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What happens when an ad parody is created with subtle, professional changes to text and imagery, making it almost indistinguishable from the original corporate brand ad? This paper labels this limiting condition of ad parodies as hijacked advertising. Can viewers of such ads recognize whether the ad is hijacked or not? Also, what are the effects of using the dimensions of disparaging humor and offensiveness, commonly used in hijacked ads, on attitudes toward the brands in these ads and a propensity to engage in negative word-of-mouth (WOM) behavior? Results show that ad hijacking recognition moderates the effect of disparaging humor and offensiveness dimensions in hijacked ads on the dependent variables, with adverse attitudes toward the brand and increased intentions to engage in negative WOM behavior only when consumers can recognize that a hijacked ad is indeed hijacked. Further, the moderating effect of ad hijacking recognition on the dependent variables is attributable only to the dimension of offensiveness but not to disparaging humor. Finally, results show that attitudes toward the brand in the hijacked ads completely mediate the effect of offensiveness and the recognition that an ad is hijacked on intentions to engage in negative WOM behavior.

This paper investigates these questions through an empirical examination using an original corporate brand ad, a hijacked version of the original ad using a disparaging humor dimension and another hijacked version of the original ad using the offensiveness dimension.

Results show that ad hijacking recognition moderates the effect of disparaging humor and offensiveness dimensions in hijacked ads on the dependent variables, with adverse attitudes toward the brand and increased intentions to engage in negative WOM behavior only when consumers can recognize that a hijacked ad is indeed hijacked. Further, the moderating effect of ad hijacking recognition on the dependent variables was attributable only to the dimension of offensiveness but not to disparaging humor. Finally, results show that attitudes toward the brand in the hijacked ads completely mediates the effect of the recognition that an ad is hijacked and the dimension of offensiveness on intentions to engage in negative WOM behavior. The result, that a fairly high percentage of respondents attribute the original corporate brand as the source of the hijacked ads, points to a potentially damaging and out-of-control threat to marketers.

Through an empirical study, converging results around the effects of hijacking ads with disparaging humor and offensive dimensions on consumers’ attitudes toward the advertised brand and a propensity to engage in negative WOM behavior were gathered.

While the potential benefits of integrating humour into advertisements are widely understood, the reasons why these effects emerge are not. Drawing on literature about the impact of psychological feelings of power, this research aims to examine how power motivation interacts with the presence of disparaging humour in ads to influence ad-related outcomes.

Following the measurement (Study 1) or manipulation (Study 2) of power motivation, participants viewed an ad featuring either disparaging humour or one of the following alternatives: no humour (Study 1) or non-disparaging humour (Study 2). Sense of superiority, brand attitude, ad claim recall and the perceived humorousness of the ad were then assessed.

Featuring disparaging humour in an ad increased participants’ sense of superiority, but only among those with high power motivation. Among such participants, this heightened sense of superiority increased the perceived humorousness of the disparaging humour (Studies 1 and 2), induced more favourable attitudes towards the brand featured in the ad (Studies 1 and 2) and enhanced ad claim recall (Study 2). These effects did not, however, extend to ads featuring non-disparaging humour (Study 2), indicating that it was the presence of disparaging humour, and not humour per se, that was responsible for these effects.

These findings break open the “black box” of humour by identifying why consumers perceive disparaging humorous content to be funny, when this effect will occur and what impact this will have on advertising-related outcomes.

This paper aims to draw upon extant theory and research to delineate the fundamental factors that impact how women evaluate disparaging humor directed at them. The conceptual framework presented outlines the most fundamental organizational-, interpersonal- and individual-level factors that influence the accuracy of such evaluation.

This is a conceptual paper that offers both a review of extant humor and gender research and theory and the presentation of a theoretical model that classifies sources of influence on evaluations of sexist humor from the perspective of the target.

Organization-, interpersonal- and individual-level factors are identified as sources of influence on women’s perception and evaluation of sexist humor leveled at them. This classification identifies factors including organizational power dynamics, egalitarian norms, interpersonal trust, target self-esteem and feminist identity.

This paper offers a conceptual framework to guide future studies in more systematically examining the sources of influence on female targets’ capacity to recognize when they are the “punchline” of sexist humor.

The conceptual model developed in this paper offers important implications for managers and leaders in organizations in assisting targets to recognize instances of sexist humor directed at them. The aim is to arm potential victims with the knowledge necessary to foster awareness of their treatment in the workplace and to improve the accuracy of evaluation of workplace attitudes that may often nurture a sense of approval or apathy regarding displays of sexist humor.

This paper presents a novel classification of sources of influence on female targets’ evaluation of sexist humor in the workplace.

The study of humor has a long tradition in philosophy, sociology, psychology, anthropology, and communications. Evidence from these fields suggests that humor can have effects on creativity, cohesiveness, and performance, but organizational scholars have paid it relatively little attention. We hope to “jump-start” such a research program. To do this, we first outline the theoretical rationale underlying the production and appreciation of humor, namely, its motivational, cognitive, and emotional mechanisms. Next, we review the literature linking humor to creativity, cohesiveness, and other performance-relevant outcomes. In particular, we note how this literature is theoretically well-grounded, but that the empirical findings are largely correlational and/or based on qualitative research designs. Finally, we go beyond the current humor literature by developing specific predictions about how culture might interact with humor in organizational contexts. Throughout the paper, we discuss possible research directions and methodological issues relevant to the study of humor in organizations.

