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Journal articles on the topic 'Humorous Ads'

Author: Grafiati

Published: 5 June 2025

Last updated: 2 August 2025

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1

Stwora, Anna. "Simplicity for humorous purposes? On minimalistic yet humorous multimodal press ads." Oblicza Komunikacji 11 (April 7, 2021): 139–50. http://dx.doi.org/10.19195/2083-5345.11.9.

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Celem niniejszego artykułu jest analiza wybranych przykładów minimalistycznych, multimodalnych reklam prasowych, które mają ukazać, że relatywnie prosta forma może skutecznie przekazywać treści o zabarwieniu humorystycznym. Autorka zaczyna dyskusję od kilku ogólnych uwag na temat multimodalności i wyjaśnienia zagadnienia minimalizmu, który sytuuje w kontekście analizy dyskursu reklamy. Następnie przywołuje krótki opis teorii rozwiązywania niespójności, która ma przybliżyć czytelnikowi zjawisko humoru. Bazując na wybranych minimalistycznych reklamach prasowych wpisujących się w wyżej wspomnianą

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2

Lee, Seung Hwan (Mark), Alan Brandt, Yuni Groff, Alyssa Lopez, and Tyler Neavin. "I’ll laugh, but I won’t share." Journal of Research in Interactive Marketing 11, no. 1 (2017): 75–90. http://dx.doi.org/10.1108/jrim-05-2016-0037.

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Purpose This paper aims to investigate the experience of darkness on people’s evaluation of humorous taboo-themed ads and their willingness to share these ads digitally with others. Design/methodology/approach Multiple studies are conducted to demonstrate the connection between darkness and humor. Another experiment was conducted to investigate people’s willingness to share taboo-themed ads. Findings The results demonstrate that people in dark settings (vs light) found controversial, taboo-themed ads to be more humorous. Three studies demonstrate that people in the dark (vs light) condition fo

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3

Speck, Paul Surgi. "The Humorous Message Taxonomy: A Framework for the Study of Humorous Ads." Current Issues and Research in Advertising 13, no. 1-2 (1991): 1–44. http://dx.doi.org/10.1080/01633392.1991.10504957.

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Waqar, Abbiha. "Impact of Humorous Advertising on Purchase Decision: In Context of Pakistans Telecom Industry." Jinnah Business Review 8, no. 1 (2020): 95–101. http://dx.doi.org/10.53369/eplm3546.

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The purpose of the current study was to examine the impact of humorous advertisement on purchase decision. To the test the hypotheses, Ufone ads were analyzed and compared to other mobile network ads, which are being aired in Pakistans telecom industry. The data were collected from mobile users via survey method. The data were collected from January 2017 to January 2018. The sample size was 127. Data were analyzed using correlation and regression analysis. The findings suggested that humorous advertisement is one of the appeals which breaks the clutter. 90% of the respondents said that humorou

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Zhang, Yong, and George M. Zinkhan. "Responses to Humorous ADS: Does Audience Involvement Matter?" Journal of Advertising 35, no. 4 (2006): 113–27. http://dx.doi.org/10.2753/joa0091-3367350408.

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6

Waqar, Abbiha. "Impact of humorous advertising on purchase decision: In context of Pakistan’s telecom industry." Global Journal of Business, Economics and Management: Current Issues 10, no. 2 (2020): 144–50. http://dx.doi.org/10.18844/gjbem.v10i2.5089.

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The purpose was to study the impact of humorous advertisement on purchase decision, and in order to reach this objective, Uf one ads were analysed and compared to other mobile network ads which are being aired, especially in Pakistan’s telecom industry. Mobile users of Pakistan filled the questionnaires which were administered via distributing hard copies and online through Google Forms, from January 2017 to January 2018. Secondary data were collected using different research journals, which included JSTOR, Science Direct and Google Scholar. The planned sample size was 127 respondents. The res

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7

Spielmann, Nathalie. "How funny was that? Uncovering humor mechanisms." European Journal of Marketing 48, no. 9/10 (2014): 1892–910. http://dx.doi.org/10.1108/ejm-07-2012-0393.

