Joking apart: humour in advertising and its translation are a serious matter

Through the analysis of some case studies, this thesis aims at exploring translation strategies of humour in advertising. Every day we are surrounded by advertising material which prompts us to buy a certain product. Consequently, translation in this field takes on an importance that goes beyond mere linguistic rendition: the quality of the translation may have economic consequences for the underlying company. To this peculiar situation, some advertisements show an even more specific feature on which this study focuses: humour. Humour in advertising is a rather recent strategy with the great advantage of attracting attention and ensuring a greater impact on potential consumers. As a result, translating humour in advertising becomes an operation to be carried out with great awareness: first of all, it is necessary to know the culture (and not only the language) of the audience to which the advertisement is addressed, in order to preserve the humorous effect and avoid introducing offensive elements, one of the risks that will be discussed in the paper. This thesis begins with a theoretical section, which is divided into four chapters devoted respectively to the history and language of advertising, the history and theories of humour, humour as a strategy in advertising, and the translation of humour in advertising (with particular reference to examples of creative translations that demonstrate a mastery of the language and knowledge of the target culture). The analytical section is entrusted to the fifth chapter, which is dedicated to the analysis of humour-based advertising material. In order to preserve the coherence of the case study, international advertising campaigns of only one product type (beer) were chosen.

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‘Boots for my Sancho’: structural vulnerability among Latin American day labourers in Berkeley, California

This paper addresses the structural vulnerability of Latin American undocumented day labourers in Northern California, as it is expressed in conversations on street corners where they wait for work. The intimate aspects of migrant experience become exemplified in jokes about the Sancho – a hypothetical character who has moved in on a day labourer's family and who enjoys the money he sends home. Joking turns to more serious topics of nostalgia and tensions with family far away, elements that come together with the fears and threats of labour on the corner and affect the way day labourers see themselves. Sexuality is rearticulated in the absence of women and masculinity becomes enmeshed in the contingencies of unregulated work and long-term separation from the people the men support. Together, these elements result in the articulation of threat to the immigrant body itself, which is exemplified by anxieties over homosexual propositions on the corner. Cet article aborde la vulnérabilité structurelle des travailleurs journaliers latino-américains sans papiers dans le Nord de la Californie, telle qu'ils l'expriment dans leurs conversations en attendant du travail aux coins des rues. Les aspects intimes de l'expérience de la migration sont exemplifiés à travers des blagues sur le Sancho – un personnage hypothétique qui, au pays natal, s'est installé dans la famille d'un journalier pour profiter de l'argent qu'elle reçoit de ce dernier. Les blagues deviennent alors des sujets de conversation plus sérieux, sur un fond de nostalgie et de tensions qui résulte de l'éloignement vis-à-vis de la famille – des éléments qui accompagnent les peurs et les menaces liées aux embauches des coins de rue et ont un impact sur la manière dont les journaliers se perçoivent. La sexualité est articulée par rapport à l'absence des femmes et la virilité s'empêtre dans les contingences du travail illégal et de la séparation sur le long terme d'avec les êtres que ces hommes soutiennent financièrement. Ensemble, tous ces éléments ont pour résultat une articulation de la menace vis-à-vis du corps de l'immigré lui-même, qui est exemplifiée par les angoisses dues aux propositions d'homosexuels aux coins des rues.

Em cada canto, um conto, uma canção: o velho, a tradição oral e a educação no Mato Grande/RN

This dissertation is about an Education which is made concrete through orality and gestuality of the elderly joking masters of the territory of Mato Grande/RN and proposes a reflection about the exchange between these two knowledges and school education. Thus, it presents the following objectives: identifying the joking elderly in the region; recording their life experiences related to the jokes of the tradition and the way they realize such references at present; besides investigating and recording educative practices which consider the elderly s jokes at the present education. The investigation is supported by the metaphor in the making of a quilt as a methodological resource in the actions of measurement, choice of patches, sewing and binding off. The mapping of the territory of Mato Grande/RN has enabled the identification of seventeen joking elderly people. It considers and records their experiences with the popular amusements and from them, it discusses the ways through which the oral tradition in Mato Grande may be recognized in four categories/actions, namely, narrating, singing, dancing and getting old, which are analyzed under the studies by authors like Benjamin, Zumthor, Almeida, Porpino, among others. Finally, it also focuses the relation between the elderly, the knowledge of the tradition and the systemized education. It describes and articulates educative actions able to connect the knowledge by the joking elderly people and the knowledges taught at school, possibilities of concretization of a rebinding of knowledges which might bring orality and writing, the new and the old, science and tradition close to each other

Comic relief: Subversion and catharsis in organizational comedic theatre

There has been a growth of interest in the role of humour in organizations from both practitioner and academic perspectives. Various claims for the functionality of humour have been made, ranging from stress reduction to helping form and cement corporate cultures. Latching on to these presumed benefits, businesses and consultants have begun to employ humour and comedy in a direct and explicit manner. However, there is a counterpoint, which suggests that humour cannot always be managed and in fact has subversive qualities. This article addresses the issue of the subversive potential of comedy in organizational contexts. It draws illustratively on the case of a successful corporate comedian to do so. The article argues, through an analysis of the case, the history and philosophy of comedy, and theories of the comedic, that while comedy has inherent subversive potential, it most often is contained. Indeed, it suggests that comedy works by intruding as a potential threat to mundane reality, but offers comic relief when it is apparent that the threat will not be actualized and the status quo ante prevails. Implications for using corporate comedy are drawn..

