Violence Dressed in Humor: Comedic Violence in Advertising

Gradinaru, Camelia

doi:10.17349/jmc115303

Cited by 8 publications

(5 citation statements)

References 49 publications

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“…Similarly, PH reduces the negative effect of PO on SI. These findings are consistent with Gradinaru (2015) and F€ orster and Brantner (2016) who identified PH as having a masking effect on the offence caused by violent humor. The present research confirms these findings and further identifies that PH has a similar influence on PO in the case of sexual humor.…”

Section: Discussionsupporting

confidence: 90%

“…This is consistent with BVT, PH being the resulting positive emotional response when a norm violation is considered benign (McGraw and Warren, 2010). However, the relationship between offensive content and PH is nuanced, in that humor can 'mask' offensive themes (Gradinaru, 2015;Förster and Brantner, 2016). Regarding advertising effectiveness, we assume PH mitigates the negative impact of offensive content in a similar manner regardless of gender, so that: H3: Perceived humor mediates the negative effect of perceived offence on attitude towards the advertisement (H3a), attitude towards the brand (H3b), purchase intentions (H3c), and sharing intentions (H3d).…”

Section: Perceived Humor and Offencesupporting

confidence: 81%

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Would you share that? How the intensity of violent and sexual humor, gender and audience diversity affect sharing intentions for online advertisements

Freeman

Marder

Gorton

et al. 2022

ITP

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PurposeThe purpose of this study is to understand the effect of increasing the intensity of sexual or violent content on consumer responses to online video advertisements, with a particular emphasis on sharing intentions.Design/methodology/approachThe paper uses a between-subjects experimental design across two studies using new to the world online video advertisements as stimuli.FindingsStudy 1 finds that increasing the intensity of sexual and violent humor improves advertisement effectiveness amongst men but leads to significantly more negative attitudes toward the advertisement and brand amongst women. Study 2 identifies gender and humor type as moderators for sharing intentions in the presence of audience diversity. While men are more likely to publicly share sexual and violent humor advertisements, social anxiety mediates intentions to share sexual humor advertisements in the presence of greater audience diversity.Practical implicationsThe paper offers insights to practitioners regarding the use of risqué forms of humor as part of a digital marketing strategy.Originality/valueDrawing on and extending benign violation theory, the paper introduces and verifies a theoretical model for understanding consumer responses to the use of risqué forms of humor in online advertisements. It identifies how audience diversity affects sharing intentions for sexual and violent humor-based advertisements on social media.

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Section: Discussionsupporting

confidence: 90%

Section: Perceived Humor and Offencesupporting

confidence: 81%

Would you share that? How the intensity of violent and sexual humor, gender and audience diversity affect sharing intentions for online advertisements

Freeman

Marder

Gorton

et al. 2022

ITP

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show abstract

“…It appears sexist humor is complemented by discriminative innuendos that seem to communicate that what is happening/going to happen should not be taken seriously but as a joke. Therefore, the ways in which individuals react and respond to any utterance in the absence of these cues is rendered inappropriate and must be withheld (Gradinaru, 2015). Humor is therefore taken as a form of perceptive play and people are encouraged to not look too deeply into the context of the jokes.…”

Section: Literature Reviewmentioning

confidence: 99%

Nature and Perception of Sexist Humor at Great Zimbabwe University

Kanyemba

Naidu

2019

The Oriental Anthropologist

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For the majority of women, university represents a time of hopefulness and opportunities such that gendered incidences questioning their academic merit poses a serious setback. Sexist humor is one such incident which communicates a message that females are irrelevant and insignificant. This article discusses the nature and perceptions of sexist humor on University campuses. The views on how students on campus perceive sexist humor are crucial for understanding students’ response and offer a clear understanding of what justifies and normalizes sexist humor. The paper analyzes how the use of language can be connected to sexism and violence. Using a mixed methodology for data collection at Great Zimbabwe University, the paper attempts to link language, sexual violence, misogyny, and sexism as well as chronicle the overall pattern of exclusion and marginalization of women in higher education settings. The findings of the paper present evidence that the institutional and intellectual cultures of educational institutions are permeated with sexual and gender dynamics that have become embedded and naturalized in popular thought. Normalization of verbal harassment contributes to muting victimized women, thus perpetuating a culture in which violence against women becomes part of the social milieu. Thus, this study concludes that while one may consider higher education institutions in Africa as safer spaces for women, these are highly contested terrains as misogyny through sexist humor, among other hindrances, has created an obstacle for women’s equal participation in higher education.

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“…the images, words and execution of the advertisement (Farell, 2012). Within this classification, previous studies concentrate on one or more offensive message themes and then in turn research the reasons behind the offence, the attitudes of different consumers towards those messages, and the effect of those messages on their behaviors and emotions – which may in addition cause controversy (Waller, 2015; Yoon, 2016; Okubanjo, 2015; Gradinaru, 2016; Mayer and Peev, 2017; Lee et al , 2017; Waller, 1999; Wilson and West, 1981). We have grouped these message themes in Table 2.…”

Section: Classifying Offensive/controversial Messages Themes or Execu...mentioning

confidence: 99%

Religiosity and Egyptian Muslim millennials’ views on offensive advertising

Wilson

Ayad

2021

JIMA

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Purpose This paper explores reasons behind Muslim fervour, in response to advertisements that cause them offence – where marketing promotions and brands are seen to contradict or challenge the tenets of their religion (Islam) and culture. Design/methodology/approach The authors investigate Egyptian Muslim Millennials’ perceptions post 2011 Egyptian Arab Spring revolution qualitatively – through a series of iterative focus groups, diaries, and laddered coding procedures. Findings In contrast to the way in which media stories regularly highlight this phenomenon locally, internationally, and inside and outside of the Muslim world, we find that the landscape is more cultural, contextual, dynamic, politicised, and subtle. In addition, religiosity may not in fact be the determining factor and its presence is much more nuanced. The socially mobile, educated, and digitally connected Egyptian Muslim millennial demographic, that grabbed headlines during the Arab Spring for their influence, were found in this study to describe offence as being annoying or provocative advertisements where the message, theme or execution disregards their intelligence. Furthermore, parents, access to basic utilities, and having a stable living environment command a greater influence than religiosity for them. Finally, an environmental paradox exists, where restricted living conditions juxtaposed in parallel with escapism offered by social-media consumption, leads millennials towards being more accepting of advertising that could be classified as offensive. Practical implications This study is of value for researchers, educators, and professionals in the fields of advertising, marketing communications, consumer behaviour, and sociology. Social implications The observations raise questions concerning how the media reports stories, or advertisers conduct their campaigns – as to whether they are representative, motivated by sociopolitics or propaganda, an intended tactic, highlight unintended poor execution, ambivalence, or part of a wider phenomenon. Originality/value The authors present a new dual-process personality/religiosity conceptual model – designed to explain the stepwise process of Muslim opinion-forming, behaviour, and consumption of advertisements. Furthermore, we illustrate this with a supporting allegory the authors call a “Narnia paradigm”, drawing from C.S. Lewis’s fictional story “The Lion, the Witch and the Wardrobe”.

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Violence Dressed in Humor: Comedic Violence in Advertising

Cited by 8 publications

References 49 publications

Would you share that? How the intensity of violent and sexual humor, gender and audience diversity affect sharing intentions for online advertisements

Would you share that? How the intensity of violent and sexual humor, gender and audience diversity affect sharing intentions for online advertisements

Nature and Perception of Sexist Humor at Great Zimbabwe University

Religiosity and Egyptian Muslim millennials’ views on offensive advertising

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