English to Portuguese Tech/Engineering Advertising / Public Relations

A study based on a sampling of television advertisements from four countries (Germany, Korea, Thailand, and the United States) determined that humorous advertisements in all of these countries generally involve the use of incongruity resolution.29 Humor in U.S. magazine and radio advertising also typically employs incongruity resolution.30 Incongruity exists when the meaning of an ad is not immediately clear. Baffled by the incongruity, the consumer is provoked to understand the ad’s meaning and resolve the incongruity.