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Purpose – This paper aims to uncover humor mechanisms. Humor mechanisms influencing consumer behaviors seem relatively under-researched. In consequence, the effectiveness of humorous appeals is often questioned and research has yet to provide clear guidelines regarding why, for whom and when these appeals work. After uncovering ads that contain the two main types of humor mechanisms, the distraction and combined-influence hypotheses are tested in combination with dispositional and situation involvement. Design/methodology/approach – Using a focus group to define the ways consumers perceive hum

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Neha Powrel and Swapna H.R. "Discussion on a safe approach to creating humorous ads for Premium brands: A thematic analysis." World Journal of Advanced Research and Reviews 18, no. 2 (2023): 310–21. http://dx.doi.org/10.30574/wjarr.2023.18.2.0766.

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The concept of humorous ads has been extensively applied by numerous brands and the results have often been impactful and advantageous for their business. However, when it comes to premium brands, indecisiveness still remains. Many premium brands avoid the use of humor in their ads so as to maintain their elegance. Others, however, have taken a risk and have been experimenting with this unknown substance. The research aims to identify a safe approach that would help premium brands use humor in their ads while keeping their prestige and elegance intact. The study derives four themes which are b

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Neha, Powrel, and H.R Swapna. "Discussion on a safe approach to creating humorous ads for Premium brands: A thematic analysis." World Journal of Advanced Research and Reviews 18, no. 2 (2023): 310–21. https://doi.org/10.5281/zenodo.8379827.

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The concept of humorous ads has been extensively applied by numerous brands and the results have often been impactful and advantageous for their business. However, when it comes to premium brands, indecisiveness still remains. Many premium brands avoid the use of humor in their ads so as to maintain their elegance. Others, however, have taken a risk and have been experimenting with this unknown substance. The research aims to identify a safe approach that would help premium brands use humor in their ads while keeping their prestige and elegance intact. The study derives four themes which are b

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10

Stwora, Anna. "On the Popcultural Life of Historical Works of Art in Humorous Advertising." Świat i Słowo 36, no. 1 (2021): 167–81. http://dx.doi.org/10.5604/01.3001.0014.7911.

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The paramount objective of this paper is to discuss the popcultural life of historical works of art in selected humorous ads. Firstly, the workings of the incongruityresolution theory of humour and script opposition are presented. Then, the author proceeds to the topic of popculturing visual art in ads. Finally, attention is paid to specific instances of popculturing and funification in several art-related multimodal ads, which makes it possible to see the mechanisms of humour elicitation resultant from the ongoing displacement of historical works of art and their transference into the pop-cul

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Vermeulen, Ivar, Ellen Droog, and Christian Burgers. "Overlay ads in humorous online videos: it’s a matter of timing." International Journal of Advertising 38, no. 7 (2019): 1046–66. http://dx.doi.org/10.1080/02650487.2019.1621616.

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Hofmann, Jennifer, and Willibald Friedrich Ruch. "Humorous TV ads and the 3WD: Evidence for generalizability of humour appreciation across media?" European Journal of Humour Research 5, no. 4 (2017): 194. http://dx.doi.org/10.7592/ejhr2017.5.4.hofmann.

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Individuals differ in their appreciation of jokes and cartoons with respect to the structure of the humorous material (e.g., whether the jokes and cartoons are can be categorised in terms of incongruity-resolution or in terms of nonsense), as well as content (e.g., whether they contain sexual themes or not). While the 3WD (3 jokes dimensions) test allows for the measurement of such differences in a paper-pencil test of verbal jokes and visual cartoons, humour transported by other media, such as TV advertisements, has not been included so far. The current study aimed at assessing the appreciati

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Oikarinen, Eeva-Liisa, and Saila Saraniemi. "Categorizing Humorous Employer Brand Message in a Small Company’s Online Job Ads." Corporate Reputation Review 19, no. 3 (2016): 198–218. http://dx.doi.org/10.1057/s41299-016-0003-2.

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Joanna, Lin, Sung Billy, and Lee Sean. "STAY FOR THE PUNCHLINE: EXAMINING AD SKIPPING BEHAVIOUR IN HUMOROUS VIDEO ADS." Global Fashion Management Conference 2025 (July 31, 2025): 160. https://doi.org/10.15444/gmc2025.02.07.01.

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UNTARINI, Nindria, Anik Lestari ANDJARWATI, Yessy ARTANTI, Widyastuti WIDYASTUTI, and Monika TIARAWATI. "IMPACT OF HUMOROUS NARRATIVE ONLINE ADVERTISING ON ATTITUDE TOWARD ADVERTISING: THE MODERATING ROLE OF ADs INVOLVEMENT." BUSINESS EXCELLENCE AND MANAGEMENT 12, no. 4 (2022): 76–93. http://dx.doi.org/10.24818/beman/2022.12.4-06.

