Des « Humours » du Discours Publicitaire
ISSN: 1633-5961, 2259-8901
Year of publication: 2006
Pages: 119-134
Type: Article
More publications in: Questions de communication
Abstract
Humor, being highly appreciated by current advertising, is considered a good way to easily convince potential receivers. It consists of a discursive proceeding, which produces an anomaly that happens outside linguistic, communicative, logic or social norms. In order to see this anomaly positively, it must produce pleasure and complicity with the receiver, who is predisposed to seriousness and common sense, and compelled by reality. Considering its three functions -amusement, cynicism and criticism-, humor lies on a scale going from innocent and gratuitous joke to exclusively destructive provocation and accusing criticism. The latter tries, only for a time, to construct a less imperfect world.
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