Compatibility of Humor in Addressing Obesity

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Compatibility of Humor in Addressing Obesity Obesity is a hard issue to tackle because many obese people are sensitive and can easily misinterpret concerns as criticisms. The same is true for humor. Humor is a good appeal to catch the attention of readers, but ad agencies need to be careful in using it in advertisements because humor has the tendency to mock a particular group. In an advertisement addressing obesity, humor should be used in a way that does not single out and ridicule any group portrayed. Humor might not be the best way to present an obesity problem, but the Belgian Association for Obese Patients (BOLD), with L&G Advertising boldly challenged these assumptions by combining humor and obesity together in an advertisement to address the issue of obesity in children. Several elements in the advertisement stand out, such as the bizarreness of the scene, placement of objects, irony of the goals, and huge background. The advertisement appeals to the reader’s emotion using humor, and is complemented by the elements stated above, including the caption to leave a memorable message to the readers and challenge the intended audience to act. A fat boy climbing the trunk of a tree, trying to reach a video game console that is hanging off the tree branch, is not a common sight to see. The bizarreness of this scene presents the problem that BOLD wants to address, and the solution in a way that appeals to humor. The problem is clearly the obesity of children, and the solution is to force kids to go outside and do something active (“What Makes an Advertising Message Persuasive?”). In portraying the message this way, the advertisement easily attracts attention and leaves a lasting impression on the readers. Excluding the background and the caption, the ad picture shows only three objects: the obese boy, the oak tree, and the console. The trunk of the tree and

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