Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 30172
Humor Roles of Females in a Product Color Matrix

Authors: Jin-Tsann Yeh, Chyong-Ling Lin

Abstract:

Healthcare providers sometimes use the power of humor as a treatment and therapy for buffering mental health or easing mental disorders because humor can provide relief from distress and conflict. Humor is also very suitable for advertising because of similar benefits. This study carefully examines humor's widespread use in advertising and identifies relationships among humor mechanisms, female depictions, and product types. The purpose is to conceptualize how humor theories can be used not only to successfully define a product as fitting within one of four color categories of the product color matrix, but also to identify compelling contemporary female depictions through humor in ads. The results can offer an idealization for marketing managers and consumers to help them understand how female role depictions can be effectively used with humor in ads. The four propositions developed herein are derived from related literature, through the identification of marketing strategy formulations that achieve product memory enhancement by adopting humor mechanisms properly matched with female role depictions.

Keywords: Humor mechanisms, Female role depiction, Product types.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1075112

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1614

References:


[1] G. O. Young, "Synthetic structure of industrial plastics (Book style with paper title and editor)," in Plastics, 2nd ed. vol. 3, J. Peters, Ed. New York: McGraw-Hill, 1964, pp. 15-64.
[2] A. Arima, "Gender stereotypes in Japanese television advertisements," Sex Role, vol. 49(1), pp. 81-90, 2003.
[3] E. Azim, D. Mobbs, B. Jo, V. Menon, and A. L. Reiss, "Sex differences in brain activation elicit by humor," Stanford University School, PNAS, vol. 102(45), pp. 16501, 2005.
[4] R. F. Bales and P. E. Slater, "Role differentiation in small decision-making group," in Family Socialization and Interaction Process, Free Press, 1955, pp. 259-306.
[5] A. A. Berger, An anatomy of humor. New Brunswick, NJ: Transaction Publishers, 1993.
[6] A. Blanch, "The problem of feminine masochism," Cornell Journal of Social Relations, vol. 9, pp. 1-15, 1974.
[7] M. Buijzen and P. M. Valkenburg, "Developing a typology of humor in audiovisual media," Media Psychology, vol. 6, pp. 147-167, 2004.
[8] A. J. Chapman and N. J. Gadfield, "Is sexual humor sexist?" Journal of Communication, vol. 26, pp. 141-153, 1976.
[9] A. J. Chapman and H. C. Foot, Humor and laughter: Theory, research, and application. New Brunswick: Transaction, 1996.
[10] A. E. Courtney and S. W. Lockertez, "A woman-s place: An analysis of the role portrayed by woman in magazine advertisement," Journal of Marketing Research, vol. 8, pp. 92-95, 1971.
[11] M. Crawford and D. Gressley, "Creativity, caring and context: Woman-s and men-s accounts of humor preferences and practices," Psychology of Women Quarterly, vol. 15, pp. 217-231, 1991.
[12] M. S. Davis, "Sociology through humor," Symbolic Interaction, vol. 2, pp. 105-110, 1979.
[13] G. A. Fine, "Humorous interaction and the social construction of meaning: Making sense in a jocular vein," Studies in Symbolic Interaction, 5, pp. 84-104, 1984.
[14] J. Ford, P. Voli, E. D. Honeycutt, Jr., and S. L. Casey, "Gender role portrayals in Japanese advertising: A magazine content analysis," Journal of Advertising, vol. 17(1), 1988.
[15] M. Gilly, "Sex role in advertising: A comparison of television advertisements in Australia, Mexico, and the United States," Journal of Marketing, vol. 7(1), 27-37, 1990.
[16] B. Henkin and J. M. Fish, "Gender and personality differences in the appreciation of cartoon humor," The Journal of Psychology, vol. 120(2), pp. 157-175, 2001.
[17] J. M. Jones, Cognitive factors in the appreciation of humor: A theoretical and empirical analysis. Unpublished doctoral dissertation, Yale University, 1970.
[18] J. Katz, "Families and funny mirrors: A study of the social construction and personal embodiment of humor," American Journal of Sociology, vol. 101, pp. 1194-1237, 1996.
[19] R. Lakoff, "Language and woman-s place," Harper & Row, vol. 56, 1975.
[20] P. E. McGhee, "Cognitive development and children-s comprehension of humor," Child Development, vol. 42, pp. 123-138, 1971.
[21] P. E. McGhee, Humor: Its Origin and Development. W.H. Freeman, 1979.
[22] M. Mulkay, On humor: It-s nature and its place in modernity society. Polity Press, 1988.
[23] J. C. Myer, "Humor as a double-edged sword: Four functions of humor in communication," Communication Theory, vol. 10, pp. 310-331, 2000.
[24] S. Myers, B. Ropog, and R. Rodgers, "Sex differences in humor," Psychological Reports, vol. 81(1), 221-222, 1997.
[25] G. Nerhardt, "Incongruity and funniness: Towards a new descriptive model," In eds. A. J. Chapman and H. C. Foot, Humor and Laughter: Theory, Research, and Application, London: Wiley, pp. 55-62, 1976.
[26] O. Nevo and B. Nevo, "Singaporean humor: A cross-cultural, cross-gender comparison," The Journal of General Psychology, vol. 128(2), pp. 143-156, 2001.
[27] W. E. O-Connel, "The adaptive function of wit and humor," Journal of Abnormal and Social Psychology, vol. 61, pp. 263-270, 1960.
[28] R. E. Petty, J. T. Cacioppo, and D. Schumann, "Central and peripheral routes to advertising effectiveness: The moderating role of involvement," Journal of Consumer Research, vol. 10(4), 135-146, 1983.
[29] R. F. Priest and P. G. Wilhelm, "Sex, marital status and self-actualization as factors in the appreciation of sexist jokes," Journal of Social Psychology, vol. 92, pp. 245-249, 1974.
[30] D. T. Robinson and L. Smith-Lovin, "Getting a laugh: Gender, status, and humor in task discussions," Social Forces, vol. 80(1), pp. 123-158, 2001.
[31] R. M. Stephenson, "Conflict and control functions of humor," American Journal of Sociology, vol. 56, pp. 569-574, 1951.
[32] T. C. Veatch, "A theory of humor, "Humor, vol. 11, pp. 163-215, 1998.
[33] N. Walker and Z. Dresner, Redressing the balance: American women-s literary humor from colonial times to the 1980-s, Jackson, MS: Univer, Press of Mississippi, 1988.
[34] M. G. Weinberger, L. Campbell, and B. Brody, Effective radio advertising. New York: Lexington Books, 1995.
[35] C. P. Wilson, Jokes: form, content, use and function. Academic Press, 1979.
[36] G. D. Wilson, D. K. Nias, and A. H. Brazendale, "Vital statistics, perceived attractiveness and response to risqué humor," Journal of Social Psychology, vol. 95, pp. 201-205, 1975.
[37] R. S. Wyer, D. A. Weatherly, and G. Terrel, "Social role, aggression and academic achievement," Journal of Personality and Social Psychology, vol. 1, pp. 645-649, 1965.
[38] D. Zillman and H. Stocking, "Putdown humor," Journal of Communication, vol. 26, pp. 154-163, 1976.