03-04_News.qxp_RH Page 26/04/2023 12:54 Page 1
HUMOUR NEWS
Funny Business
Pun-tellers were not sadistic, it found, while pun-receivers were, it transpired, grateful, with puns among the most popular jokes. This meant that while people might feign the response “what have I pun to deserve this?” and make sounds indicative of physical pain, inside they were chuckling. "We were shocked to find people liked puns to the extent they did.” said Cody. “Out of almost 10 types of jokes, puns and observational jokes were the most enjoyed.” This surprised him as both a scientist and a pun-teller. “I'm not sure I've ever seen a pun receive a reaction stronger than a chuckle, but maybe that suggests more about me than puns”. One reviewer of the research even went so far as to suggest that given the surprising findings, the hypothesis could be the wrong way round, it's not that pun-tellers are sadists, but that pun-receivers are masochists. The research explains that some jokes seemed Dad jokes are simply pun-derful – that’s the conclusion to be enjoyed and made by over 90% of participants, of the latest research which took a decidedly different such as puns and observational humour, while more look at the subject of jokey word-play. than half avoided scatological jokes and insult While most successful attempts at humour are humour which were found to be divisive and negative, met with laughter or smiles, an exception is found in showing relationships with everyday sadism. puns which are often met with groans, a reaction The study concludes that far from the jokes which seems distinctly negative and indicative of being unwanted, girls – and boys – just want to have anguish, according to Cody Gibson and Professor Above: Cody Gibson and pun. A groan, the researchers claimed, is not a bad Brad J Sagarin. Professor Brad J Sargarin response, but “indicative of approval”. The pair, from Northern Illinois University in researched puns. This was a surprise to the researchers, as Cody the US, made the connection with everyday sadism, a explained: “We had many sources denouncing puns as bastards of personality trait where an individual finds enjoyment in the language and derailers of conversation, so we assumed punsters suffering of others, and conducted two studies to investigate could cause aggravation much like internet trolls.” punning as a form of this. However, having cited various sources showing that puns have However the research – Pun-intentionally sadistic: Is been dislked for centuries, the researcher added: “We would like to punning a manifestation of everyday sadism?, which has propose that puns are told for – not despite – pained reactions.” been published in Personality And Individual Differences, an Mind you, given the sheer number of greeting cards which Elsevier journal – appears to have concluded that the opposite include a pun, dad joke, or play on words, the industry could have may well be true. told Cody and Brad all this and they’d have understood it’s time The team surveyed almost 300 people about their joke to extend the empire of the pun and acknowledge the humour preferences, both as givers and receivers, and also used personality format is for everyone so make hay while the pun shines! tests, to assess the degree of sadism.
Humour is how humans manage many situations, and the sheer breadth of the funny cards on offer only serves to back this up. With humorous cards once again topping the charts for greeting card retailers in the recent PG Retail Barometer as the card category that grew the most in the last year, PG’s 2023 Focus On… Humour Cards adds to the giggle.
Empire of the pun
A million giggles
Above and above right: Phil’s giggling at this card has gone viral.
The right card can give anyone the giggles and 90-year-old Phil Newton’s funny bone was well and truly tickled by the Emotional Rescue card he received for his big day. The video of Phil crying with laughter at the Pint of Stout card bought from Card Factory went viral, now clocking up almost a million views on Twitter after daughter Sue posted it recently. “I'd like to say thank you to whoever designed this birthday card,” Sue wrote, “because Dad's reaction is priceless! Made me want to design cards!” Emotional Rescue’s creative director Jennie Rutter replied “Nothing makes us feel prouder of the work we do than when you see someone laughing at one of your cards.”
Focus On Humour Cards is published by Max Publishing Ltd, publisher of Progressive Greetings Worldwide and Progressive Gifts & Home. It is distributed with the May edition of Progressive Greetings Worldwide. Editor: Tracey Bearton (traceyb@max-publishing.co.uk); Editor-in-chief: Jakki Brown (jakkib@max-publishing.co.uk); Advertisement Director: Warren Lomax (warren@max-publishing.co.uk); Max Publishing Ltd, United House, North Road, London, N7 9DP www.max-publishing.co.uk Tel: 020 7700 6740. Home of The Henries, The Retas and Progressive Greetings Live. Copyright: 2023
Focus On Humour Cards
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