The Effectiveness of Humor In Persuasion

The Effectiveness of Humor in Persuasion”

            Emotions (including those described as being full of humor) can play a huge role in the issue of persuasion. Emotions work together with the way we think about a specific issue or situation. Some forms of persuasion techniques have been used in things such as advertising, pubic campaigns, and in many political messages. The actual message itself is important since one message can bring about varying levels of emotion for different people. 

            Humor is not only important in human relationships, such as in easing tension and avoiding the escalation of conflict, but it is also said to be medicine for the soul. (Seiter & Gass, 2004).  There are differing opinions, however, regarding the effectiveness of humor in persuasion.  When is it appropriate to use humor in marketing, for example?  Are certain types of humor off limits in public speeches designed to persuade?  Is it possible for humor to cross the ethical lines in business and advertising?  What are the risks involved in using humor, especially in cross-cultural communication?  These are serious questions that need to be addressed in the twenty-first century, especially with the world getting smaller and international relations becoming more challenging. 

            The purpose of this paper is to detail the effectiveness of humor in persuasion, including the identification of risks involved.  Classes have been taught, research conducted, and articles written on the appropriateness and effectiveness of humor in persuasion.  The issue becomes personal, however, when someone struggles with an introduction to a speech and finds that the introduction is offensive to someone from a different ethnic background.  One public speaker reports, for example, that when he told a joke at the beginning of a persuasive speech, the whole thing backfired.  A member of the audience got up and walked out before the speaker could explain his rationale for the joke.  He intended to use the joke not just to “hook” the audience, but also to illustrate how easily persons from various ethnic backgrounds could be offended and why it is important for concerned citizens to be culturally sensitive.  Before he could make his point, however, the speaker had defeated his own purpose and “shot himself in the foot.”

            On another occasion, an American educator was preparing to travel to India and deliver a persuasive speech at a conference.  He was advised not only to avoid using colloquialisms and guard against gesturing with his left hand, but also to refrain from using humor of any type.  He was told that colloquialisms would not be understood, public gestures with the left hand are offensive in that part of India, and humor runs the risk of alienating as well as confusing the audience.  When he returned to the States, he reported that he was extremely glad he had followed that advice.  Indian officials stated that he had managed to avoid the pitfalls encountered by most American speakers.

            The question of effectiveness of humor in persuasion, however, goes far beyond cross-cultural sensitivity.  There are questions about the types of humor to be used, how much effort in humor is justified, and what strengths of arguments are best supported.  Two recent articles in journals of psychology have addressed a number of these issues.           

            In their article on humor in print advertising, Cline and Kellaris contend that, while humor is often used in advertising, the results are mixed.  They conducted a laboratory experiment with print advertisements in order to learn which kinds of humor work best with which kinds of arguments.  They concluded that, “Humorous ads engender more positive attitudes when they employ weaker arguments and less positive attitudes when they use stronger arguments.” (Cline & Kellaris, 1999, p. 69).

            Cline and Kellaris report a number of findings that support the use of humor in advertising.  A survey of successful American advertisers revealed that 94% believed that humor was effective in gaining attention and that 38% felt that humor increased comprehension.  In addition, 62% of consumers who were surveyed indicated that humorous ads were more influential.  While not all studies provide the same results, it is clear that humor is a factor in persuasion.  Therefore, the question is not “if” humor is effective in persuasion, but “when” it is effective.  Evidence supports the claim that, “Humor is an effective communication technique for a wide range of products and channels.” (Cline & Kellaris, 1999, p. 69).

            The main purpose of the research by Cline and Kellaris was to discover the interrelationship between the use of humor in advertising and the strengths of the arguments employed.  While they concluded that more research is needed, there did seem to be a correlation, especially when the humor is relevant.  Humor is more effective in print advertising when the argument for a product is weaker and less compelling.  It is less effective when the argument is stronger and more overwhelming.  Regarding risks, “When humor is present, ad claims for low-risk convenience goods should not be so compelling as to overwhelm; arguments embedded in a humorous ad may be better off playing a supporting rather than leading role.”  (Cline & Kellaris, 1999, p. 74). 

            Jim Lyttle has written an article on the subject, titled “The Effectiveness of Humor in Persuasion:  The Case of Business Ethics Training.”  Lyttle used “persuasion theory to develop predictions about the effectiveness of humor.” (Lyttle, 2001, p. 206).  While he is not sure how effective humor is in persuasion, and whether the time and effort in the use of humor is justified, he is convinced that humor is somewhat effective.  He goes on to explore some of the ways in which humor might be effective.  One way is by creating positive affect or emotion.  “According to persuasion theory, people who are in a good mood are less likely to disagree with a persuasive message and more likely to rely on heuristic/peripheral cues.  Humor has been shown to produce such positive affect.  Therefore, he predicted that “the use of any humor would increase the effectiveness of a persuasive message.” (Lyttle, 2001, p. 207).  

