... advertisements, while self‐enhancing humor is the predominant humor style of Mexican commercials and is used more frequently in Mexico when compared to the USA. Practical implications The findings reveal the frequency and types of humorous television commercials used in the USA and Mexico. Originality...

... this phenomenon, a “contemporary marketing practices” perspective was used as a theoretical framework to 30 holistic case studies in Mexico. Semi‐structured interviews were carried out with brand owner/managers. Findings Findings suggest four categories of brand communication activities based on interactional...