Review article

APPLICATION OF HUMOROUS METAPHORS IN COPYWRITING

Ozren Rafajac orcid.org/0000-0001-6157-863X ; Polytechnic of Rijeka, Vukovarska 58, 51000 Rijeka, Croatia
Dino Bešić ; Polytechnic of Rijeka, Vukovarska 58, 51000 Rijeka, Croatia

Abstract

This paper introduces a new Call-To-Action (CTA) method and explains how to apply humorous metaphors in copywriting. In the development of this method a Design Science Research (DSR) methodology was applied. The main problem represents a lack of CTA methods that can enhance the implementation of humor in copywriting. Authors find a solution in the development of the HAHA method that enhances implementation of humor in a wide range of industries and activities. To describe how this method works, authors have designed a model that effectively explains the basic steps in devising humorous metaphors. These guidelines were applied in the creation of a humorous video commercial which showed that humorous metaphors can be used not only to relax customers but also to raise their awareness about different expectations, emotions, conflicts and complex ideas. Humor is a multidimensional construct which means that it cannot be copied from one place into another without being adapted to the specific context. Optimal results are achieved when the connection between the source idea and the target idea is ambiguous and when activities lead to an unexpected benign violation.

Keywords

marketing; copywriting; humor; metaphor; call to action

Hrčak ID:

295889

URI

https://hrcak.srce.hr/295889

Publication date:

17.3.2023.

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