It is usually found in an everyday figure of speech which over-emphasises a point that would normally be considered less significant. Juxtaposition finds its humour by placing two seemingly incongruous elements together in order to make an amusing comparison. A temporary insanity curable by marriage. Repetition is one of the most vital ingredients in humour. For example, if a character keeps being asked the same question by each person he or she meets in your story, over and over again, their eventual exasperation can be exploited for comic effect, all thanks to repetition.
Any subject which is deemed taboo, or socially frowned upon, is ripe for humour. Sex, death, religion, bodily functions—anything which makes people feel uncomfortable can be rendered humorous if you can highlight something disarming about a controversial topic and hit upon a truth people will recognise, in spite of how uneasy it makes them feel.
False assumptions will often follow, lending itself to farce, which can lead to much hilarity if executed well. With the above comedic devices in play, a writer should be able to identify topics, perspectives, or even methods, which lend themselves to humour. How funnily this is executed, in a sense, is irrelevant. You should only be aiming for a knowing smile, not a belly-laugh. If you regard comedy, therefore, as a mere affectation, then as long as the reader can detect a whiff of a comedic element, your job is done, irrespective of how funny it actually ends up.
Humorous fiction writer, poet and novelist. And humor is perceived to be funnier when someone else is present. The findings here also indicate that repetition does not influence perceived humor and the overall effectiveness measure of advertising. This is inconsistent with the theoretical propositions and empirical results of several studies. As is suggested by the significant Message and Repeat interaction in the univariate procedure, the pattern of wear-out of humor as a function of repeated exposure clearly deserves further investigation.
Several cautions should be heeded when interpreting the results of this study. First, the contrived experimental settings may not have fully induced the social effect of humor. For example, a more realistic and interactive audience composed of friends or family members may produce more marked results. This may be an important area for future research, as social effects on humor may vary depending upon the composition of the audience watching or hearing the advertising message. When all of the members of an audience are friends, or family members, messages may be perceived as more humorous than in instances where a group of relative strangers are exposed to the same message.
Second, the strong Message effect which we observed might be dampened if a less homogeneous sample were tested. Education level of the subjects is a factor which may influence perceived humor, and it has been shown that more highly educated people are more sensitive to humor Brooker Third, repetition typically refers to the frequency of viewing a message over a period of time weeks, months. Here, we completed all repetitions within a 30 minute period.
It is also quite common for audience members to be exposed to the same commercial several times during a short period of time e. However, some of the theoretical work on repetition has specified that effects over time e.
Repetition effect of humor over longer periods of time should also be studied. Beyond these three caveats, there may be other reasons for concerns. For example, there may be other unmeasured variables which could play important moderating roles.
Involvement may be one such variable. Under conditions of high involvement, the presence of humor may lead to reduced comprehension; and this effect may be reversed under low involvement conditions. Alternatively, there may be important, non-linear effects over both social and repetition conditions which should be investigated in later studies. Given these cautions, this study offers another piece of empirical evidence in the quest for a better understanding of humor in advertising.
The results suggest that humor increases ad information recall and positively affects brand attitude. This process may be positively moderated by social setting.
Due to its potential usefulness, humor and its role in commercial advertising will continue to interest researchers and practitioners alike. The social aspect of humor appreciation deserves further investigation. Those conducting future research may wish to focus on alternative social factors, beyond size of the audience.
Despite the fact that social effects have been widely studied concerning other aspects of buyer behavior e. Without a social context, there is little grounds for judging a potentially humorous message as funny or not. Aiello, John R. Thompson, and D. Brodzinsky , "How Funny is Crowding Anyway?
Belch, E. Belch, George E. Berlyne, D. Brown, Gary E. Dixon, and D. Calder, Bobby J. Coser, Rose L. Craig, C. Samuel, B. Sternthal and C. Duncan, Calvin P. Gelb, Betsy D. Hair, Jr. Anderson and Ronald L. Tatham Multivariate Data Analysis, 2nd ed. Haase, Richard F. Kelly, J. Madden, Thomas J. Scott, Cliff, David M. Zinkhan, George M. Angela Gracia B. FumbleFingers On a less topical note it's been a while since I was last on here, so it's nice to see you're still around. Thanks for the memory!
You've inspired me to go and see what I could find — FumbleFingers. Not sure if you remember me, I have a slightly less memorable username. XD Incidentally, how did you find that? I did try some searches but I didn't turn anything up. Show 4 more comments. Active Oldest Votes. Improve this answer. FumbleFingers FumbleFingers k 45 45 gold badges silver badges bronze badges.
You are the hero Gotham needs. Third example duly included, ty. Add a comment. Sign up or log in Sign up using Google. Sign up using Facebook. Sign up using Email and Password. Post as a guest Name. Email Required, but never shown. Featured on Meta. Now live: A fully responsive profile.
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