Page 157

i

i

i

i

Eduardo Camilo

151

b) The commercial humour The jokes of this advertising humour class are rooted within the product (or brand) universe because they are connected with the goods existence, its attributes or competitive advantages. This is the reason why this class was placed in the Richard Petty and John Caccioppo’s persuasion central route category20 . Commercial humour class always refers to an argumentative discourse founded on the goods functionality, imputed benefits or on their alleged competitive advantages (figure 4); it may also be linked with a sort of ‘advertising pedagogy’ because, at its own way, it helps the consumer to understand the goods, to inculcate or to trivialize its specificities. In what concerns rhetorical strategies, (Aristotle, 1998), this class might be conceived as belonging to a sort of advertising logos, where jokes are connected with advertising pragmatic contexts of advice or of warning. The option for enclose this kind of humour in the Richard Petty and John Caccioppo’s persuasion central route category, means that the other classes (‘phatic’, ‘emotive’ and ‘intertextual’) should be placed inside the persuasion peripheral route, where change attitude would depend on “such factors as the rewards or the punishments with which the message is associated, or the judgmental distortions that take place in perceiving the message or the simple inferences that a person draws why a speaker advocated a certain position”21 . Therefore, three humoristic expressive possibilities show up: one will be based on funny incongruence with the consumer cultural or ideological patterns or with the advertising expressiveness modalities (‘phatic humor’); a second will report to a humoristic production connected with the advertising actors funny performance (‘emotive humor’) and the third will express a grotesque, a sarcastic humour, about the consumer himself or the market brands competition (‘intertextual humour’). Commercial humour class can also depend on how jokes report to types of merchandise with which consumers perform specific (purchase/consumption) behaviours. This idea is important because an even more fine classification may be done to reflect other humoristic expressive possibilities closely linked 20

PETTY, R. and CACCIOPPO, John T -. Attitudes and persuasion: Classic and contemporary approaches, p. 225. 21 Idem, p. 256.

Livros LabCom

i

i i

i

Ensaios de comunicação estrategica  

comunicação