As everyone knows humour plays a decisive role in conversations. Particularly in Great Britain black humour is used as the medium of communication. People’s attitudes towards humour in advertisements are completely different. Naturally advertisement appears artificial and unreal. Due to the wittiness that is now to be used easily an advert obtains its target more effectively.
After this brief introduction I want to show facts that are important to know about black humour and black comedy. It will be mentioned its development with the generations and its appearance in British advertisement. Another point will be to expose cultural and legitimate aspects concerning humour and advertisement.
At the end I will attach an example of a British television spot of Levi’s 501 jeans with a reference to typical facts of British advertisement you will find in it.
Table of Contents
Introduction
1. Black Humour and Black Comedy
2. Black people on television adverts
3. Humour under cultural and lawful aspects
3.1 Different attitudes towards humour
3.2 Terms and conditions of advertisement
4. Example: Levis – a television advert
Conclusion
Research Objectives and Themes
This paper examines the role and significance of black humour as a core communicative element in British advertising. The study explores how cultural attitudes and legal frameworks shape the use of humour in media, ultimately analyzing how these strategies effectively engage audiences and influence product perception.
- The conceptual development of black humour and black comedy.
- The historical and social context of ethnic minorities in British television advertising.
- Cultural and legal distinctions regarding humour in British versus international advertising.
- The practical application of humorous storytelling in high-profile commercial campaigns.
Excerpt from the Book
Example: Levi’s 501 – a television advert
As closure there will be mentioned a typical British advert from Levi’s. The situation happens at a patrol station at night at. A car is coming with high speed, stopping in front of lodge.
A hectical woman with blonde hair sunglasses (at night) and a bag is getting out of the car running towards the lavatory. As she is wanting to get in she is noticing that the door to the women’s lavatory cannot be opened. Not thinking about it is she opening the door to the men’s toilet.
A black young man with a blind person’s cane and also sun glasses is sitting opposite the door. As the women is entering the black man is losing his white stick and picking it up again immediately.
Summary of Chapters
Introduction: This chapter outlines the fundamental role of humour in British communication and sets the scope for analyzing its application within the advertising industry.
1. Black Humour and Black Comedy: This section defines the origins and characteristics of black humour, exploring its cynical nature and its prevalence in contemporary British media.
2. Black people on television adverts: This chapter traces the evolution of ethnic representation in British commercials, moving from exclusionary practices to more nuanced, though still evolving, portrayals.
3. Humour under cultural and lawful aspects: This chapter discusses the intersection of cultural identity and legal standards in advertising, highlighting how humour reflects societal values.
3.1 Different attitudes towards humour: This subsection compares British perceptions of humour with other cultures, emphasizing its role as a tool for social cohesion and critical expression.
3.2 Terms and conditions of advertisement: This subsection covers the regulatory landscape of British advertising, focusing on the Advertising Standards Authority and the necessity of truthful communication.
4. Example: Levis – a television advert: This chapter provides a case study of a specific Levi’s 501 commercial to illustrate how silent, humorous narratives can effectively communicate brand identity.
Conclusion: This final chapter reflects on the current state of British humour in a post-global crisis era, noting both the challenges and the potential for its continued evolution.
Keywords
British humour, Black humour, Black comedy, Advertising, Television commercials, Cultural communication, Social satire, Ethnic minorities, Brand identity, Advertising standards, Levi's 501, Consumer perception, Media strategy, Marketing, Intercultural communication.
Frequently Asked Questions
What is the primary focus of this paper?
The paper explores the distinctive use of black humour in British advertising and how it functions as a medium of communication and cultural expression.
What are the main thematic pillars of the research?
The study centers on the definition of black comedy, the history of diversity in advertising, cultural differences in humour, and the regulatory environment of British media.
What is the central research question?
The work aims to explain why black humour is such a prevalent and effective tool in British advertisements and how it bridges cultural gaps in modern society.
Which methodologies are employed in this analysis?
The paper utilizes a qualitative approach, combining literature review on cultural studies and media theory with a semiotic analysis of a specific television advertisement.
What does the main body of the text cover?
It covers the definitions of humour types, the historical context of ethnic representation in ads, a comparative cultural analysis of humour, and legal considerations for advertisers.
Which keywords characterize this work?
Key terms include British humour, black comedy, advertising, cultural communication, and brand strategy.
How does the author interpret the Levi’s 501 advertisement?
The author views the commercial as a quintessential example of British humour, using silent, tension-filled narrative to engage the audience without the need for dialogue.
What impact does the author attribute to historical events like 9/11 on British humour?
The author suggests that such tragic events have led to a "lean period" for traditional black humour, as societal sensibilities regarding what is appropriate to joke about have shifted.
- Arbeit zitieren
- Claudia Felsch (Autor:in), 2004, Black humour in British advertisement, München, GRIN Verlag, https://www.grin.com/document/29900
