Audience Reaction to Comedic Advertising Violence After Exposure to Violent Media

AbstractAs comedic violence has increased in advertising, questions arise about whether and when it is effective. This research addresses the impact that audience preexposure to violent (nonviolent) media might have on audience responses. Study 1 finds that audiences respond more favorably to comedic advertising violence if they are primed with violent media, akin to commercial viewed during a violent TV program. Study 2 finds that viewers respond more favorably to comedic advertising violence if they have habitual exposure to violent video games. The findings indicate that prior exposure to violence is related to more favorable responses to comedic advertising violence.