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Advertising is one way for a business to reach more buyers. Utilizing stories in advertisements as an effective marketing communication tool for engaging audience emotions and building a strong relationship between brands and consumers. Through narrative online advertising, it can reach wider consumers, lower advertising costs, and target specific consumers. The purpose of this study is to empirically examine the effect of humorous narrative online advertising on attitudes to advertising and the moderating role of advertising involvement in the relationship between the two. Using quantitative

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Sjabadhyni, Bertina, Martina Dwi Mustika, Nathasia Carissa, et al. "The Role of Need for Cognition in Predicting the Attitudes of Indonesian Millennials Toward Printed Advertising and Purchase Intentions." SAGE Open 11, no. 3 (2021): 215824402110299. http://dx.doi.org/10.1177/21582440211029918.

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This article presents findings from research investigating the effectiveness of humor appeals (humor relatedness and humor mechanisms) to Indonesian millennials for predicting their attitudes toward printed ads and their purchase intentions. In total, 543 Indonesian millennials participated in three experimental studies to test the relationship between humor appeals and the need for cognition to predict their attitudes and intentions. It was found that humor appeals were effective in predicting millennials’ attitudes toward printed ads and their purchase intentions. However, the need for cogni

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Mozgunova, A. "Pun in Japanese Advertisement: Language, Cultural and Communicative Specifics." Scientific Research and Development. Modern Communication Studies 11, no. 6 (2022): 95–103. http://dx.doi.org/10.12737/2587-9103-2022-11-6-95-103.

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The article dwells upon cultural specific of pun in Japanese advertisement. Indirect communication strategy which includes word play is an essential part of advertising communication. Pun (word play) is considered to be amusing, humorous use of homophones, however, despite humorous effect and ambiguity of pun, pun is not necessary a joke in advertisement. The study is considered to be relevant due to a distinct role of pun in advertisement. About 28% of Japanese TV advertisement is humorous and 12% contains pun.  Game, and language game in particular, are considered to be culturally infl

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Stwora, Anna. "Funny or distasteful? A cross-cultural perspective on surprise and humour in multimodal advertising." European Journal of Humour Research 8, no. 2 (2020): 113. http://dx.doi.org/10.7592/ejhr2020.8.2.stwora.

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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

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Zulfa, Hazimah, and . Indrawati . Indrawati. "Indicators to Measure the Influence of Celebrity Personality and Humor Ads on Consumer Purchasing Intentions." International Journal of Current Science Research and Review 06, no. 12 (2023): 8411–18. https://doi.org/10.47191/ijcsrr/V6-i12-89.

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Abstract : Humorous advertising is considered the most effective marketing tool. However, on the other hand, consumers still identify the credibility of celebrities who star in advertisements. Companies need to determine which aspects of these two things are effective in increasing consumer purchasing intentions according to the type of product and target market. Apart from that, this research also measures endorsed brand credibility, transfer of brand image, attitude toward ads and e-word of mouth. This measuring tool was tested on a sample of 30 women who had seen a funny endorsement video f

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Vardeman, Christopher. "Investigation of Consumer Responses to Visual and Textual Elements of Meme Marketing Advertisements." Journal of Social Media Marketing 4, no. 1 (2025): 16–37. https://doi.org/10.33422/jsmm.v4i1.1436.

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Brands have started using internet memes as a marketing tool on social media to combat declining engagement rates among consumers. Despite increased adoption in professional practice, limited scholarly attention has been paid to meme marketing, or to the elements that may contribute to the success of memes intended as brand advertisements. Employing heuristic cues to facilitate peripheral cognitive processing and controlling for humor perception and advertising skepticism, two interrelated experiments investigate how ad type, brand identity, humor, and perceived popularity of a social media ma

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García Vizcaíno, María José. "Humor in code-mixed airline advertising." Pragmatics. Quarterly Publication of the International Pragmatics Association (IPrA) 21, no. 1 (2011): 145–70. http://dx.doi.org/10.1075/prag.21.1.08gar.

