LOL or lost in translation? Navigating humour in international digital marketing

French comedian Pierre Desproges once remarked, “You can laugh at everything, but not with everyone.” For digital marketers venturing into global markets, this rings true. Our sense of humour is tied to cultural norms and national identity, making what’s funny to one group potentially baffling or even offensive to another. But when you nail it, humour can build strong brand connections across borders. So, how do you strike the right note? Let’s explore how humour varies around the world and what it means for your marketing.

The anatomy of laughter

To understand how humour works across cultures, it helps to know why we laugh in the first place. One popular explanation is the Incongruity Theory, which suggests that humour arises when there’s a mismatch between what we expect and what actually happens. Think of it as setting up a pattern and then delighting in its disruption – a bit like a well-timed punchline. However, for humour to land, the audience must be in on the joke.

Then there’s the Benign Violation Theory, which adds another layer: something is funny when it simultaneously breaks a social norm (the violation) while still being perceived as harmless or acceptable (the benign). This theory helps explain why a joke can easily cross the line from funny to offensive. A little discomfort is good; too much, and you’ve lost the room. This balancing act is particularly tricky in international marketing, because what’s ‘benign’ in one culture might be a major no-no in another.

Who’s allowed to tell jokes can vary greatly, even within the same culture. Inclusive cultures are generally more open to humour from anyone, while hierarchical cultures restrict joke-telling to certain people. Generational changes also influence what’s acceptable – for example, the sitcom Friends was a much-loved 90s staple but more recently, Gen Z audiences have found aspects of it sexist, transphobic, or racist. What one generation finds funny, another might not.

The many flavours of funny

Humour isn’t just about the jokes – it’s about how they fit into social dynamics. Here’s a quick look at the main types of humour and how they play out around the world:

1. Affiliative humour: Aims to bond with others through shared laughter. It’s about connecting and building relationships.

2. Self-enhancing humour: Involves finding amusement in life’s hardships, boosting one’s own morale.

3. Self-defeating humour: Centres on making oneself the butt of jokes for the enjoyment of others, often to appear humble or relatable.

4. Aggressive humour: Uses hostility or criticism to enhance oneself at the expense of others.

Research shows that Eastern cultures, with their collectivist values, generally prefer affiliative and self-enhancing humour. In contrast, Western individualistic cultures often favour self-defeating or aggressive humour. Cultures prioritising group harmony (horizontal collectivism) tend to use affiliative humour, while those valuing self-sacrifice (vertical collectivism) lean toward self-defeating humour. Cultures emphasising competitiveness (vertical individualism) often prefer aggressive humour.

Cultural preferences extend to what is visually funny, too. For example, pratfalls and physical comedy are popular in some cultures, like France and Italy, but less appreciated in others, such as Malaysia.

Humour around the globe

At Oban, we try to avoid national stereotypes, which is why we work with Local In-Market Experts to gain authentic insights into local cultures. But even with globalisation, humour still differs from one culture to another. For example:

In the UK: Understatement and irony
British humour is known for its dry wit and subtlety, often relying on what’s left unsaid. Irony is a key element, with meanings often inverted through wordplay. This understated style can be puzzling in cultures that prefer directness, such as Switzerland, Germany, or the Netherlands. Sarcasm might be perceived as harsh in Latin America yet appreciated for its boldness in countries like India and Israel. For marketers, getting British humour means knowing how to nail self-deprecating jokes and sly digs at social norms – and understanding that what’s unsaid can be as significant as what is.

In the United States: Go big or go home
Humour in the United States often leans toward the bold and unmistakable, embracing exaggeration and slapstick. It’s about making a strong impression, as seen in the high-energy antics of Super Bowl ads – for example, this ad from Toyota in 2024. In the US, big gestures and straightforward, impactful humour help connect with audiences.

In Japan: Timing and wordplay
Japanese humour often revolves around wordplay and precise timing. The ‘Boke and Tsukkomi’ style, where one person plays the fool and the other corrects them, highlights the value placed on subtlety. Puns (known as ‘oyaji gyagu’) are prevalent, though they might evoke more groans than laughs. Marketers must be cautious with translations, as misplaced wordplay can easily miss the mark.

In Germany: Seriously funny
German humour, often seen as serious, actually values precision and cleverness. Audiences enjoy well-thought-out jokes that mix wit with a bit of depth. For marketers, smart and well-crafted humour that matches this taste is key.

In the Middle East: Resilience through laughter
In the Middle East, humour often combines sharp social commentary with self-deprecation. In countries like Egypt, comedy has long been a way to critique politics and society, with humourists using clever allegories and anecdotes to bypass censorship and speak truth to power. This form of humour includes wordplay, satire, and sarcasm, but it’s important to navigate cultural and religious nuances carefully.

In Brazil: Joyful and playful
Brazilian humour is vibrant and playful, with ‘chacota’ (light-hearted teasing) being a common feature. Physical comedy and expressive body language are central to this style. For marketers, embracing Brazil’s energetic vibe and bringing that excitement into their campaigns can work well.

In China: Clever wordplay and puns
Humour in China often exploits the rich, multi-layered meanings inherent in the Chinese writing system. Jokes frequently rely on puns and wordplay, where the meaning of characters shifts based on context. This clever use of language can be challenging for outsiders, but marketers who grasp these subtleties can enhance the impact of their humour in Chinese-speaking markets.

In India: Rich and diverse
Indian humour reflects the country’s vast cultural diversity, often featuring clever wordplay, situational comedy, and observations drawn from everyday life. It can range from subtle to overt, often incorporating elements from Bollywood and traditional storytelling. For marketers, it’s important to understand the different types of humour in India. Embrace the country’s rich comedic traditions but avoid falling into stereotypes.

How marketers can navigate the cultural comedy club

So, how can marketers craft humour that crosses cultural borders without missing the mark? Here are a few tips:

1. Do your homework: Work with Local In-Market Experts to understand the local context, including cultural taboos and social norms. What’s funny in one culture might be offensive in another. For example, a joke that sounds boastful in a Latin culture might come off as insincere in China, while a self-deprecating English joke might unintentionally evoke pity in Latin audiences. Knowing your audience helps avoid such pitfalls and ensures you don’t project a false image of yourself or your culture.

2. Test your material: Before launching a global campaign, test your content with a diverse audience to gauge reactions. Better to tweak a joke than to backtrack after it flops.

3. Embrace local talent: Collaborating with local comedians or creatives can give your campaign authenticity and help bridge cultural gaps.

4. Keep it simple: When in doubt, opt for universal humour – visual gags or light-hearted themes that transcend language barriers.

5. Know when not to joke: Humour isn’t right for every situation. A sincere message can often be more effective than a misplaced punchline.

The fine line between LOL and OMG

Humour in international marketing is a double-edged sword. Get it right, and you’ll break barriers, create unforgettable campaigns, and build global loyalty. Get it wrong, and you might offend your audience. The world’s a comedy club with tough crowds, so use humour with care, respect, and a sharp wit. Now, did you hear the one about the digital marketer who tried to crack a joke for every audience? They knew when to quit while they were ahead.

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Looking to strike the right balance with humour in your global marketing? Contact Oban, and let’s help you find comedy gold instead of cultural faux pas.

Further reading:

• How colour affects international marketing campaigns
• Why Hofstede’s Theory of Cultural Dimensions is relevant to international marketing
• A guide to creating long-form content

Oban International is the digital marketing agency specialising in international expansion.
Our LIME (Local In-Market Expert) Network provides up to date cultural input and insights from over 80 markets around the world, helping clients realise the best marketing opportunities and avoid the costliest mistakes.