The ‘Ideal Man’: exploring men across cultures to discover unique insights for brands.
What should brands keep in mind when using humour in global advertising campaigns? The Ideal Man study by Kantar TNS Qualitative looks at how different cultures instinctively construct and represent their idealised man. In the second podcast of this series, the study’s leaders explore the contrasts between British and Chinese codes of humour to illustrate the opportunities and pitfalls faced by global advertisers.
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