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Advertising With Humour: A Pragmatic and Semantic Investigation
Abstract
The present chapter considers verbal humour used in advertising as a rhetorical device. To understand humour, one needs to make inferences by resorting to background knowledge (the domain of pragmatics), and to knowledge of the linguistic code (the domain of semantics). This endeavour examines a series of successful marketing campaigns for ROM, a Romanian chocolate bar brand, and tries to analyse the humorous elements they feature from a pragmatic and semantic perspective. Dwelling on ingrained prejudices and stereotypes, the advertisements for the Romanian chocolate bar have managed to attract attention by humorously exaggerating and sometimes by shocking the audience, compelling them to take action and share their opinions on the advertised matters on various websites. This strategy, which employs humour extensively, has turned out to be successful and, as a consequence, the brand's sales have dramatically increased.
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