According to Susan David, she wants people to keep “the pursuit of happiness in perspective,” but she also wants people to see “negative emotions in a new and more accepting light,” (Don’t Worry Be Gloomy). A person may use laughter as an outward expression of happiness to deny their hurt or angered or pained feeling. It is their coping mechanism for other emotions that are needed to be released. To much unreleased pained can be detrimental to the state of mind. This goes back to not appreciating the need for negative emotions.
That way, the hearer’s face is saved and preserved. Sometimes off-record strategies can be transformed into an FTA, for example, the use of irony, metaphors, idioms, etc, but because the way in which words are said with a proper face can as well save the speaker according to the context. (Brown & Levinson, 1987, pp. 211-213) The off-record strategy is regarded as the best method to be polite as it make the speaker gets away with his or her words and saves his or her face, and in the same time it save the face of the hearer. To a far greater extent, using the off-record, the speaker can fulfill the satisfaction of the hearer’s negative face more than the negative politeness can do.
First, humor distracts the recipients from ethical violations, causing them not to find counterarguments. Second, humor puts recipients into a good mood, which makes it more likely to agree with a persuasive message. Third, humor builds a relationship to the advertiser, which decreases the visibility any unethical messages. I think it is very important that the problems of the research in this field are mentioned to make it easier for the reader to classify the current state of knowledge. Moreover, much insight to the subject is presented and well prepares the reader for the
The aim of a humorous persuasive speech is to engage the listeners during the full speech in a fun and light way. If such a speech does not contain any real humor then it fails to achieve the desired purpose. The real purpose is to make people laugh not only through words but also
Effective advertising seeks to attract, hold and focus one’s attention and there is no better way to do this than with the use of humour. Humour is often applied in advertising because it elicits feelings of warmth and happiness, emotions that endear people to products and services being advertised. Advertisers may understand the effects of humour on consumers, but the use of humour in advertising is complex and only successful when used the right way. As highlighted by Gulas and Weinberger (48), factors such as race, gender, age, culture and other target audience differences influence the effect of humour. More so, differences in consumer responses and perceptions of humour have been observed across cultures.
Furthermore, situation comedy celebrities play an important role in keeping the audience by delivering a relatable relationship with the viewers. Lastly, situation comedy was made to entertain, which make the viewers come to it with an expectation of entertainment and free from the real world. Hence, when it comes to the content and strategies employed in every sitcom show, it helps create what people think of when they hear
But not ALL are like the ones mentioned above. There are a few advertisements that are genuinely interesting and have a clever way of putting their point across. It isn’t completely fair to blame these advertisements for giving the audience wrong ideas. It must be noted that they do make efforts to be inoffensive and interesting. They do not intend for any of their advertisements to be offensive.
For e.g. Ads that catch the consumer 's attention that portray real-life situations can be portrayed with / without exaggeration or little or more/strong exaggerated propositions. Exaggeration has to be relevant to the brand and can be believable. Too much happy or serious exaggeration can’t help more that can stretch out the consumers from the communication
Advertisement has derived from latin word “Advertere” which means “ to turn the mind towards”. It has some psychological impact on consumers and it also influences their buying decision. Opportunities and benefits of using humor as a stimuli in advertising is appealing to any advertiser and businesses as they aall aim for boosting sales. However one of the toughest job is to influence human mind. Father of advertising and one of the marketing genius David Ogilvy says, ”The customer is not a moron, she is your wife.
Some would say that this is disgrace for the genre, however on the other hand I think that not many people would deny the importance of entertainment in our lives. I think that an American comedian, Joy Behar described a perfect show by saying: "I want to do an intelligent talk show where you have room to breathe". This reminds us of a fact that entertainment does not have to be easy and shallow. The best kind of entertainment which talk shows can offer is the kind when we can admire the intelligence of people talking to each other on various topics, without making any "forced" jokes and laughs. People very often mistakenly believe that entertainment must make people laugh.