The article is devoted to the consideration of humor as an element that contributes to the formation of popular media content, the analysis of key aspects of its use and possible difficulties that arise during the interpretation of such content by the audience.

Keywords: humor, media content, tool, information, consumer.

Humor as a tool for creating media content is an integral part of any media outlet that seeks to occupy a stable niche in its environment. In the modern world, where the information flow is steadily growing, and the audience's attention is becoming increasingly scattered, humor acts not just as a means of entertainment, but as a powerful tool for attracting and retaining attention. From humorous images to detailed satirical sketches, humor is able to penetrate into various layers of media content, making it more attractive and memorable. The use of humor not only compensates for the lack of expressiveness, but also serves as an important means of social communication [3]. When creating content, it plays the role of a catalyst that accelerates the perception and memorization of information. It is worth noting that by creating humorous marketing campaigns, the brand's influence on the audience goes beyond individual interaction and covers a much larger market, attracting new customers through word of mouth and viral distribution [2].

However, the use of humor requires a subtle approach and a deep understanding of the target audience. One of these factors is humor tolerance and involves an attitude towards the extent to which a person can perceive taboos and forbidden topics as an object for jokes. People with a high tolerance for humor perceive humor as a natural expression of joy and an indispensable seasoning in entertainment, leisure and social life. While in cultures with a low tolerance for humor in social relations, special attention is paid to rules and order. Humor used in public places is considered inappropriate, and ridicule or jokes in public are sometimes perceived as an insult [1]. Tolerance of humor implies a respectful attitude towards various social, cultural, religious and ethnic groups. Jokes based on stereotypes, prejudices or discrimination can cause serious harm and reinforce negative attitudes in society. It is important to remember that humor should be aimed at ridiculing common human shortcomings and weaknesses, and not at humiliating specific individuals or communities.

Creating tolerant humor requires a high degree of responsibility and awareness from media content creators. It is necessary to carefully analyze the target audience and take into account its cultural characteristics. It is important to avoid topics that can be perceived as offensive or humiliating for certain groups of people. At the same time, tolerance of humor does not mean rejecting acute topics and satire. On the contrary, humor can be an effective tool for drawing attention to social problems and stimulating discussion.

One of the striking examples is the Dove advertising campaign dedicated to the beauty of women. The videos feature women of different ages, complexions and nationalities, demonstrating that beauty has no standards. The humor here lies in the ironic playing with stereotypical ideas about female beauty, which makes you smile and think. Another example is an Airbnb advert, which shows stories of people hosting guests from different countries and cultures. The humour is based on funny situations that arise due to cultural differences, but at the same time it emphasizes the value of mutual understanding and hospitality.

One of the key benefits of using humour is the creation of a positive emotional background. Jokes, appropriate and witty, can relieve a tense atmosphere, reduce resistance to information perception and make the content more attractive. This is especially important in the context of news content, where negative topics prevail. Many news outlets successfully use humour to attract audiences. For example, satirical news sites such as «The Onion» or «Panorama» offer an alternative view of events, ridiculing absurd situations and political realities. In traditional media, humour is often used in the form of caricatures, comics or funny headlines.

The use of humour in media content allows you to create an emotional connection with the audience. Laughter evokes positive emotions that are associated with the brand, product, or idea presented in the content. This emotional connection helps build loyalty and trust. Moreover, humor helps soften the rough edges of complex or sensitive topics, making them more accessible and understandable to a wider audience. Therefore, when using humor in creating media content, the following key aspects should be highlighted:

1. The main purpose of using humor is to attract attention. Among the many advertisements that consumers encounter every day, humor helps to stand out. Funny and original jokes or situations make people stop and pay attention to a message that they might have otherwise missed. For example, commercials where unexpectedly comical events occur cause a smile and interest. If the audience feels happy, then their attention to such content increases [3].
2. The use of humor helps create an emotional connection between the brand and the consumer. People tend to associate positive emotions with brands that can make them laugh. This can lead to increased loyalty and pleasure from interacting with a product or service. For example, advertising containing witty jokes about everyday life can evoke nostalgic or cozy feelings in viewers.
3. Memorability is an important feature for the emergence of a trusting attitude towards a brand. Research has shown that consumers better remember brands that they like, especially if they can make them laugh. Whether it is slogans, unexpected turns of events or pleasant characters, such elements make advertising materials brighter and easier to perceive.
4. The social factor is also becoming an important element in the successful use of humor in advertising. In the era of social networks, humorous advertising often goes viral. If the ad is really funny, people are happy to share it with their friends, which increases the reach and brand recognition. Virality of content helps to form a positive public opinion about the company and its products.

It is also important to remember to be careful when using humor. Jokes can be misunderstood or perceived as offensive. Therefore, it is important to carefully develop the concept of the advertising campaign, taking into account the cultural characteristics and beliefs of the target audience. The wrong approach can lead to a negative perception of the brand or even scandals.

Thus, the use of humor in advertising, although it seems contradictory at first glance, is in fact an effective tool that helps to attract attention to the brand, to remember it and to create a trusting relationship with the audience. The ability to improve the quality of media content for memorability, which subsequently influences its viral distribution, makes humor an integral part of a successful media strategy.

References:

1. Parker, L. Social marketing and advertising in the age of social media / L. Parker, L. Brennan. — Cheltenham: Edward Elgar Publishing Limited, 2020. — 192 c. — Текст: непосредственный.
2. Довганина, В. И. Преимущества использования юмора в маркетинге для удержания аудитории / В. И. Довганина. — Текст: непосредственный // Вестник науки. — 2024. — № 6 (75). — С. 155–161.
3. Цуканов, А. А. Стилистические приемы создания юмора в англоязычных постах социальных сетей / А. А. Цуканов, М. С. Пестова, Н. М. Шленская. — Текст: непосредственный // Мир науки. Социология, филология, культурология. — 2025. — № 1. — С. 1–10.
4. The influence of culture on attitudes towards humorous advertising / Y. Wang, S. Lu, J. Liu [и др.]. — Текст: непосредственный // Frontiers in Psychology. — 2019. — № 10. — С. 1–12.