IST DAS ZUM LACHEN?!?
IS THIS FOR LAUGHS?
THE USE OF HUMOR AS A STRATEGY IN ADVERTISEMENTS
Author(s): Veronica CâmpeanSubject(s): Social Sciences, Language and Literature Studies, Media studies, Applied Linguistics, Communication studies, Sociolinguistics
Published by: Editura Politehnica
Keywords: the concept of humor; forms of humor; theories of humor; low-involvement-products;advertisements;
Summary/Abstract: The article "Is this for Laughs?!? The Use of Humor as a Strategy in Advertisements" deals with the phenomenon of humor in advertising and focuses on the connection between the two areas. The characteristics and peculiarities of humor, its manifestations and the pros and cons of using it in advertisements will be examined. The corpus used for analysis consists of ads for food, toys and household items. The research aims to clarify how the implementation of the forms of humor in the advertisements for the selected product categories is done. The research method is not a classic qualitative content analysis according to certain criteria, but an interpretation of the advertisements from the perspective of the use of humor as a key component of the advertising message.
Journal: Professional Communication and Translation Studies
- Issue Year: 2019
- Issue No: 12
- Page Range: 81-92
- Page Count: 12
- Language: German