The compelling power of humor makes it a recurrent topic for research in many fields, including communication Three theories of humor creation emerge in humor research: the relief theory, which focuses on physiological release of tension; the incongruity theory, singling out violations of a rationally learned pattern; and the superiority theory, involving a sense of victory or triumph Each theory helps to explain the creation of different aspects of humor, but each runs into problems explaining rhetorical applications of humor Because each theory of humor origin tries to explain all instances of humor, the diverging communication effects of humor remain unexplained Humor's enactment leads to 4 basic functions of humor in communication Two tend to unite communicators: the identification and the clarification functions The other 2 tend to divide 1 set of communicators from others: the enforcement and differentiation functions Exploration of these effects-based functions of humor will clarify understanding of its use in messages Humor use unites communicators through mutual identification and clarification of positions and values, while dividing them through enforcement of norms and differentiation of acceptable versus unacceptable behaviors or people This paradox in the functions of humor in communication as, alternately, a unifier and divider, allows humor use to delineate social boundaries

Humor as a Double‐Edged Sword: Four Functions of Humor in Communication

The Open and Closed Mind

The use of humor has become common practice in advertising; yet our knowledge about its impact has not been updated since the last major review almost twenty years ago. In the interim, a great deal of humor research has been conducted. The outcome of this research only partially supports earlier conclusions and highlights the need to apply humor with care. Humor is by no means a guarantee of better ads, but its effect can be enhanced with careful consideration of the objectives one seeks to achieve as well as the audience, situation, and type of humor.

/pdf/the-impact-of-humor-in-advertising-a-review-6bl2cb1xu2.pdf

The Impact of Humor in Advertising: A Review

Executive Overview Humor is a common element of human interaction and therefore has an impact on work groups and organizations. Despite this observation, managers often fail to take humor seriously or realize its numerous benefits. Humor is more than just funny concepts; it represents a multifunctional management tool that can be used to achieve many objectives. This article describes how managers can use humor to reduce stress and enhance leadership, group cohesiveness, communication, creativity, and organizational culture. Specifically, we suggest humor styles that are best suited to realize these outcomes. Additionally, the effect of humor on organizational outcomes is moderated by individual differences such as ethnicity and gender. Much like selecting the proper tool from a toolkit, managers can select the appropriate humor style suitable for the desired organizational outcome, adjust for individual differences, and achieve positive organizational outcomes.

The Use of Humor in the Workplace

Watson-Glaser Critical Thinking Appraisal ®

The basic course has changed its orientation substantially in the past five years moving toward a more pronounced public‐speaking emphasis with increased attention to performance activities and instruction based on topics which stress the return to public speaking. Growth is greater than that of either the department or the institution, but the course is staffed with a greater percentage of graduate teaching assistants and junior faculty than five years ago.

The basic course in speech at U.S. colleges and universities: III

The First Course in Speech: A Survey of U. S. Colleges and Universities.

Subjects were exposed to an informative speech on “listening”; intended to be either dull or interesting and either humorous or serious. They were tested for recall of information in the speech and asked to rate the speaker they heard on ethos scales and the speech they heard on interestingness and humorousness The addition of humor enhanced the interestingness of the dull speech but did not produce greater information retention. Addition of humor to each speech enhanced ratings of speaker character.

The effect of humor in dull and interesting informative speeches

In the experiment reported here fifty‐eight students in beginning speech communication courses were exposed to dittoed forms of speeches supposedly broadcast on radio. The speeches explained why the source of each speech decided to specialize in either economics or psychology. One version of each contained humor disparaging the academic field otherwise lauded. Subjects rated the messages and message sources on a number of dependent variables. Data as a whole suggest that speakers with relatively high status and ethos (college professors) can in their messages disparage their professional fields and thereby raise their ratings on wittiness, funniness, and sense of humor without damaging other factors of credibility.

Audience reaction to self‐disparaging humor

(1985). Advice to the beginning speaker on using humor—what the research tells us. Communication Education: Vol. 34, No. 2, pp. 142-147.

Charles R. Gruner

Papers

The basic course in speech at U.S. colleges and universities: III

The First Course in Speech: A Survey of U. S. Colleges and Universities.

The effect of humor in dull and interesting informative speeches

Audience reaction to self‐disparaging humor

Advice to the beginning speaker on using humor—what the research tells us