Class 5 - The Message Flashcards

Question

Types of violation

Answer 1

Violation 1 : Physical violation Violation 2 : Social violation Violation 3 : Cognitive violation

Answer 2

The most universal form of violation is the threat of physical violence. Many forms of play and humor, in humans and animals, could be seen as physically threatening. But, when accompanied by play signals begin to be something funny or amusing. Tickling and roughhousing come to mind easily.

Answer 3

Identity Threat Social Norm Threat Moral Norm Threat Violations can also be more social in nature. Threatening who we believe we are, and how we think society should function. The first type of social threat is an identity threat. These are threats to who we think we are and the social group to whom we belong. They can include teasing, ethnic jokes, insult humor, and roasts. The second type of social violation is any threat to our social norms --- our ideas about how things are usually done. One of my favourite examples of this type of threat is an Instagram account that posts “useless inventions” like shoes with no soles or a beard shaving stencil that helps you look like hulk Hogan. Anything that violates the way we expect other people to act is a social violation. Finally, some social violations are moral threats. These are threats to what we believe is good and right. A classic example, is Keith Richard’s assertion that he snorted his fathers ashes. It violations our assumptions about the moral ways to treat the dead and deal with loss.

Answer 4

Threat to Language Norm Threat to Logic Norm Finally, threats can be cognitive in nature. These threats include threats to the way we use language, like puns and sarcasm. Or they can be threats to what is logically possible in the world.

Answer 5

Violations can also be appraised as benign if they are perceived as inconsequential. Violations can be inconsequeuntial for three reasons: First, they can be harmless. For example, this picture would be much less funny if this man was holding real guns as opposed to water guns. Violations can also be to weakly held norms. For example, the book of Mormon is much funnier if you are not currently a member of the LDS church. For current members, the musical violates a strongly held religious belief and is therefore more offensive than funny. Finally, violations can be inconsequential if they are psychologically distant. This book of George-bushisms is funnier if you’re a Canadian, a democrat or when he’s no longer the president.

Answer 6

Benign Appraisal 1: Play Signals Benign Appraisal 2: Inconsequential Harmless Weakly Held Norm Psychologically Distant Benign Appraisal 3: Somehow Acceptable

Answer 7

Humor can improve attention and recall for ads, but more importantly Humor is an effective way to improve social bonds Joking with another person is a way to signal a safe and accepting social space Laughing at someone else’s joke signals that you like them Feeling amused makes people seek out social connections This generalizes to brands such that people tend to form stronger relationships with funny brands

Answer 8

Clever, self-deprecating, teasing, dirty, dry

Answer 9

What is it : Humor wherein the receiver makes mental connections to resolve the violation Word-play, cultural references, ellipses How can it help your brand? Makes your brand seem both warmer and more competent When not to use it If consumers are unlikely to make mental connections

Answer 10

What is it Humor wherein the speaker makes fun of negative qualities about themselves How can it help your brand? Can make high-status / high-competence brands seem more down-to-earth May help in service recovery When not to use it If you are an unknown or non-dominant brand

Answer 11

What is it The speaker makes fun of negative qualities of the listener Can be pro- or anti-social Prosocial is teasing about non-sensitive topics, like achievements, accompanied by many play-markers How can it help your brand? All forms of teasing make brands seem more human (i.e., anthropomorphic) Consumers connect with brands who use prosocial teases When not to use it Never use antisocial teasing

Answer 12

What is it The speaker violates social taboos about appropriate topics of conversation E.g., sex jokes, bathroom humor, sexist/racist jokes How can it help your brand? No research showing effective uses in brand communications When not to use it Never use humor that elicits a disgust response from consumers About any social topics that may alienate an important group of consumers

Answer 13

What is it Saying one thing to convey the opposite E.g., sarcasm, ironic humor How can it help your brand? May make your brand seem more intelligent or creative When not to use it Do not use sarcasm or ironic humor to put-down your competitors

Answer 14

Messages should be communicated consistently across time such that it should be clear to your customers: Who you are The problem you solve How you differ from your competitors Why people should buy your product or service