Page 161

i

i

i

i

Eduardo Camilo

155

sents a strategic value because it plays an important role on the management of a certain order among the market actors behaviour. Therefore, it should be conceived as sort of symbolic violence by which anyone can be punished from their deviant conduct by the means of a grotesque expression, a sarcastic laugh. For this remark, Henry Bergson’s thesis about the functionalist and moralist value of the laughter gains all of its pertinence. By this humour it is like the market has suspended a latent threat of an humiliation and, although is a soft one, it is not less feared: laughter is not anymore the product of a pure aesthetics practice, but “has the purpose of a general improvement”27 .

Conclusion and discussion In this essay, it was pointed out the necessity of building up an advertising humour practices taxonomy that would reflect how humoristic messages get specificities from their utterance on specific advertising pragmatic contexts. This classification reflects closely the studies about the epistemic status of advertising such as the ones of Xiaoli Nan and Ronald Faber. Humour is strongly connected with advertising structural communication characteristics such as the precarious pragmatic contexts, the advertising messages referential nature, the existence of specific ‘advertising language actors’ and the own dynamics of the markets connected with its operating (and communicating) modalities. These four characteristics underpin four main humoristic practices such as the ‘phatic’, the ‘commercial’, the ‘emotive’ and the ‘intertextual’ advertising humour. About these four categories, some ideas must be taken into account. a) If it was possible to conceive the advertising humour categories on a theoretical basis, empiric analysis must be done in order to verify how its own expressivity, meanings and pragmatic effects is presented. The research will imply semiotic and content analysis methodologies for a selected representative corpus of each class prototypical ads. Research agenda will also include topics about the humour mechanism of each category such as the humour relatedness (about the message or the product). 27

Idem, p 28.

Livros LabCom

i

i i

i

Ensaios de comunicação estrategica  

comunicação

Advertisement