Humor in Persuasion

Humor in Persuasion

        Cartoonist and playwright (“I’m Not Rappaport” and “Who is Harry Kellerman and Why Is He Saying Those Terrible Things About Me”) Herbert Gardner noted that the use of humor in persuasive situations is an invaluable tool as it creates distracting thoughts and impedes the creation of arguments that may be contrary to the “humorist’s” intended position. Gardner explained this as follows: “when you have got folks laughing, you can inform them virtually anything at all” (Gardner 2001:163).

        While few would disagree with Gardner’s observation in a general sense, it is productive to examine the way in which the role of humor fits within various theories of persuasion.

        One theory of persuasion, referred to as information manipulation is based on the four conversational maxims identified by the logician, H. Paul Grice. These maxims are as follows:

1.        The maxim of quantity: the information provided will be full (as expected by the listener) and without omission(s).

2.        The maxim of quality: the information provided will be as truthful and correct as possible.

3.        The maxim of relation: the information provided will be relevant to the subject matter of the conversation at hand.

4.        The maxim of manner: the manner in which the information is presented enables others to understand, and is aligned with the protocols for non verbal communication in the particular cultural setting.

        According to Grice, effective, straightforward communication depends on these four maxims being followed.

        The information manipulation theory (McCornack 1992:12) of communication holds that one way to persuade is to break, possibly subtly, one or more of Grice’s four maxims.

        An obvious example of this would be breaking the maxim of quality: in polite terms, this is omitting information “harmful” to one’s cause; in less polite terms, lying.

        The use of humor as a “violation” of the maxims can achieve the same thing, as follows:

1.        Quantity: extreme brevity can be perceived as humor, as can extreme verbosity.

2.        Quality: boasting may be perceived as such, but humorous exaggeration may not be.

3.        Relation: presenting utterly irrelevant information is a hallmark of absurdist humor.

4.        Manner: intentional violation of cultural norms is often perceived as humorous (think “Borat”), and, if done with primary humorous intent (as opposed to secondary persuasive intent), it would not be immediately perceived as a violation of the maxim of manner.

        Even though the judicious violation of Grice’s maxims (through humor or other means) can be effective, it must be noted that such violations can diminish the effectiveness of communication. Taken to extremes, the persuasive message could be lost or misunderstood as a consequence of the resultant ineffective communication.