Crude and Taboo Humour in Television Advertising: An Analysis of Commercials for Consumer Goods

Freitas, Elsa Simões Lucas

doi:10.1057/978-1-137-59338-2_10

Cited by 3 publications

(2 citation statements)

References 16 publications

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“…Billig 2001). Using humour in this context considerably mitigates the potential threat of talking about a taboo topic, and mitigates the impact of this on speakers and their audience (Freitas 2016). In the context of the antenatal HIV/AIDS counselling sessions, as our examples show, humour is frequently used by the healthcare providers to achieve some of these functions, most notably to 'say the unsayable' and to talk about taboo topics -often related to sexual practices and genitals -without offending or alienating their audience.…”

Section: Facilitating the Discussion Of Sensitive And Taboo Topicsmentioning

confidence: 99%

Negotiating knowledge and creating solidarity: Humour in antenatal counselling sessions at a rural hospital in Malawi

Chimbwete-Phiri

Schnurr

2017

Lingua

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Section: Facilitating the Discussion Of Sensitive And Taboo Topicsmentioning

confidence: 99%

Negotiating knowledge and creating solidarity: Humour in antenatal counselling sessions at a rural hospital in Malawi

Chimbwete-Phiri

Schnurr

2017

Lingua

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“…Over the years, humour in advertising has attracted the attention of many scholars (Bernstein 1974;Speck 1991;MacInnis et al 1991;Catanescu & Tom 2001;Forceville 2007;Beard 2008;Freitas 2008Freitas , 2016Hatzithomas et al 2016, just to name a few). They have explored this phenomenon, confirming its importance in marketing and focussing in particular on its effectiveness in increasing the processing of information, as it stimulates attention (MacInnis et al 1991).…”

Section: Introductionmentioning

confidence: 99%

Intertextuality and failed taboo humour in advertising

Dore

2020

EJHR

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Humour is often exploited in advertising to enhance the positive image of a brand or corporate company, as well as to promote products or services. Advertisers seek the involvement of the audience via covert or overt references that, in their opinion, may trigger humour and, hypothetically, result in a positive customer response. However, using intertextual humour in advertising can sometimes be risky because, even though the ideal interlocutor is supposed to be familiar with the humorous reference the author alludes to, the latter can never be certain of whether it will be favourably received. The matter is further complicated if the advert relies on references that play on taboo or transgressive topics, which some may find humorous while others will consider distasteful. After all, humour is a phenomenon that varies according to individual cultures and historical time, as well as in terms of how it is perceived and whether it is appreciated. In this context, this study focuses on the use of intertextual taboo humour in adverts and campaigns that exploit both verbal and non-verbal texts. It particularly explores the reasons for the target clientele’s reaction, which has had a boomerang effect on the brand and company itself. The suggested hypothesis is that the simultaneous exploitation of verbal and non-verbal intertextual references (consciously or unconsciously) activates multiple targets and scripts that cause the intended humour to fail in its scope.

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The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn?

Weinberger

Gulas

2019

International Journal of Advertising

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Crude and Taboo Humour in Television Advertising: An Analysis of Commercials for Consumer Goods

Cited by 3 publications

References 16 publications

Negotiating knowledge and creating solidarity: Humour in antenatal counselling sessions at a rural hospital in Malawi

Negotiating knowledge and creating solidarity: Humour in antenatal counselling sessions at a rural hospital in Malawi

Intertextuality and failed taboo humour in advertising

The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn?

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