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Análise de Discurso Crítica da publicidade

with the Percy and Rossiter’s grid about product types22 . According to the authors, products may be classified by the level of consumers involvement on the purchase of something (which always reports to a sort of financial risk or even other kind of threats) and the type of motivation underpinned on the purchase decision or on the consumption behaviour. It would be a proper humour for the ‘big tools’ – goods towards the consumer performs an high involvement level (because the purchase is risky), such as financial products (a); witticism about that merchandise despite being connected with high involvement levels (social or financial), presents functional low degrees, the big toys, such as jewellery (b); funny advertising about goods with an high functional level, but a low involvement degree (belonging to life’s routine purchase, like bodily hygiene products) (c) and a commercial humour concerning goods with low levels of involvement and functionality (d) – products which purchase or consumption don’t present any risk for the consumer, although its importance for his quality of life (eg. tobacco or snacks).

c) The emotive humour We shall classify as emotive every humoristic commercial which fun depends on the advertising actors performance (presenters, characters, celebrities,. . . ) about the merchandise functionality or the consumer needs (figure 5). In this class, it is the actor, and not the product, that plays the most important role, which means an expressiveness connected with a funny self. Underlying this thesis is again the Roman Jakobson’s studies, now about the emotive function of language23 . Humour would be a sort of (advertising funny) lyricism and laughter a consequence of a funny character comedy. B. Stern’s humour classification criteria24 can be adapted for this class: it is always possible to recognize an advertising physic comedy where the joke would depend on the actor’s performance. Not only on the way he speaks, 22 ROSSITER, J. R., PERCY, L. and DONOVAN J. R. – “A better advertising planning gride”, in: Journal of Advertising Research, 1991, (31 – October/November), p. 11-21. SPOTTS, H. E., WEINBERGER, M. G. and PARSONS, A. L. – “Assessing the use and impact of humor on advertising effectiveness: a contingency approach”, in: Journal of Advertising, 1997. 23 JAKOBSON, R. – Essais de linguistique générale. 24 STERN, B. B. (1996). “Advertising comedy in electronic drama. The construct, theory and taxiononomy”, in: Journal of advertising, Vol 22, (2), p. 37-59.

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