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Persuasion is described as deliberately being able to sway another person’s mental position by using communication. The mental position in this case is taken to be the attitude of the person. The major persuasion theory that is mainly recognized is the elaboration likelihood model. Humor is the ability to aggravate laughter as well as offer pleasure. People worldwide react to humor and they are also capable of experiencing humor. People not able to experience humor mainly find it strange and at times irrational. Many scholars have been able to provide theories on the social functions humor offers to the society. (Billig, 2005)
Reviewing the humor theory as well as persuasion theory results shows that humor has the potential to bring effective persuasion. For instance, cartoon sketches create an environment of persuasion by producing a cognitive interruption. Humor that is effacing mainly enhances the chances of persuasion by escalating fondness for the source. In this case, how one chooses humor mostly indicates a shared understanding thus shows a set of the same fundamental principles. For instance, students seem to like cartoons and therefore cartoons in their books are associated with a comfortable learning atmosphere. This means, the mood one has in a persuasive communication can be related to the source. Ironic wisecracks increase the chances of persuasion by acting as a disruption from counterarguments. (Holland, 1982, p.212)
Humor is likely to be efficient when trying to persuade by establishing positive influence. The persuasion theory argues that when a person has a joyous mood, one will possibly consent to a persuasive communication and most probably approve of minor indications. Humor has the potential to establish such positive effect in a way that it enhances the chances of efficiency of persuasive communication. For example, sales representatives make use of humor to create a relaxed environment to be able to connect with the customer. When the sales representative creates humor one is likely to like them because one is feeling relaxed and at ease. The person is happy that the sales person understands one’s wants and worries while at the same time removing the anxiety out of selling stuff. (Cacioppo, Petty, & Quintanar, 1982, p.623)
Humor in persuasion helps the receivers have interest in what one is trying to communicate. In this way, they are able to understand and see one’s good intentions. Humor also helps increase participation in the communication or the message being put across. One gets engaged in what is happening and concentrates on what the other person is talking about. Humor also allows the information being put across disclose fundamental truths. The message is able to become unforgettable to the receiver thus one will be alert at all times. Humor also has a way to make complex information seem easier and accessible to the receiver. Humor provides the necessary entertainment to people allowing them to be relaxed and at ease. With the use of humor one is able to win over an audience thus gaining their full confidence. (Seiter, & Gass, 2004)
Using humor to create persuasion may not always become successful and has its risks. Bad humor may lead to having ill feelings towards the speaker. This is because it puts people in a bad mood thus creating friction between the parties. This may poison the environment and destruct a peaceful environment. While trying to persuade someone with humor one may not see the point you are trying to put across. This means one may not have similar experience as yours thus does not find sense in what you are saying. Other people may use humor to intentionally hurt others which may not be taken well in the society. Sarcasm is another negative kind of humor which may lead to hurting others or creating enmity. (Cacioppo, Petty, & Quintanar, 1982, p.625)
Humor also can encourage unhealthy lifestyles to people that take the information. In cases where advertisements are made with cartoons and they like them they tend to take and use it regardless of its effects. In this way, people are encouraged to take or admire a negative lifestyle just because it was presented in a likeable humorous way. In other situations, people who use jokes very much may not be taken seriously in most cases. In this case, when trying to persuade a person with genuine information they take it to be jokes. This creates a situation where it is hard for such a person to be taken seriously with the information they offer. Humor at other times may cause one to spend their time explaining to their friends the time when they are saying something serious. In this way, many people feel the pain of not being taken serious and it can be stressful. (Drake, & Sobrero, 1987, p.640)
Humor can be used to persuade an audience or a person in many circumstances. Humor creates a positive atmosphere for people to interact freely. In this way, many people feel at ease when there is humor involved in the conversation. It is very efficient way of persuading someone to see things the way you see since it enhances interest in the information being given. On the other hand, humor can be damaging and create tension in relationships. It is important that people know when and how to use humor in order to be effective. In this way, there is shared understanding and thus humor becomes important.
References
Billig, M. (2005). Laughter and ridicule: Towards a social critique of humour. London: Sage.
Cacioppo, J. T., Petty, R. E., & Quintanar, L. R. (1982). ‘Individual differences in relative hemispheric alpha abundance and cognitive responses to persuasive communications’. Journal of Personality and Social Psychology. 43: 623-636.
Drake, R. A., & Sobrero, A. P. (1987). ‘Lateral orientation effects upon trait behavior and attitude behavior consistency’. Journal of Social Psychology. 127: 639-651.
Holland, N. (1982) ‘Bibliography of Theories of Humor.” Laughing; A Psychology of Humor. Ithaca: Cornell U P, 209-223.
Seiter, J. E., & Gass, R. H. (2004). Perspectives on Persuasion, Social Influence, and Compliance Gaining. Boston, Massachusetts: Pearson Education.
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