The purpose of this article is to investigate the communicative constitution of organizational inclusion and/or exclusion through humorous acts at the expense of members of minorities and/or historically disadvantaged groups.

Semistructured interviews with 84 employees in Austria and Germany dealing with their experiences regarding diversity and inclusion (D&I) at work were conducted and analyzed in two steps. First, a thematic text analysis was performed to structure the content and identify relevant themes and anecdotes for further analysis. Second, a ventriloquial analysis sought to identify the physically absent yet present voices in these anecdotes.

The interviews revealed that jokes and quips mostly target colleagues of observable foreign origin. The analysis further identified three themes that show that disparaging humor can simultaneously reinforce inclusion/exclusion across hierarchies and create boundaries within teams – but in different ways. The findings also indicate that above all prejudices “participate” in such events and that in most cases the collective is invoked to increase the joke's “authority”.

This research is the first one that investigates humor in the context of D&I through a communicative constitution of organization (CCO) lens, which facilitates studying the constitutive character of humorous communication in terms of inclusion and exclusion. Moreover, this is one of the first empirical humor studies to draw on established theory-driven concepts of inclusion-exclusion in its analysis.

The present study aims to discuss the role of Hofstede's cultural dimensions, uncertainty avoidance and individualism/collectivism, on the use of various humor types in print advertising, across culturally diverse countries.

A sample of 12,351 ads (3,828 humorous) from the largest circulated UK and Greek magazines was content‐analyzed in light of Speck's humorous message taxonomy, emphasizing humor types and intentional relatedness.

The results indicate that cultural diversity is reflected in the types of humorous devices that tend to be used in the UK and Greece. British advertisements incorporate not only sentimental but also disparaging humor types such as sentimental humor and full comedy, providing a great deal of pure entertainment. On the contrary, Greek print ads emphasize cognitive humorous appeals, in an attempt to provide credible information to the uncertainty‐avoiding Greek audience.

The findings of this study highlight some key aspects of UK and Greek print advertising that can be extended in other homogeneous cultures. In individualistic countries with low uncertainty avoidance, it seems that consumers prefer humor‐dominant messages. On the contrary, in collectivistic countries with high uncertainty‐aversion attitudes, humor can be used as a Trojan horse to convey the required information to the target group.

The present study points out how advertisers' intentions to entertain or to inform the target audience are expressed in the use of various humor types in advertising, underlining, also, the effect of cultural values on these communication decisions.

The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising.

A total of 97 television commercials broadcasted by major US and Mexican national television networks were classified under the four humor styles described by Martin et al.

Humor styles used in television advertising significantly differ between the two countries. US commercials use more affiliative, aggressive, and self‐defeating humor than do Mexican advertisements, while self‐enhancing humor is the predominant humor style of Mexican commercials and is used more frequently in Mexico when compared to the USA.

The findings reveal the frequency and types of humorous television commercials used in the USA and Mexico.

The study suggests that cultural differences should be taken into consideration when humorous advertising is used across borders.

The purpose of this article is to offer a new perspective on library instruction by examining its relationship with various aspects of theatrical performance.

The author uses personal observations as inspiration to examine what has been written in scholarly literature about various theatrical practices in instruction, applying the conversation to the library instruction context. Additionally, research from business and professional literature is also incorporated into the discussion. This literature review focuses on three general areas. First, a review on how to use tools and perspectives from the theater to help librarians prepare their lessons; second, an examination of the librarian as performer; and third, a discussion on how theater might help librarians deal with repetition and burnout.

The literature on this subject has been extensive and includes an all-encompassing range of practical suggestions, research findings and theoretical analyses.

This article looks at this subject through the lens of scholarly literature. Empirical research on this topic is still needed.

The author presents a number of theatrical practices librarians might consider incorporating into their instruction sessions.

Much has been written about the connection between teaching and theatrical performance, but seldom from a librarian’s point of view. This article is of value to librarians looking to develop a memorable one-shot instruction session and those looking to examine the connection between teaching and performance.

The purpose of this paper is to investigate leaders’ use of humor as an expression of how they value themselves relative to others. The paper suggests that humor can minimize or exacerbate the status differences between leaders and followers. The paper hypothesizes that leaders’ use of self‐ or in‐group‐deprecating humor would be positively associated with ratings of transformational leadership as they minimize those distinctions, whereas leaders’ use of aggressive humor would be negatively associated with ratings of transformational leadership because it exacerbates status distinctions.

A total of 155 undergraduates (58 males, 97 females; M age=20 years, SD=1.31) were assigned randomly to one of four conditions, each depicting a different type of humor in a leader's speech.

Leaders using self‐deprecating humor were rated higher on individualized consideration (a factor of transformational leadership) than those that used aggressive humor.

The authors encourage future field research on the role of humor as an expression of leaders’ self‐ versus other‐orientation.

Humor and work might seem inconsistent, but this study demonstrates how leadership can use humor to improve leader‐follower relationships. Furthermore, it contributes to our understanding of self‐deprecating humor which has received scant attention relative to other forms of humor.