Triggered, but engaged: exploring cross-cultural variations of dark humor and controversial advertising among young adults in an era of woke culture

Abstract

This study explores how young adults in Portugal, Germany and the United States of America differently perceive controversial advertising, examining how culture and historical context influence that perception and understanding how woke and cancel culture affect the way it is looked on. Through a qualitative data analysis of interviews, the research revealed distinct national perspectives: Portuguese participants were the most tolerant even though sensibilized by the countries colonialist past and traditional values (such as religion), Germans strongly opposed to humor in advertising that referenced Nazism or national trauma and Americans pointed out more contemporary social movements, like cancel and woke culture to justify their low presence and acceptance of controversy in advertising. The findings underscore both the potential of more humorous and risky advertising in a saturated media environment, but also emphasize the importance of literacy on culture and ethical values, to avoid backlash. This study provides practical guidance for brands to navigate global markets with controversial advertising, offering cross-cultural insights on the limits of humor and consumer responses to this type of advertising.