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Estratégias do humor nas publicidades da Control
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O humor é um fenómeno extremamente complexo e poderoso. É heterogéneo, uma concatenação de expressões, verbais e não verbais, que denotam uma ampla gama de intenções e reações (Lefcourt, 2001). O uso, as causas e os efeitos do humor são analisados e classificados desde os tempos de Platão e Aristóteles. Muitas foram as teorias que, ao longo dos séculos, tentaram explicar porquê, como e quando uma reação humorística é desencadeada. Hoje, as questões que esses antigos filósofos abordam, ainda estão em aberto. Esta dissertação tem como objetivo desenvolver as abordagens teóricas do humor para a análise da publicidade humorística envolvendo temas tabus. Uma extensão da análise do conceito é apresentada levantando a importância do contexto social e cultural que dita o sucesso ou fracasso de um esquema cómico. Esta linha de raciocínio sublinha a importância da comunicação implícita e o papel das emoções no panorama da comunicação estratégica (publicitária). O estudo de caso Control foi escolhido pelo seu sucesso digital, privilegiando uma abordagem descontraída e bem-humorada - construída a partir de posts de humor sexual. A dissecação teórica permite clarificar que a estratégia humorística acarreta riscos bem vincados, todavia, quando bem executada, evidencia o papel do humor enquanto difusor de emoções. Todo este trabalho assenta numa revisão de literatura, para que se apresente uma reflexão teórica bem fundamentada que permita compreender melhor as diferentes dimensões do humor, conceito tão presente socialmente e que ainda exige um maior foco analítico.
Humor is an extremely complex and powerful phenomenon. It is heterogeneous, a concatenation of expressions, verbal and non-verbal, that denote a wide range of intentions and reactions (Lefcourt, 2001). The use, the causes, and the effects of humor have been analyzed and classified since the times of Plato and Aristotle. Many theories have been formulated over the centuries trying to account for why, how, and when a humorous reaction is triggered. Today, the questions that these ancient philosophers address are still open. This dissertation aims to develop the theoretical approaches to humor for analyzing humorous advertising involving, taboo topics. An extension of the analysis of the concept is presented by raising the importance of the social and cultural context that dictates the success or failure of a comic scheme. This line of reasoning underlines the importance of implicit communication and the role of emotions in the landscape of strategic (advertising) communication. The Control case study was chosen for its digital success, preferring a relaxed and humorous approach, built with the use of sexual humor posts. The theoretical dissection makes it possible to clarify that the humorous strategy entails clear risks, however, when well executed, it highlights the role of humor as a diffuser of emotions. All this work is based on a literature review, so that a well-supported theoretical reflection is presented that allows to better understand the different dimensions of humor, a concept so socially present and which still demands a greater analytical focus.
Humor is an extremely complex and powerful phenomenon. It is heterogeneous, a concatenation of expressions, verbal and non-verbal, that denote a wide range of intentions and reactions (Lefcourt, 2001). The use, the causes, and the effects of humor have been analyzed and classified since the times of Plato and Aristotle. Many theories have been formulated over the centuries trying to account for why, how, and when a humorous reaction is triggered. Today, the questions that these ancient philosophers address are still open. This dissertation aims to develop the theoretical approaches to humor for analyzing humorous advertising involving, taboo topics. An extension of the analysis of the concept is presented by raising the importance of the social and cultural context that dictates the success or failure of a comic scheme. This line of reasoning underlines the importance of implicit communication and the role of emotions in the landscape of strategic (advertising) communication. The Control case study was chosen for its digital success, preferring a relaxed and humorous approach, built with the use of sexual humor posts. The theoretical dissection makes it possible to clarify that the humorous strategy entails clear risks, however, when well executed, it highlights the role of humor as a diffuser of emotions. All this work is based on a literature review, so that a well-supported theoretical reflection is presented that allows to better understand the different dimensions of humor, a concept so socially present and which still demands a greater analytical focus.
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Humor Teorias do humor Humor na publicidade Comunicação implícita Emoções Tabu Theories of Humor Humor in Advertising Implicit Communication Emotions Taboo