humor and persuasion mitch earleywine, ph.d.. $43,000,000,000
TRANSCRIPT
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Humor and PersuasionHumor and Persuasion
Mitch Earleywine, Ph.D.Mitch Earleywine, Ph.D.
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$43,000,000,000
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• Health• Relationships• Creativity• Talent• Negotiation• Persuasion*
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What humor can do• Attention (Initial and sustai• Memory (recognition and r• Liking (ad and brand)• Purchasing intention
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•Type• Relevance• Style• Audience• Product
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ModelsOffenseInsanity not required
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How does it work?
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TELIC PARA-TELIC
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Incongruity
“I haven’t slept for two weeks.”
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Incongruity
•“…because that would be too long!”
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Yes
No (Surprise!)
Set up generates expectation
Punch fit? No Laugh
Incongruity
Explanation possible? Nonsense No
Yes
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“The punch line triggers the switch from one script to the other by making the hearer backtrack and realize that a different interpretation was possible from the very beginning.”
Attardo and Raskin, 1991
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One thing seen two different ways
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Greg Dean’s Approach• Set up first story• Target assumption• Connector• Reinterpretation• Second Story• Punch
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I haven’t slept for two weeks• 1ST STORY ASSUMPTION: “He hasn’t slept at any
time in the last 14 days.”• 2ND STORY (generated by punch): “He means that
he hasn’t slept for 14 days consecutively.”• CONNECTOR: “for”
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CreativityREFRAME
Insight
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On the other hand... - Steven Wright
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On the other hand…• 1ST STORY ASSUMPTION: “He’s using an expression
to bring up a counterpoint.”• 2ND STORY (generated by punch): “He means his
other hand, literally.”• CONNECTOR: “hand” on “on the other hand”
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Your turn
The first thing that strikes a stranger in New York is…
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Your turn• I played golf the other day and broke 70. …• For years my husband and I were deliriously
happy…• I'd like to introduce a man with a lot of
charm, talent, and wit…
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Nonsense• Incongruity unresolved
• AUDIENCE? Best for extraverted sensation seekers, high in openness
• PRODUCTS? The low risk ones that they like: beer, coffee, energy drinks, desserts
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Nonsense
MOO!MOO!
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Relevance
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• Higher and lower humor • Higher and lower “relatedness”
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RELEVANCE VIDEO 1
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RELEVANCE VIDEO 2
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Round Table Question
How would you apply this to your business,
and what are the risks?
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Relevance mediated by attention and mood.
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STYLE
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Humor Styles:RELATIONSHIPS
Tone
Target
POSITIVE NEGATIVE
SELF Self-Enhancing Self-Defeating*
OTHERS Affiliative** Aggressive
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• LAMP• Incongruity/Resolved• Nonsense• Relevance• Affiliative style
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Who likes what?Incongruity-Resolution• Neuroticism• Religious
Fundamentalism• Authoritarianism
Nonsense• Openness• Extraversion• Sensation Seeking
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Buying what?Functional Expressive
High Risk Big Tools (White)*Large appliancesFamily CarsInsurance
Big Toys (Red)FashionsSports CarsJewelry
Low Risk Little Tools (Blue)GasolineCleanersRegular food
Treats (Yellow) **BeerCOFFEEDesserts
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Cialdini’s Big Six• Scarcity• Liking• Authority• Reciprocity Rule• Commitment and Consistency• Social Proof
• SLARCS
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• “People do not buy from clowns.” -Claude Hopkins 1923
• “Good copywriters have always resisted the temptation to entertain."
-David Ogilvy 1963 • “I have reason to believe that... humor can now
sell." -David Ogilvy 1982