Another way in which humor might be effective is by increasing liking for the source.  A third way is by distracting from too much thought about counterarguments.  A fourth way is by increasing trust in the source or the speaker.  Lyttle concluded that educators, advertisers, and politicians who want to use humor in persuasion should consider that self-effacing humor may be the most effective of all types of humor.  

Understanding persuasion as “an intentional effort at influencing another’s mental state through communication,” and assuming that mental state includes attitude, one persuasion theory that is commonly accepted is the “elaboration likelihood model.”  In this theory, “receivers assess persuasive messages differently depending on their involvement with the issue.” (Lyttle, 2001, p. 207).  What humor does is to help the audience or the receivers become emotionally involved with both the issue and the communicator.  That may be why the world’s best communicators and leaders always used humor.  If persuasion is the goal, therefore, appropriate humor becomes increasingly important.

                                                                                                  

"Delivering Bad News Tactfully and Effectively"

      Delivering bad news to an employee is never easy, but it can make delivering that news at least a little bit less complicated when there are specific company policies in place and when there is support from more than one source regarding the violations.  Additionally, often bad news that is given is not simply the dismissal of the employee, but a warning and the opportunity for one more chance.  That is actually good news!

      It is expected that every single employee of a said company to “deliver excellent customer service.”  When an employee in question is not new, but has been with the company for two years, that employee should know what is expected of him or her. When numerous complaints come in from customers and are substantiated by coworkers, that means that employee expectations have not been met.  

       How should an employee that is not meeting the company's expectations be approached? The first step is for the department manager to step back and check his or her attitude.  That manager would need be extra careful not to let any negative emotions determine his or her behavior.  Rather than allowing himself (or herself) to become emotional,  he or she must remain rational and have all the facts. Included in this approach would be research of company policies, standards listed in the employee manual, and expectations cited in this employee’s contract.  Of critical importance would be all notations included in the employee’s file, with performance reviews confirming that the problems are chronic and that the employee has been warned in the past at least one time.          

       Secondly, it would be good to have any intended approach written down.  This could include all complaints that were made about the employee (anonymously of course).  Thirdly,  the manager could ask the employee a few questions, for the purpose of making sure there are no misunderstandings and to give the employee an opportunity to explain the reasons for the behaviors.  This approach would also provide the manager with an impression of the employee’s attitude—whether the employee would now “own up” to the problems and request a chance to improve, or become defensive and continue the “confrontational behavior.” 

Next, the manager could explain all of the options that exist for the employee in question. It would be essential for him or her to be extremely clear about the expectations for improvement in the immediate future, to identify the time allowed, and what the implications for possible dismissal are if improvement does not occur.  The manager should then ask if the employee has any questions and then require the employee to sign a prepared statement indicating an understanding of the issues, along with the acceptance of the company's agreement for improvement or dismissal.

What kind of response might be anticipated?  There might be a defensive and argumentative response, resulting in possible confrontation.  At this point the manager would need to take advantage of what he or she knows and has learned about psychology and dealing with various conflict resolution techniques.  It is critically important, however, that the manager not become influenced by any expectations he or she may have, but to give the employee a fair chance to demonstrate a desire to comply and improve. 

Which conflict resolution techniques could be employed? The conflict resolution style of collaboration rather than competition or compromise would probably be the best one to use in this type of situation. This  technique involves keeping people and problems separate, listening carefully, and setting out the facts—especially since this situation is in the workplace. Another possible technique would be to explore any and all possible options together.  (Even if the employee is dismissed, there can sometimes be an amicable separation.)  Finally, the manager would want to offer to get help for the employee, especially if there is an anger-management need on the employee’s part.  

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Media Technology Blog Posting

    Digital Media

Digital media is one of the many types of media technologies used today.  This form of media utilizes digital data rather than analogue waveforms to carry broadcasts over television channels.  It is increasingly popular for television, especially satellite television, but it is not catching on so quickly for radio broadcasting.  Its usage has been influenced in recent years by the popularity of computers.  More and more homes in America have switched from analogue to digital television, especially with the recent transitions made by television stations and supported by the federal government.  The intended audience is the general public.

Digital media involves the use of digital applications to create high-tech forms of media that are predominantly used online.  These applications include graphic design software and digital video production and editing.  Also included are such things as video games, sound editing, and web page design.   

One technique used in digital media is digital publishing, which involves using digital publishing tools to create online media presentations to translate more traditional content into digital media.  Digital publishing combines elements of graphic design and web page design with a journalistic approach.  Its use is becoming very popular, especially because it appeals to the younger generation.

