Fulltext (.pdf)

https://doi.org/10.54937/ssf.2024.23.1.166-175

Autor: Jana Doaré

In: Studia Scientifica Facultatis Paedagogicae Universitas Catholica Ružomberok

ISSN: 1336-2232

Ročník: 23

Číslo: 1

Strany: 166-175

Rok vydania: 2024

Vydavateľ: VERBUM – vydavateľstvo Katolíckej univerzity v Ružomberku

Abstract: This article explores the theoretical foundations of humour and its significance in marketing communications and public relations. It focuses on infiltrating humour into public relations, exposing its communicative potential and the strategic value that humour contributes to building relationships or management in several spheres. Based on theoretical foundations in communication and psychology, the work explains the persuasive nature of humour and its impact on human perception. The findings demonstrate the possibilities of incorporating humour as a strategic tool in marketing contexts while underlining the necessity of responsible and sensitive use of humour in marketing and media communication.

Keywords: Humour. Public relations. Humour theory. Strategic communication. Relationship building. Cultural sensitivity.

Citácia:

DOARÉ, Jana. Teoretický základ humoru vo vzťahu k marketingovej komunikácii. In: Studia Scientifica Facultatis Paedagogicae Universitas Catholica Ružomberok [online]. Ružomberok: VERBUM – vydavateľstvo Katolíckej univerzity v Ružomberku, 2024, 23 (1), s. 166-175. ISSN 1336-2232. Dostupné na internete: https://doi.org/10.54937/ssf.2024.23.1.166-175