Theoretical Background of Humour Concerning Marketing Communication

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https://doi.org/10.54937/ssf.2024.23.1.166-175

Autor/ Author: Jana Doaré

In: Studia Scientifica Facultatis Paedagogicae Universitas Catholica Ružomberok

ISSN: 1336-2232

Ročník/ Volume: XXIII.

Číslo/ Issue: 1

Strany/ Page Range: 166-175

Rok vydania/ Publication Year: 2024

Jazyk/ Language: Slovak

Vydavateľ/ Publisher: VERBUM – vydavateľstvo Katolíckej univerzity v Ružomberku

Abstrakt/ Abstract: This article explores the theoretical foundations of humour and its significance in marketing communications and public relations. It focuses on infiltrating humour into public relations, exposing its communicative potential and the strategic value that humour contributes to building relationships or management in several spheres. Based on theoretical foundations in communication and psychology, the work explains the persuasive nature of humour and its impact on human perception. The findings demonstrate the possibilities of incorporating humour as a strategic tool in marketing contexts while underlining the necessity of responsible and sensitive use of humour in marketing and media communication.

Kľúčové slová/ Keywords: Humour. Public relations. Humour theory. Strategic communication. Relationship building. Cultural sensitivity.

Citácia/ How to cite:

DOARÉ, Jana, 2024. Teoretický základ humoru vo vzťahu k marketingovej komunikácii. Studia Scientifica Facultatis Paedagogicae Universitas Catholica Ružomberok. Online. Roč. XXIII., č. 1, s. 166-175. ISSN 1336-2232. Dostupné na: https://doi.org/10.54937/ssf.2024.23.1.166-175

Toto dielo je publikované pod/ This work is licensed under a Creative Commons Attribution 4.0 International License.