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This article examines how humor works in the code-mixed advertising campaigns of the Spanish airline company Vueling. Drawing on the fetishism approach to multilingual advertising (Kelly-Holmes, 2005) and the theory of incongruity (Raskin, 1985), this paper explores three main types of humorous deviations in Vueling campaigns: structural, phonetic, and visual. The analysis confirms that humor in Vueling ads is produced by deviations at the formal rather than semantic level of language, specifically through the insertion of foreign languages (mainly English and French) into Spanish colloquial e

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Karjo, Clara Herlina, and Akbar Satyono Rahmadhito. "CYBERPRAGMATIC ANALYSIS OF DIGITAL HUMOR IN WHATSAPP STICKERS." Prosiding Konferensi Linguistik Tahunan Atma Jaya (KOLITA) 21, no. 21 (2023): 45–54. http://dx.doi.org/10.25170/kolita.21.4834.

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With the growth of digital environment, social interaction between people, particularly university students, is also affected. Communication has become multimodal, meaning people not only send textual messages but also visuals such as videos, memes, stickers, or emojis. These multimodal communication forms are facilitated by digital communication platforms such as WhatsApp and Line. The use of stickers, specifically in WhatsApp, could suggest certain implicatures which are covered in humorous way. The present research aims to describe how the text and the image of WhatsApp stickers create humo

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Wenerda, Indah. "PENGGUNAAN PENDEKATAN SATIR PADA IKLAN AXIS #KENAPANGGAK." Jurnal Ranah Komunikasi (JRK) 2, no. 2 (2018): 97. http://dx.doi.org/10.25077/rk.2.2.97-108.2018.

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Media is one of the tools that helped shape how cultural practices develop in the midst of human life, one of which is through advertising. This can be the opposite, developing cultural practices also contribute to how advertising in this case are produced by advertisers. In the #KenapaNggak Axis Ad, which was just released in early May, it displays the realities that are happening in today's society, especially the character of today's young people. This reality is packaged in such a way by ad makers through Axis Ads #KenapaNggak. This paper is made using qualitative research. This type of re

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Warsono, Warsono. "INTERESTING VIEWERS ANALYSIS ON ADVERTISING AT TELEVISION (Case Study of Cigarette Ads for Viewers in the Surabaya Area)." Tibuana 3, no. 02 (2020): 12–22. http://dx.doi.org/10.36456/tibuana.3.02.2559.12-22.

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The increasing number of advertisers ontelevision, advertising is measured objectively.However, there are still many advertisementsthat fail, because advertising agencies do notdesign advertisements in the form of news. Toplace an ad, the company hires the services ofan advertising agency to design and managethe placement of its advertisements. To restoreclient confidence, an advertising agency mustbe able to increase creativity and selladvertising effectiveness to clients. So, whatthey have to do is create a truly effectiveadvertisement in accordance with what theywant, which aims to improve

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Chattoo, Caty Borum. "A funny matter: Toward a framework for understanding the function of comedy in social change." HUMOR 32, no. 3 (2019): 499–523. http://dx.doi.org/10.1515/humor-2018-0004.

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Abstract Despite its cultural reach and influence, comedy may not be well-understood in communication and public engagement efforts for social justice challenges. Research about comedy’s influence in social issues exists across disciplines and lacks common language. This article creates a practical framework toward the understanding of mediated comedy in social change communication by presenting a typology of distinct formats of comedy – scripted entertainment, satire news, humorous ads, and stand-up comedy – and synthesizing multidisciplinary scholarship that deals with the role of comedy in

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Lin, Zhimin. "Investigate the Impacts of Humor on Advertisement Effectiveness via Social Media Marketing." Advances in Economics, Management and Political Sciences 11, no. 1 (2023): 141–46. http://dx.doi.org/10.54254/2754-1169/11/20230530.

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This paper focuses on the impact of humor on advertisement effectiveness via social media marketing. The paper aims to give some inspiration to the social media era from the perspective of marketing. It will first illustrate the difference between social media and traditional media, which provides a good overview of the research. Then, it will mention the measures and the general effects of humor on advertising, like the number of likes, comment and reposting. By combining the previous theories, the study found that the effect of humor marketing can be achieved more on social media, which cont

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Newton, Joshua D., Jimmy Wong, and Fiona Joy Newton. "Listerine – for the bridesmaid who’s never a bride." European Journal of Marketing 50, no. 7/8 (2016): 1137–58. http://dx.doi.org/10.1108/ejm-06-2015-0321.

