HUMOUR IN TV ADVERTISEMENTS
HUMOUR IN TV ADVERTISEMENTS

Summary/Abstract: Advertising campaigns are more and more designed to appeal to an increasing number of potential clients setting up a liaison between a company, its products and their customers. The language of advertising belongs to so called loaded language the aim of which is to change the will, opinions, or attitudes of its audience. The three main theories of humour are: cognitive-perceptual (including the incongruity theories); superiority (affective-evaluative theories); relief (including psychodynamic theories).

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