コミュニケーションとユーモア知覚 : そのメカニズムと規定因に関する一考察
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概要
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Humor is a fundamental ingredient of communication and it is one of the most widely employed message techniques in modern advertising. This paper is intended to review the studies concerning the theories on humor mechanism and the empirical researches on the correlates of perceived humor, and to find out future research issues on humor perception in advertising. There are three theories on mechanism of humor perception: disparagement, cognitive, and affective approaches. First, the disparagement approach explains humor perception in terms of social and interpersonal contexts within which humor is situated. Theories in this tradition include superiority, and disparagement theories. Second, the cognitive approach focuses on incongruity of objects or events and cognitive processing as main elements to produce humor. Theories in this approach include incongruity and incongruity-resolution theories. Finally, the affective approach emphasizes physiological arousal and thematic content as the determinant of perceived humor. Humor perception has long been viewed as a mechanism that allows for relief from some kind of strain: relief from expectation, from uncomfortably elevated levels of arousal, or from the exertion needed to repress feelings. Researchers have studied that humor perception is affected by variables such as message and audience character. But relatively little attention has been given to the basic question: how do individuals vary in their reactions to different types of humor? Further studies need to investigate the correlates of perceived humor in advertising, especially sex, types of humor, and personality factors would interact to affect humor perception.
- 2001-09-21
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