Humor and its Role in Persuasion
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Humor and its Role in Persuasion
- 1. Humor and Persuasion Mitch Earleywine, Ph.D.
- 10. Models Offense Insanity not required
- 11. How does it work?
- 12. TELIC PARA-TELIC
- 15. No Yes Yes No (Surprise!) Set up generates expectation Punch fit? No Laugh Incongruity Explanation possible? Nonsense
- 16. “ The punch line triggers the switch from one script to the other by making the hearer backtrack and realize that a different interpretation was possible from the very beginning.” Attardo and Raskin, 1991
- 18. One thing seen two different ways
- 29. Nonsense MOO!
- 30. Relevance
- 39. Round Table Question How would you apply this to your business, and what are the risks?
- 40. Relevance mediated by attention and mood.
- 42. Humor Styles:RELATIONSHIPS Tone Target POSITIVE NEGATIVE SELF Self-Enhancing Self-Defeating* OTHERS Affiliative** Aggressive
- 52. Buying what? Functional Expressive High Risk Big Tools (White)* Large appliances Family Cars Insurance Big Toys (Red) Fashions Sports Cars Jewelry Low Risk Little Tools (Blue) Gasoline Cleaners Regular food Treats (Yellow) ** Beer COFFEE Desserts