Dreamweaver is one example of a program using technology to create high end, functional web pages.  Those pages can involve such digital media elements as graphic design, flash, video and sound content.

Film and Video Technology

Film and video technology is another very popular form of media technology today, especially camcorders.  What family does not own a camcorder today?  Families in every town use them to record children’s birthdays, graduations, and numerous other special occasions.  The term camcorder really comes from the phrase “video camera recorder,” which is an electronic device that combines the video camera and the video recorder into one unit.  It is generally a portable device, which allows it to be used by the general public for family occasions.  In the 1990’s, use of digital replaced the analogue recording.  Now tapes are being replaced by disks and flash memory—sometimes called tapeless recorders.

Obviously another form of film and video technology is simply movies.  In the movie industry, there is the recent re-emergence of 3-D type movies, referring to three dimensional rather than just two dimensional films.  The 3-D approach is especially popular now with children’s animated films, but Avatar crossed over into the more general population as the intended audience.  Avatar, which paved the way for the technology to become an integral part of the cinema experience, became one of the biggest movies of all time.

Using 3-D in movies, however, was just the beginning.  Television soon followed, with such sporting events as the World Cup being featured in 3-D and with such companies as Sony and Samsung producing 3-D television sets.  Now the music industry is getting into the act of this type of media technology.  Justin Bieber and the Black Eyed Peas intend to release 3-D movie-concerts in the near future.  The entire art form of storytelling is undergoing a major transformation.   

The Internet  

The internet is perhaps one of the most important and frequently used types of media technology today.  It is publicly available around the world and is a system of interconnected computer networks that transmit data.  The internet is a tremendous asset for business and industry, as well as personal communication with family and friends.  It can also be a dangerous weapon, however, when used maliciously by people with no integrity and no sense of moral restraint. 

A tragic example of misuse of the internet is what happened on September 29, 2010 when a young Rutgers University student walked onto the George Washington Bridge and jumped more than 200 feet to his death.  This was three days after his roommate allegedly spied on him from another dorm room via a laptop video camera.  Images of the student’s sexual encounters were broadcast live online.  This horrible outcome was simply the latest casualty of internet abuse, with an 18-year old woman, a 13-year old girl, and a 13-year old boy taking their lives earlier as a result of similar embarrassments.  Such incidents have led newspapers to write about the internet’s ability to abet defamation and shame, asking if social networking has gone “too far.”  As with numerous other tools in modern culture, the internet is neutral but can be used with either good or bad intentions. 

Although they are not the same, the internet and the World Wide Web are terms often used interchangeably.  Technically the internet is a global data communications system, combining both hardware and software, whereas the Web is only one of the services communicated by the internet.  The internet is an invaluable form of media technology used not only in every home and office but also on the street and in coffee houses.  It is impossible to go anywhere today and not see people using the internet to communicate with family, clients, employers, and transportation systems such as airlines as well as to pay bills, order merchandise, and arrange appointments.   Faxes, electronic mail, online chat, and instant messaging are just some of the popular uses of the internet today.

Printing         

An older form of media technology that continues to be indispensable is printing.  Printing is a process for reproducing text and image, typically with ink on paper using a printing press.  Today it is often carried out as a large-scale industrial process and is central to the entire publishing process. 

Although increasing numbers of people consult sources on the internet, bookshops and libraries are still doing a booming business.  In addition to textbooks and both fiction and non-fiction books, printing can include stationery, print productions, and computer printing.  It can also include magazines, newspapers, advertisements, and business cards.  What company does not have letterheads and personalized envelopes?  What professional sales personnel do not hand out business cards?  Even federal and state government employees get in on the act.  All these forms of printing are still used to market products and services.  Printing companies are still doing a good business.  

Technically a book is a collection of written, printed, or illustrated sheets of paper.  Now, however, more and more people are carrying with them their new electronic books for the personal pleasure of reading, especially on long airline flights.  Electronic books may be an entirely new approach, but they are still books.  The publishing of those books may engage an entirely new approach to printing, but it is still printing.  And it is becoming an increasingly popular form of print technology.                                                                             

A recent form of printing is digital printing, which now accounts for nearly ten percent of the 45 trillion pages printed around the world each year.  There is still a use for older forms of printing, however.  Some of the more common printing technologies include inkjet, laser, dot-matrix, and electrophotography, as well as the older forms of blueprint, daisy wheel, line printing, and solid printing for television, especially satellite television, but it is not catching on so quickly for radio broadcasting.  Its usage has been influenced in recent years by the popularity of computers.  More and more homes in America have switched from analogue to digital television, especially with the recent transitions made by television stations and supported by the federal government.  The intended audience is the general public.

Dreamweaver is one example of a program using technology to create high end, functional web pages.  Those pages can involve such digital media elements as graphic design, flash, video and sound content.