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Purpose While the potential benefits of integrating humour into advertisements are widely understood, the reasons why these effects emerge are not. Drawing on literature about the impact of psychological feelings of power, this research aims to examine how power motivation interacts with the presence of disparaging humour in ads to influence ad-related outcomes. Design/methodology/approach Following the measurement (Study 1) or manipulation (Study 2) of power motivation, participants viewed an ad featuring either disparaging humour or one of the following alternatives: no humour (Study 1) or n

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Djambaska, Aneta, Ilijana Petrovska, and Elena Bundaleska. "Is Humor Advertising Always Effective? Parameters for Effective Use of Humor in Advertising." Journal of Management Research 8, no. 1 (2015): 18. http://dx.doi.org/10.5296/jmr.v8i1.8419.

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<p>The aim of this research is humor consumption and its extensive use in today’s advertising. One of the most prominent features of humor is its convictive nature. A humorous context may increase liking for the source at the same time creating a positive mood. Humor does serve to make the audience laugh, make the viewers happy and create positive mood. In general, humor itself has a permanent presence and a specific role in advertising. However, it should be underlined that humor should be used carefully in advertisements; otherwise it may result in resistance. Using humor is regarded a

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García Vizcaíno, María José. "La traducción de anuncios multilingües: un reto para el traductor del siglo XXI." Babel. Revue internationale de la traduction / International Journal of Translation 57, no. 2 (2011): 185–203. http://dx.doi.org/10.1075/babel.57.2.04gar.

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This article aims to present multilingual advertising from the point of view of translation. In particular, I will focus on the case of the Spanish airline Vueling whose signature feature is the mixture of languages in its advertising campaigns. The method of analysis used in this study will be the pragmalinguistic model used by Hickey (1999) in the translation of humorous texts since humor is the main function of Vueling advertisements. This model is based upon the individual analysis of each one of the three elements in the speech act (locutionary, illocutionary, and perlocutionary) of the s

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Stigel, Jørgen. "Humor i dansk tv-reklame. Et middel på tværs af livsstil?" MedieKultur: Journal of media and communication research 24, no. 45 (2008): 15. http://dx.doi.org/10.7146/mediekultur.v24i45.507.

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Udgangspunktet for denne artikel er, at humor spiller en relativt dominerende rolle i dansk tv-reklame, og at der dermed er tale om en stilart, som i høj grad søger at vinde tilslutning og sympati igennem en inkluderende henvendelsesmodus. Man kunne fristes til at antage, at dette skulle hænge sammen med en særlig dansk mentalitet, og at humor er mere eller mindre uomgængelig, hvis man vil have danske forbrugere i tale. Dette forhold kontrasteres med den tænkning i livsstile, som er blevet dominerende, dvs. en tænkning, der grundlæggende søger at udskille bestemte forbrugertyper eller -grupper

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Lin, Chien‐Huang, Hung‐Chou Lin, and Sheng‐Hsien Lee. "The influence of health‐related information on variety‐seeking behavior." British Food Journal 113, no. 11 (2011): 1379–92. http://dx.doi.org/10.1108/00070701111179997.

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PurposeThis paper seeks to explore the effect of mood states and gender on the relationship between health‐related information and variety seeking (VS) behavior among food products.Design/methodology/approachTwo experiments were conducted to examine the moderating effects of mood states and gender on the relationship between health‐related information and VS.FindingsThe results indicate that sad people incorporate more VS than happy people when health warnings and nutritional labeling are absent, but sad and happy people tend to converge to similar levels of VS when health warnings and nutriti

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Lee, Chae. "The Humorous Dimension and Expandability of Maps : a Study on Humorous Maps as Experimental Mapping." Archives of Design Research 30, no. 4 (2017): 123–39. http://dx.doi.org/10.15187/adr.2017.11.30.4.123.

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Parisi, Rose L., and Wesley A. Kayson. "Effects of Sex, Year in School, and Type of Cartoon on Ratings of Humor and Likability." Psychological Reports 62, no. 2 (1988): 563–66. http://dx.doi.org/10.2466/pr0.1988.62.2.563.

