Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertising
Bibliographic Data
| ID | 13079331 |
|---|---|
| Authors | Anna Stwora (0000-0002-1134-1092, University of Silesia in Katowice, corresponding author) |
| Year | 2020 |
| Volume | 8 |
| Issue | 2 |
| Pages | 113-128 |
| Publication date | 2020-07-18 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | European Journal of Humour Research (JOURNAL) |
| Journal identifiers | ISSN: 2307-700X • E-ISSN: 2307-700X |
| Publisher | Cracow Tertium Society for the Promotion of Language Studies (PUBLISHER • PL) |
| DOI | 10.7592/ejhr2020.8.2.stwora |
| OpenAlex | W3045228254 |
| Language | EN |
| Citations received | 2 |
| References cited | 9 |
Today’s infotainment clutter puts pressure on advertisers to come up with more surprising and more memorable ads. This need for novelty, creativity, and astonishment does set the expectation bar high, steering ads towards various means of eliciting surprise, including humour, shock, and taboo. In this paper, the author will try to investigate a set of multimodal advertising messages which use (debatable) humour and surprise, with a view to finding trans-cultural similarities and differences in terms of ad appreciation. The primary objective of this paper is to explore attitudinal responses of Taiwanese informants to controversial humorous advertisements in English; to this end, an online survey was conducted to ask them about their interpretations of and feelings towards a selection of ads. Its results will be compared with those obtained from Polish respondents, described in the author’s previous study (Stwora 2020)
Advertising · Aesthetics · Art · Feeling · Loyalty · Novelty · Political science · Set (abstract data type · Sociology · Surprise · Taboo · Computer Science · Humor Studies and Applications · Language, Metaphor, and Cognition · Psychology · Social Psychology · Swearing, Euphemism, Multilingualism
Taking laughter seriously
Taking Humour Seriously
Forbidden Words
"Shockvertising"
I get it, but it’s just not funny”
Does religion shape people’s sense of humour? A comparative study of humour appreciation among members of different religions and nonbelievers
Humorous phenomena in dramatic discourse
Hideous or hilarious? The fine line between disgust and humour
Structural incongruity and humor appreciation
| Unique citing works | 2 |
|---|---|
| Citations per year | 0,5 |
| Citation span | 2022 - 2025 (4) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 2 |