According to Netflix, the British/BBC series Gavin and Stacey garners four and a half stars. This is why I added it to my queue. But I watched the first season (all on one DVD) and I rated the thing two stars. (Quick plot explanation: Gavin, who lives in Essex, and Stacey, who lives in Wales, meet over the phone and decide to meet in person after six months. They fall in love. Meanwhile, they each have a best friend: Smithy for Gavin and Nessa for Stacey, who also get involved.)
I have no doubt that many people find Gavin and Stacey hilarious. In fact, some of the acting is very good, and some of the situations are painfully relevant. However, it is clear that the intended audience is British. For instance, the whole Wales is another country joke. In the United States, we would be hard pressed to find Wales on the map of the UK, and for the British, Wales is quite literally another country (just like Scotland). There is rivalry between them, and there is some kind of joke on how the Londoners can’t understand what the Welsh are saying. OK, I get it, but I don’t really get it in the way a British person would.
And then, there is the culture of a place. Apparently, smoking is still a normal thing to do in Britain. There is smoking indoors and out, by everyone. In the U.S., we have steered away from showing this much smoking, and I don’t think I have seen much on TV. In Britain, the culture is OK with smoking. To me, it is jarring (and adds nothing to the plot).
In short, I didn’t find Gavin and Stacey quite as amusing as if I had been British. That is because the series is written by the British for the British. Yes, some things are universal (weird in-laws, weird friends, not wanting to reveal secrets), which is why we can watch programs from different countries and get it. Humor though, is harder to convey.
The bottom line is that you write for your audience. To do this, you must understand who your audience is and what makes them tick. We define audiences in all sorts of ways: demographically, geographically and so on. Case in point: you would not write an ad directed to a 65 plus demographic using teen slang. It just wouldn’t make sense.
Understand your audience and tailor your word choice and message to their needs and sensibilities.