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This experiment studied how sex, year in school, and type of cartoon affects humor and likability ratings of two types of cartoons. 40 men and 40 women (20 college freshman, 20 sophomores, 20 juniors, and 20 seniors) rated 3 Far Side and 3 Family Circus cartoons for how humorous and likable the cartoons were. Two 4 × 2 × 2 mixed analyses of variance were performed, one on humor ratings and one on likability ratings. Far Side Cartoons were more humorous and likable than Family Circus cartoons. Men were more extreme in their ratings than women; they rated the Fat Side cartoons as more likable an

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Borbuchalova, Baktygul. "THE MAIN ELEMENTS OF FOLK SATIRE IN ORAL CREATIVITY." Alatoo Academic Studies 23, no. 3 (2023): 236–48. http://dx.doi.org/10.17015/aas.2023.233.25.

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Having a separate place in the public consciousness (according to the critical point of view), satirical or humorous artistic thinking, which manages to approach literary creativity from a different angle, acquires a specific form as a work of art, and the personal creativity of a poet or writer is of great importance. Of course, when a creative person expresses his attitude to funny events, he does not intend to write in only one genre, but at the same time he is engaged in a wide genre range in order to make the thought satirical or humorous, and tries to place his own content from it. Typin

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Goldingay, John. "Are They Comic Acts?" Evangelical Quarterly: An International Review of Bible and Theology 69, no. 2 (1997): 99–108. http://dx.doi.org/10.1163/27725472-06902002.

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Some commentators note individual humorous notes in Acts but the possibility that the book is systematically humorous has been little examined. Humour is actually used throughout the book as a means of insight and of rhetorical effectiveness; it is doubtful whether this either makes it more likely or less likely that the book is historical in intent and nature. Its humour makes fools of outsiders (unbelieving Jews, pagans, and imperial authorities), gently mocks insiders (great leaders and ordinary believers), and both adds to the portrayal of joy and tempers the portrayal of gloom.

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Tsakona, Villy, and Jan Chovanec. "Revisiting intertextuality and humour: fresh perspectives on a classic topic." European Journal of Humour Research 8, no. 3 (2020): 1. http://dx.doi.org/10.7592/ejhr2020.8.3.tsakona.

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In humour research, intertextuality has been extensively studied with the aim of understanding how humorous texts are constructed on the basis of previous texts. In this paper, we elaborate on the sociopragmatic functions of intertextuality, pointing out not only how humorous texts rely on previous texts and background knowledge, but also what sociopragmatic functions intertextuality serves in actual communicative situations, e.g. the effect the recognition (or not) of intertextual references has on the segmentation of recipients into various groups. To this end, the paper discusses intertextu

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Yan, Qilin, and Lin Ma. "Toward a Cognitive-Pragmatic Account of Humorous Metaphor in Chinese Diplomatic Discourse." Journal of Social Science Humanities and Literature 6, no. 5 (2023): 219–27. http://dx.doi.org/10.53469/jsshl.2023.06(05).32.

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Despite the repeated call for humor research, few attempts have been made to address humorous metaphors in diplomatic discourse. This paper examined each type of strategic humor behind these metaphors in Chinese diplomatic discourse from the perspective of cognitive pragmatics. Blending theory, metaphorical mapping, and inferential structure between source and target domain were examined to construe the implicature behind humorous metaphors in digital diplomacy, press conferences, and presidential speeches. We found: (1) multimodal resources can add more value to metaphor inference in digital

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Pandey, Kamya, and Ruchi Jaggi. "Advertising Narratives of Society and Politics: A Semiotic Analysis of Amul’s Print Ads." Revista Gestão Inovação e Tecnologias 11, no. 4 (2021): 5112–31. http://dx.doi.org/10.47059/revistageintec.v11i4.2552.

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Contextual knowledge is the most important aspect of language comprehension. We define contextual knowledge as both general knowledge and discourse knowledge, i.e., knowledge of the situational context, background knowledge, and co-textual context. In this paper, we will discuss the significance of contextual knowledge in comprehending the humor found in Amul's cartoon advertisements in India. Throughout the process, we will analyze these advertisements and determine whether humor is an effective tool for advertising and, as a result, marketing. These bilingual advertisements also assume that

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Mortensen, Mille, and Charlotte Andreas Baarts. "Killing ourselves with laughter … mapping the interplay of organizational teasing and workplace bullying in hospital work life." Qualitative Research in Organizations and Management: An International Journal 13, no. 1 (2018): 10–31. http://dx.doi.org/10.1108/qrom-10-2016-1429.

