this research focuses on the use of intergroup humor in advertising. Our main goal was to find out whether Belgian viewers of an advertisement could change their behavior if the source of the advertisement is either Belgian or French. We collected data from 70 individuals by collecting their facial expressions via OpenFace 2.2.0 software and by collecting data on their attitude, purchase intention and perception of humor. The results of the multiple regressions show that Belgian men who are more strongly identified with their nation have a more favorable attitude toward advertising if the source of the advertising message is also Belgian. In other words, congruence between the viewer and the emitter of the advertising message promotes a positive attitude.