Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertising
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 th...
| Main Author: | |
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| Format: | Article |
| Language: | English |
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Cracow Tertium Society for the Promotion of Language Studies
2020-07-01
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| Series: | The European Journal of Humour Research |
| Subjects: | |
| Online Access: | https://www.europeanjournalofhumour.org/index.php/ejhr/article/view/440 |
| _version_ | 1818876532840464384 |
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| author | Anna Stwora |
| author_facet | Anna Stwora |
| author_sort | Anna Stwora |
| collection | DOAJ |
| description | 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). |
| first_indexed | 2024-12-19T13:43:54Z |
| format | Article |
| id | doaj.art-cbad216eba0f4ff586c32ea4bf93dcfb |
| institution | Directory Open Access Journal |
| issn | 2307-700X |
| language | English |
| last_indexed | 2024-12-19T13:43:54Z |
| publishDate | 2020-07-01 |
| publisher | Cracow Tertium Society for the Promotion of Language Studies |
| record_format | Article |
| series | The European Journal of Humour Research |
| spelling | doaj.art-cbad216eba0f4ff586c32ea4bf93dcfb2022-12-21T20:18:55ZengCracow Tertium Society for the Promotion of Language StudiesThe European Journal of Humour Research2307-700X2020-07-018211312810.7592/EJHR2020.8.2.Stwora382Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertisingAnna Stwora0University of Silesia in KatowiceToday’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).https://www.europeanjournalofhumour.org/index.php/ejhr/article/view/440multimodal advertising discoursead appreciationcross-cultural humourcomparative studies |
| spellingShingle | Anna Stwora Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertising The European Journal of Humour Research multimodal advertising discourse ad appreciation cross-cultural humour comparative studies |
| title | Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertising |
| title_full | Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertising |
| title_fullStr | Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertising |
| title_full_unstemmed | Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertising |
| title_short | Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertising |
| title_sort | funny or distasteful a cross cultural perspective on surprise and humour in multimodal advertising |
| topic | multimodal advertising discourse ad appreciation cross-cultural humour comparative studies |
| url | https://www.europeanjournalofhumour.org/index.php/ejhr/article/view/440 |
| work_keys_str_mv | AT annastwora funnyordistastefulacrossculturalperspectiveonsurpriseandhumourinmultimodaladvertising |