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The Intricacies of (Debatable) Humour in Advertising: A Cross-Cultural Standpoint

Group publication title:

Academic Journal of Modern Philology

Subject and Keywords:

humour studies   Cultural Linguistics   advertising discourse   cross-cultural studies


Academic Journal of Modern Philology is a scientific journal oriented towards interdisciplinary studies. AJMP has been included in the register of journals published by The Polish Ministry of Science and Higher Education with 70 points awarded. The journal seeks original articles on linguistics with special focus on comparative studies, anthropological linguistics, science of cognition, social communication and literary studies. Since the founding of the journal in 2012, it has been our goal to foster the development of linguistic studies through an open exchange of ideas, while maintaining the highest standards of academic publishing. Contributions are subject to a double-blind peer reviews for authenticity, ethical issues and usefulness. The reviewing procedure is supervised by the International Advisory Board. The articles are published mainly in English, German, French and Polish. Academic Journal of Modern Philology is an open access journal published annually by the Committee for Philology of the Polish Academy of Sciences, Wrocław Branch and the College for Interdisciplinary Studies, University of Wrocław.


Given the marked presence of humour in many areas of thought and language, as well as in people’s social, emotional,and aesthetic experiences, it comes as no surprise that humour studies are considered an interesting interdisciplineworth studying. This paper is, therefore, an attempt at joining three academic fields, namely advertising discourse,Cultural Linguistics, and humour studies. The author will enquire into the operation of (debatable) humour appliedin multimodal advertising discourse. She will make the cultural aspect the focus of attention in order to highlight therole of cross-cultural differences in the perception of humour. Based on her previous studies (Stwora 2020a, 2020b)on attitudinal responses to controversial humorous ads in English, she will join in an exploratory discussion with aview to showing the ways in which ad reception may be influenced by the culture-specific force of humour. Workingtowards a more comprehensive outlook on humour in use in the context of advertising discourse, the present paperwill start with a few words on humour in general and on debatable humour in ads. Then, the cultural side of humourwill be discussed. Finally, the author will discuss her research from the cultural standpoint.

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e-ISSN 2353-3218   ISSN 2299-7164





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Creative Commons - Attribution, ShareAlike (CC BY-SA 3.0)   click here to follow the link

Location of original object:

College for Interdisciplinary Studies, University of Wrocław