Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertising

Stwora, Anna

doi:10.7592/ejhr2020.8.2.stwora

Cited by 3 publications

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The virtue and shades of aggressive humour in press advertising

Stwora

2024

JLAC

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Disparaging humour may take numerous forms and despite the emotional ambivalence it may occasionally cause, it may prove a valuable quality of an ad. While investigating one hundred multimodal press ads in English that simultaneously make use of metaphor and humour based on an incongruity-resolution mechanism, it was discovered that one-third thereof employed aggressive humour as well (Stwora 2023). Given the high incidence of the aggressive function in these ads, this paper explores this disparaging dimension in more detail to show that various shades of aggressiveness may be perceived as a virtue when used in advertising discourse. The paper advocates a need to consider further sub-categorisations of the aggressive function of humour when applied in advertising to reflect different hostility levels.

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The virtue and shades of aggressive humour in press advertising

Stwora

2024

JLAC

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Challenges of Cross-Cultural Marketing in the Current Times

Kaur¹,

Sk²

2023

Advances in Marketing, Customer Relationship Management, and E-Services

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Cultural values shape perceptions and behaviors. Cultures are getting transfused in a highly globalized world due to immigration within countries, frequently changing political structures, and pronounced generational differences. Digital technology in the form of social media predominantly has blurred national boundaries. But, disillusionment with global brands has also been observed. International marketers are being criticized for minimizing cultural particularities. The enhanced nationalist sentiments may reshape international marketing in the coming years.

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Hideous or hilarious? The fine line between disgust and humour

Jajszczok

2022

EJHR

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The article compares disgust as defined by the Parasite Avoidance Theory and humour explained through the Benign Violation Theory in order to analyse whether their affinity could be explained by analogous evolutionary conditioning. Both disgust and humour can be seen as specific, involuntary reactions toward particular triggers, and both may be connected with certain types of violations, particularly violations of body and violations of social norms. Moreover, disgust-sensitivity and humour-sensitivity are assumed to be largely dependent on personal circumstances and thus very difficult to predict before exposure to triggers. According to these theories, the fundamental difference between disgust and humour is that while the success of the latter is predicated on its benignness, the former must necessarily appear malignant enough to elicit the desired effect. The final part of the article is a case study of a “disgusting” joke by British comedian Jimmy Carr, in which various violations recognised by PAT and BVT are analysed.

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Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertising

Cited by 3 publications

References 20 publications

The virtue and shades of aggressive humour in press advertising

The virtue and shades of aggressive humour in press advertising

Challenges of Cross-Cultural Marketing in the Current Times

Hideous or hilarious? The fine line between disgust and humour

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