Turning conflict into coexistence: cross-cutting ties and institutions in the agro-pastoral borderlands of Lake Naivasha basin, Kenya

The Maasai/Kikuyu agro-pastoral borderlands of Maiella and Enoosupukia, located in the hinterlands of Lake Naivasha’s agro-industrial hub, are particularly notorious in the history of ethnicised violence in the Kenya’s Rift Valley. In October 1993, an organised assault perpetrated by hundreds of Maasai vigilantes, with the assistance of game wardens and administration police, killed more than 20 farmers of Kikuyu descent. Consequently, thousands of migrant farmers were violently evicted from Enoosupukia at the instigation of leading local politicians. Nowadays, however, intercommunity relations are surprisingly peaceful and the cooperative use of natural resources is the rule rather than the exception. There seems to be a form of reorganization. Violence seems to be contained and the local economy has since recovered. This does not mean that there is no conflict, but people seem to have the facility to solve them peacefully. How did formerly violent conflicts develop into peaceful relations? How did competition turn into cooperation, facilitating changing land use? This dissertation explores the value of cross-cutting ties and local institutions in peaceful relationships and the non-violent resolution of conflicts across previously violently contested community boundaries. It mainly relies on ethnographic data collected between 2014 and 2015. The discussion therefore builds on several theoretical approaches in anthropology and the social sciences – that is, violent conflicts, cross-cutting ties and conflicting loyalties, joking relationships, peace and nonviolence, and institutions, in order to understand shared spaces that are experiencing fairly rapid social and economic changes, and characterised by conflict and coexistence. In the researched communities, cross-cutting ties and the split allegiances associated with them result from intermarriages, land transactions, trade, and friendship. By institutions, I refer to local peace committees, an attempt to standardise an aspect of customary law, and Nyumba Kumi, a strategy of anchoring community policing at the household level. In 2010, the state “implanted” these grassroots-level institutions and conferred on them the rights to handle specific conflicts and to prevent crime. I argue that the studied groups utilise diverse networks of relationships as adaptive responses to landlessness, poverty, and socio-political dynamics at the local level. Material and non-material exchanges and transfers accompany these social and economic ties and networks. In addition to being instrumental in nurturing a cohesive social fabric, I argue that such alliances could be thought of as strategies of appropriation of resources in the frontiers – areas that are considered to have immense agricultural potential and to be conducive to economic enterprise. Consequently, these areas are continuously changed and shaped through immigration, population growth, and agricultural intensification. However, cross-cutting ties and intergroup alliances may not necessarily prevent the occurrence or escalation of conflicts. Nevertheless, disputes and conflicts, which form part of the social order in the studied area, create the opportunities for locally contextualised systems of peace and non-violence that inculcate the values of cooperation, coexistence, and restraint from violence. Although the neo-traditional institutions (local peace committees and Nyumba Kumi) face massive complexities and lack the capacity to handle serious conflicts, their application of informal constraints in dispute resolution provides room for some optimism. Notably, the formation of ties and alliances between the studied groups, and the use of local norms and values to resolve disputes, are not new phenomena – they are reminiscent of historical patterns. Their persistence, particularly in the context of Kenya, indicates a form of historical continuity, which remains rather “undisturbed” despite the prevalence of ethnicised political economies. Indeed, the formation of alliances, which are driven by mutual pursuit of commodities (livestock, rental land, and agricultural produce), markets, and diversification, tends to override other identities. While the major thrust of social science literature in East Africa has focused on the search for root causes of violence, very little has been said about the conditions and practices of cooperation and non-violent conflict resolution. In addition, situations where prior violence turned into peaceful interaction have attracted little attention, though the analysis of such transitional phases holds the promise of contributing to applicable knowledge on conflict resolution. This study is part of a larger multidisciplinary project, “Resilience in East African Landscapes” (REAL), which is a Marie Curie Actions Innovative Training Networks (ITN) project. The principal focus of this multidisciplinary project is to study past, present, and future thresholds and sustainable trajectories in human-landscape interactions in East Africa over the last millennia. While other individual projects focus on long-term ecosystem dynamics and societal interactions, my project examines human-landscape interactions in the present and the very recent past (i.e. the period in which events and processes were witnessed or can still be recalled by today’s population). The transition from conflict to coexistence and from competition to cooperative use of previously violently contested land resources is understood here as enhancing adaptation in the face of social-political, economic, environmental, and climatic changes. This dissertation is therefore a contribution to new modes of resilience in human-landscape interactions after a collapse situation.