Why is Dead Rising 3's tone so weird?

I don't know if the game is meant to be serious, slightly silly or goofy slapstick humor. The start of the game felt very serious and had a horror vibe but by the time you get to ingelton for the first time It's all lost as soon as you fight your first psycho whose wife left him for a guy that sells fridges. Is it meant to be this way or what?

Edit: grammar errors