Abstract
This study examines the role of humour in Ghanaian telecommunication advertisements through the lens of Benign Violation Theory (BVT) while integrating Incongruity Theory and Superiority Theory to provide a multidimensional perspective. Employing qualitative content analysis, this study analyses 15 advertisements from Ghana’s leading telecom brands (MTN, Telecel, and AirtelTigo) to uncover humour strategies that engage audiences. Findings reveal that humour in these ads relies on exaggeration, cultural stereotypes, and technology frustrations. A comparative analysis highlights how humour in Ghanaian ads differs from Western and Nigerian advertising traditions. This research provides insights for advertisers seeking to leverage humour in culturally resonant and commercially effective ways.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
ADVERTISING HUMOUR, TELCOM ADS, BENIGN VIOLATION THEORY, SUPERIORITY THEORY
