Simplicity for humorous purposes? On minimalistic yet humorous multimodal press ads

This paper aims to explore the instances of minimalistic multimodal press ads in order to show that, in spite of their relative simplicity, they can be used effectively for humorous purposes. The author starts her discussion with some general remarks on multimodality and then clarifies the notion of minimalism, setting it in the realm of advertising discourse. Subsequently, she offers a brief overview of the incongruity- resolution theory of humour, providing the reader with basic knowledge of the mechanisms of humour. Finally, based on a selection of minimalistic press ads which subscribe to the said theory of humour, the author performs a qualitative content analysis thereof, the results of which indicate that simplicity by no means renders advertising discourse plain. On the contrary, it helps the audience to focus on the gist, as well as to appreciate the creativity and humorous wit of minimalism in ads.