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Análise de Discurso Crítica da publicidade

b) Advertising always plays a strategic value. Therefore it will be important to check how these advertising humour categories may influence the ads effectiveness about several parameters such as comprehension, ad liking or consumer behaviour. It is also important to verify the relationships between these humour categories and the products types. In order to achieve this purpose, it will be used product typologies, such as the Rossiter and Percy’s grid. c) Still about the advertising humour effectiveness, some research must be done about the humour pragmatic effects such as persuasion. It would include epistemological contributions from the Petty and Caccioppo’s Elaboration Likehood Theory and from the rhetoric studies to verify how pathos, logos and ethos expressive procedures underpin some specific advertising humour categories like the emotive, the commercial and the intertextual ones.

Bibliography ALDEN, D, HOYER, D. W. e Lee, C. – “Identifying Global and Culture Specific Dimensions of Humor in Advertising: a Multinational Analysis”. Journal of Advertising, 1993, 57 (2): 64-75; ARISTOTLE – Retórica. Lisbon, Imprensa Nacional – Casa da Moeda, 1998; BERGSON, H. – O riso. Ensaio sobre o significado do cómico. Lisbon, Guimarães Editores, 1993; CAMILO, E. – “Symbolic Fights Among Commercial Brands: the Advertising Conflicts”, in: Ramallo, Fernando; Lorenzo, Anxo M. and RodriguezYanez, Xoán (Eds) – Discourse and Entreprise. Muechen, Lincon GubH, 2006; CATANESCU, C., GAIL, T. – “Types of Humor in Television and Magazine Advertising”, in: Review of Business, 2001, XXth Vol.; FLAHERTY, K., WEINBERGER M. G. & GULAS C. S. – “The impact of perceived humour product type and humour style in radio advertising”,

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