A Critical Approach to Product Placement in Comedy: Seinfeld Case*
Special Issue Published in International Journal of Trend in Research and Development (IJTRD), ISSN: 2394-9333, www.ijtrd.com A Critical Approach to Product Placement in Comedy: Seinfeld Case* Sinem Güdüm, PHD Marmara University, Faculty of Communications, Advertising Department, İstanbul , Turkey Abstract— Aristotle had used the word “Eudaimonia” for Theory‟ of comic amusement as „attentive demolition‟ is happiness, and had stated that it was the only thing valuable in discussed. Scruton, analyses amusement as an “attentive isolation. He, together with Plato, had also introduced the demolition” of a person or something connected with a person. “Superiority Theory” in which the reasons behind the fact that He states that laughter devalues its object in the subject‟s eyes, people usually laugh at the misfortune of others was analyzed. and Morreall touches on this concept further. At this point one Sigmund Freud, on the other hand, approached happiness from may talk about a mutual understanding among these writers on another angle and argued on his “Relief Theory” that humor some core concepts like importance of „values‟, can be considered as a way for people to release psychological „normalization‟ by „devaluation‟ and their effects on comedy. tensions, overcome their inhibitions, and reveal their According to the incongruity hypothesis, humor is a suppressed fears and desires. In Adorno and Horkheimer‟s degree of discrepancy between an expected and an actual state famous book “Towards a New Manifesto” (1949-2011:14-15), of affairs. According to the relief hypothesis, humor is the Adorno had declared that animals could teach us what result of relief or release from tension (Deckers,L et al.
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