L’ART DU DÉTOURNEMENT PUBLICITAIRE : L’HUMOUR COMME OUTIL DE CONNIVENCE
THE ART OF ADVERTISING SUBVERSION: HUMOR AS A TOOL OF SHARED UNDERSTANDING

Summary/Abstract: The article analyzes how humor, used as a strategy of diversion in television advertising, fosters complicity with the audience to capture attention and circumvent rejection caused by advertising overload. The methodological framework is based on a pragmatic study of seven French commercials, distinguishing between consumer goods and services, and examines the linguistic and visual humorous techniques employed. The main findings show that humor, in various forms (irony, pastiche, parody, incongruity, etc.), creates surprise, reinforces product memorization, and encourages viewer identification, while allowing brands to mask the commercial aspect in favor of an empathetic relationship.

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