Search results for "Incongruity"

Some effects of color incongruity in a visual Ad

2009

32; While the effects of an ad's colour on attitudes towards it have already been investigated, far less work has been done on the influence of incongruous colours. This paper examines the effects of an ad using an incongruous colour on several variables of the advertising persuasion process. Analyses of variance have been conducted for an experimental study involving 407 respondents. The results show that a colour that is incongruous with the ad or with the product advertised affects the elements of surprise, perceived provocation, attitudes towards the ad and the positive beliefs about it.

Laughing with machines : philosophical analysis on the preconditions of sense of humour for machines

2021

This article will analyse the preconditions of sense of humour for artificial intelligence. Can artificial intelligence have a sense of humour? Is there a difference between human and machine laughter? Some machines already fulfil certain conditions which are associated with the human sense of humour: on the most superficial level machines appear to laugh and produce jokes, and they recognize sarcasm and punchlines, and they can evaluate funniness. In short, artificial intelligence is already able to recognize humour, and reacts to it accordingly. Furthermore, people laugh with humorous machines. However, it is still uncertain whether artificial intelligence can have a sense of humour or no…

A Facilitatory Effect of Perceptual Incongruity on Target-Source Matching in Pictorial Metaphors of Chinese Advertising: EEG Evidence

2020

Using evoked response potentials, we investigated the implicit detection of incongruity during target-source matching in pictorial metaphors of Chinese advertising. Participants saw an image of a product (the target in a visual metaphorical relationship), and then made a same-different judgment in response to a second image (the source in a visual metaphorical relationship) which was (in)congruous to the first image in terms of shape and/or function. We collected behavioral (button-press reaction time and accuracy), and neural (N270, delta and theta band activity) measures. The time-frequency analysis showed faster processing of incongruous visual information. Moreover, shape and conceptual…

Literature

2014

History of humor: Early modern Europe

2014

International audience

The dynamic concept of humor : Erich Fromm and the possibility of humane humor

2016

This dissertation focuses on the social philosophy of humor from the viewpoint of Erich Fromm’s critical humanistic thinking. The work consists of an introduction and four individual articles. The introduction discusses Fromm’s theories in relation to the phenomenon of humor to provide a basis for the articles. The central aim is to understand the dynamic nature of humor and how it is related to the problem of being a paradoxical creature, that is, a human being. It is claimed that humor has to be analyzed and interpreted in a unique historical and cultural situation. The first article discusses Fromm’s concept of social character to offer a theoretical tool to understand how deeply humor i…