ERIC Number: ED196023
Record Type: RIE
Publication Date: 1980-Oct
Reference Count: 0
Humor in Advertising: The Language Pun.
While it is fashionable to use the semantic pun in advertising (for example, the meaning extension in "dollars and sense"), a lot of this humor slips past the American reader; not only unintentional bloopers that get past the proofreader but also intentional puns that escape the audience. Advertising humor has other pitfalls as well--the public may enjoy the ad but fail to remember the product or they may be offended by an ad. Consequently, humor is almost taboo in many advertising circles. Nevertheless, humor in advertising has at times been very successful. Humorous advertising has the greatest chance of success by abandoning the mass audience campaign and catering instead to segmented audiences, and by appealing to their desire for distinction and superiority. The advertising pun is somewhat like poetry or art: the greater the audience, the less value it has and the smaller the audience, the more personal it becomes. (HTH)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Response
Note: Paper presented at the Annual Meeting of the Rocky Mountain Modern Language Association (34th, Denver, CO, October 16-18, 1980).