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Purpose The purpose of this paper is to explore the interplay of organizational humorous teasing and workplace bullying in hospital work life in order to investigate how workplace bullying can emerge from doctors and nurses experiences of what, at first, appears as “innocent” humorous interactions. Design/methodology/approach Based on an ethnographic field study among doctors and nurses at Rigshospitalet (University Hospital of Copenhagen, Denmark) field notes, transcriptions from two focus groups and six in-depth interviews were analyzed using a cross-sectional thematic analysis. Findings Thi

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Fatima, Nosheen, Munaza Bibi, and Rahyab Ahmed Khan. "How Servant and Humorous Leadership Link to Innovative Behavior: Exploring the Moderating Rolr of Workplace Fun Environment." Sarhad Journal of Management Sciences 10, no. 2 (2024): 231–50. https://doi.org/10.31529/sjms.v10i2.1032.

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This study aims to assess the link between servant leadership and humorous leadership with innovative behavior and a workplace fun environment as a moderator between the two paths. For data gathering, a survey design was used. In this regard, respondents who work in the service industry of Pakistan were employed with a sample of 350. The data was analyzed using Smart PLS. As per results, servant leadership and humorous leadership are linked significantly to innovative behavior. Moreover, a workplace fun environment moderates the link between the servant and humorous leadership and innovative b

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Solibut, Elto. "Khotbah Humoris dari Perspektif Homiletika." VISIO DEI: JURNAL TEOLOGI KRISTEN 5, no. 2 (2023): 134–43. http://dx.doi.org/10.35909/visiodei.v5i2.461.

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Humor sudah biasa digunakan dalam khotbah. Bahkan ada pengkhotbah yang terkenal karena selalu membawakan humor-humor segar dalam khotbahnya. Namun apakah humor sejalan dengan prinsip dalam homiletika? Penelitian ini bertujuan untuk menggali gagasan tentang khotbah humoris dari perspektif homiletika. Metode yang digunakan adalah studi pustaka. Hasilnya penulis menemukan bahwa humor di satu membawa dampak positif bagi khotbah karena dapat membantu pengkhotbah menyajikan pengajaran-pengajaran dengan cara kreatif sehingga menarik perhatian dan mudah untuk dipahami oleh pendengar. Namun penggunaan

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Dzhaneryan, S. T., and D. I. Gvozdeva. "Dynamics of educational, career and life motives of female psychology students in the process of studying at a university." SHS Web of Conferences 113 (2021): 00017. http://dx.doi.org/10.1051/shsconf/202111300017.

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The article presents the results of a research aimed at establishing the dynamics of educational, career, life motives of female students of higher educational institutions studying psychology. The research methods were testing (methods: “Career Anchors” (E. Shane, adaptation and translation by V.Ya. Vinokurov, V.A. Cheeker), “Diagnostics of the motivational structure of a personality” (V.E. Milman), “Humorous phrases test” (HFT) (A.G. Shmelev, A.S. Babina); longitudinal sections method (longitudinal method). As statistical methods for analyzing the results, methods of parametric (multiple lin

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Abu-Rayyash, Hussein, Linda S. Al-Abbas, and Ahmad S. Haider. "Arab fansubbers’ intervention in movie scripts through adding humorous notes: Reactions and functions." Journal of Arab & Muslim Media Research 16, no. 2 (2023): 139–59. http://dx.doi.org/10.1386/jammr_00060_1.

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Translation notes, as employed in fansubbing, are remarks added to the subtitles without reference to the source text. The current study adopts quantitative and qualitative approaches to investigate the receptivity and classification of translation notes explicitly utilized in fan-subtitled English movies for Arab audiences. In the quantitative part, 90 participants were engaged to assess fan-subbed English films with embedded translation notes in Arabic and subsequently completed an eighteen-item questionnaire. The analysis revealed a favourable disposition towards translation notes, albeit w

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Bernal, Victoria. "Deadly serious: Pandemic humour, media and critical perspectives." Journal of African Media Studies 14, no. 2 (2022): 183–87. http://dx.doi.org/10.1386/jams_00072_2.

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COVID-19 is the most mediated pandemic in history thus far. COVID-19 humour, much of it circulated online, is a global phenomenon, but it takes different forms in different settings. This Special Issue brings together articles that add to our understanding of how Africans have experienced corona pandemic conditions, as well as contributing to the scholarship on media in African contexts, while focusing on humour. I suggest that we understand humorous responses to the COVID-19 crisis as discourses on contemporary conditions, and a means of highlighting the ongoing crises that precede the pandem

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Steir-Livny, Liat. "Is it OK to laugh about it yet? Hitler Rants YouTube parodies in Hebrew." European Journal of Humour Research 4, no. 4 (2017): 105. http://dx.doi.org/10.7592/ejhr2016.4.4.steir.

