HUMOUR IN

PERSUASION
COM 322T
INTRODUCTION

Humour sells a product, promotes an

idea and so on.

When used effectively, it is an

important tool in the persuasion mix.
DEFINING HUMOUR

However, it can
be described as
Humour has no universally any form of
accepted definition. communication
that is capable of
eliciting laughter.
COMPONENT OF HUMOUR

Humour is caused by:

A psychological reaction to a visual or/and verbal stimuli.

Connecting the dots or patterns in the communication.

An audience identifying with the message for it to elicit laughter

and be effective.
HUMOUR AS A TOOL OF PERSUASION
For As an icebreaker (i.e., to make people
persuasion,
humour is feel relaxed and pay attention).
used:
To break through social barriers (i.e.,
communicate sensitive topics).
To make learning more memorable and
effective.
HUMOUR AS A TOOL OF PERSUASION…

For persuasion, humour is used:

To engage the To reduce feeling of

audience on an issue As a coping strategy anxiety and stress in
(e.g., politicians in a to improve health. workplace and
campaign rally). promote resilience.
CLASS DISCUSSION

Share your experience of any memorable

humour about Covid-19 pandemic that
you must have encountered.
PERSUASIVE EFFECTS OF HUMOUR

Rather, it is
an important
element in
Humour on its the
own cannot persuasion
persuade mix.
receivers.
PERSUASIVE EFFECTS OF HUMOUR…

For example, “some kind of

evidence must be introduced
For humour to produce a
with the humour, and claims
persuasive effect, certain
must be made” by the
things must be in place.
persuader (Wahl & Morris,
2022, p. 302).
PERSUASIVE EFFECTS OF HUMOUR…

Effects of humour revolves around:

Increases Enhances
Stirs
audience speaker’s
objectivity
interest credibility
PERSUASIVE EFFECTS OF HUMOUR…
Objectivity/Social Proof: humour carries and stirs a sense of objectivity about an
event, issue or discourse.

Because it embodies element of incompatibility, humour enables people see

things in a new way.

That way, they compare what they know and what they have heard in the
humour.
PERSUASIVE EFFECTS OF HUMOUR…

Credibility: humour promotes persuasion by

showing how a speaker relates with the audience.

Apart from aiding speaker’s credibility and adding

punchlines to resolve tensions, effective use of
humour results into message retention and recall.
PERSUASIVE EFFECTS OF HUMOUR…

Increase interest: audience curiosity is

piqued via humour.

This explains why humour dramatizes

an issue and expresses opinion in a
memorable way.
PERSUASIVE EFFECTS OF HUMOUR…

The effect therefore

Distraction: humour can be used is that the chances
to distract the audience from of the message
engaging in rational thinking and being accepted by
counterarguing. the audience
increases.
LIMITATIONS OF HUMOUR IN
PERSUASION
Sometimes, humorous
communication may not achieve its
intended effects.

This, therefore, reduces its persuasive

outcome.
LIMITATIONS OF HUMOUR IN
PERSUASION…

Use of satirical
comments has their For instance, such
limitations as tools of communication tend to
persuasion. reinforce existing beliefs,
rather than win new
converts.
LIMITATIONS OF HUMOUR IN
PERSUASION…
Some humorous jokes deteriorate into attacking
the character of individuals, rather than what they
do.

The implication is that the audience may find such

humours offensive and resist the message.
CLASS QUESTION

Which route in elaboration likelihood

model is more appropriate to explain use
of humour in persuasive communication?

Why do you think so?

REFERENCES
• Roberts, A. (2019). A philosophy of humour. Palgrave Macmillan.
• Wahl, S. T., & Morris, E. (2022). Persuasion in your life (3rd ed.). Routledge.