It’s no laughing matter: An exploratory study of the use of ironic versus sarcastic humor in health-related advertising messages

ABSTRACT

We examined the persuasive effects of ironic and sarcastic versus no humor appeals in health messages and the potential differential effects of ironic versus sarcastic humor. Findings of a controlled experiment (N = 303) suggested that sarcastic messages, as compared to no humor messages, resulted in less negative affect, more counterarguing, and decreased perceived argument strength. Ironic messages led to more counterarguing than no humor messages. Significant differences in counterarguing, perceived argument strength, and attitudes toward the risky behavior were detected between the two humor types. Counterarguing mediated the indirect effect of message type on attitudes toward the risky behavior.

KEYWORDS:

• Affect
• counterarguing
• health messages
• irony
• sarcasm