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The Holocaust was and remains a central trauma in Israel’s collective memory. For many years, the perception was that a humorous approach to the Holocaust might threaten the sanctity of its memory. Official agents of the Holocaust memory continue to believe in this approach, but since the 1990s, a new unofficial path of memory began taking shape in tandem with it. It is an alternative and subversive path that seeks to remember – but differently. In the last decade, YouTube has become a major cultural field including new humorous representations and images of the Holocaust. The article analyses

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Maha Majeed Anber. "A Pragmatic Study of the Sense of Humor during Covid19." Anbar University Journal of Languages and Literature 15, no. 3 (2023): 72–79. https://doi.org/10.37654/aujll.2023.140430.103.

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Gags, memes, and general silliness about Covid19 come into existence in the social media as the world hunkers down and is threatened by the most dangerous global health crisis in 100 years. The problem of this study is, if humor exists in this dangerous situation, then it might come into existence in other fields such as raising awareness and education. Consequently, some aroused questions need be answered in this research such as what those sayings add, their target, and their implied meanings. Moreover, the answers of those questions will create the base to know that humor, if used carefully

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Chen, Yunyu, Zhe Huang, Jingwei Liu, Haoying Wang, and Jingchao Zhou. "The Application of Clip in Short Videos - Take 5 Short Videos as an Example." Communications in Humanities Research 8, no. 1 (2023): 96–101. http://dx.doi.org/10.54254/2753-7064/8/20230975.

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The article describes five different short films and their editing techniques. Film 1 focuses on appearance anxiety of young women caused by external influences. The authors use black and white filming and sound montage to add a humorous effect. Film 2 shows the shadow of desire through a transfer student who turns to the dark side and uses flashbacks and j-cuts to add depth and intrigue to the story. Film 3 tells the story of a college student who receives an F on her transcript and uses flashbacks and internal monologues to reveal the cause and effect of the story. Film 4 is about a little g

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Editorial team of Babylonia. "Editorial." Babylonia Journal of Language Education 3 (September 9, 2023): 6–7. http://dx.doi.org/10.55393/babylonia.v3i.321.

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In an attempt to stay in touch with the evolution of society, we asked ChatGPT to tell us why museums are great for language learning. Here is its answer:  Museums are just the epitome of language learning greatness. Who needs lively conversations, engaging interactions, or authentic cultural experiences when you can stroll through silent halls, read lengthy exhibit descriptions, and marvel at ancient artifacts with no context? Surely, deciphering those small-font labels and listening to monotone audio guides in multiple languages will skyrocket your language skills. And let's not forget

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Carlson, Gregory I. "Four American Aesopic Parodists." Reinardus / Yearbook of the International Reynard Society 10 (December 11, 1997): 59–82. http://dx.doi.org/10.1075/rein.10.05car.

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Abstract Carlson considers four Americans who took Aesopic texts and created others that somehow transform the originals. For each author he asks two questions: What does he do with Aesop's stories? And what is the effect. For the latter three, there is also a small sampling of images. Bierce the cynic gives fables a surprising switch. The effects of surprise are to challenge rethinking and to suggest that things are worse than we thought. Thurber disrupts, divides, and denies traditional fables in order to undermine the easy validity people give to tradition. Zimler adds new morals or surpris

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Shakeel, Zoya, and Muhammad Farooq Alam. "Multimodal Genre Analysis of Political Cartoons during Pakistan's Economic Crisis." Global Digital & Print Media Review VI, no. I (2023): 290–97. http://dx.doi.org/10.31703/gdpmr.2023(vi-i).23.

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This article analyzes the genre of political cartoons through the prism of multi-modality, focusing on editorial cartoons published in the Dawn newspaper during the 2023 economic crisis in Pakistan. The purpose of the study is to evaluate the visual and linguistic strategies used by cartoonists to convey political messages in a humorous way and analyze how these messages are interpreted by the audience. The research design utilizes a qualitative methodology that involves a deep evaluation of linguistic elements of cartoons and Kress and Leeuwen's framework for analyzing visual grammar. The fin

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