What should brands keep in mind when using humour in global advertising campaigns? The Ideal Man study by 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.

The ‘Ideal Man’: exploring men across cultures to discover unique insights for brands. The Ideal Man study by TNS Qualitative looks at how different cultures instinctively construct and represent their idealised man. In this podcast, the study’s leaders discuss how their sociological exploration has identified unique cultural insights, and how they can help brands connect more powerfully with their diverse audiences across markets – whether they are selling oral care products, alcoholic beverages, cars, financial services, etc.