Sexualität und Sprache- Sex and Language
Edited By Marietta Calderón and Georg Marko
The contributions to this book explore a wide range of questions concerning representations of sexuality in language – from the sexual content of toilet graffiti to the erotic subtext of the ancient Indian Rig Veda. They apply a variety of linguistic methods from discourse analysis to historical Syntax. Data from German, English, French, Russian, Spanish, Latin and Vedic are used.
Christian Grösslinger: Sex and Humour. A Humour-Theory-Based Examination of Sexuality in Selected Print Advertisements
Christian Grösslinger Sex and Humour. A Humour-Theory-Based Examination of Sexuality in Selected Print Advertisements 1. Introduction Sex and humour – why this combination? What do sexual and humorous advertising have in common? First of all, both have a long tradition. Thus, according to Reichert (n.d.), sex – in one form or another (Reichert mentions five different forms of sexuality in advertising, namely nudity, sexual behaviour, physical attractiveness, sexual referents and sexual embeds) – has existed in advertising since the 1800s. The roots of humorous advertising can even be traced back to the 16th century, i.e. to 16th-century British pub signs (Gulas/Weinberger 2006: 9). Second, the use of both sexuality and humour serves similar or even the same purposes in advertising, such as to attract and maintain the recipient’s, i.e. the potential customer’s, attention, to increase the memor- ability and liking of the advertisement, the brand and the brand-pro- ducing company. Sex sells and humour does so, too. The combination of sex and humour in an advertisement might thus be regarded as a strategic attempt to double the positive effects of these advertising tools. In this paper, I shall discuss three advertisements in which this com- bination of sex and humour has been realized. The aim is to explore how the three major or, as Beard (2008: 38) puts it, “classical” theories of humour, i.e. the incongruity, the disparagement and the relief theory, are put into practice in these selected advertisements playing with sexuality. The ads by means of which I will exemplify...
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