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Modern definition of “funny” - Today’s humor landscape is funnier than fictionContact: Megan Ferington or Frank Cirillo, 216.252.4938 Cleveland, Ohio (June 2007) – Academics and TV critics are still deliberating over who started the trend, but few can argue against the far-reaching impact of reality TV on all things “entertainment.” Movies, commercials and Internet sites have all shifted in their own ways to include more reality-based content as a means of ensuring they have the kind of entertainment that resonates with their audiences and evokes laughs. But, is it possible that our fascination with the reality trend has permeated our subconscious and even changed what we think of as “funny”? According to the findings of new research by American Greetings, reality-based humor is increasingly popular even outside of the broadcast and web-based worlds. Whether it’s joking about the difficulty of finding a work/life balance or laughing off the challenges of being a sleep-deprived new mom, part of the appeal of reality-based humor -- especially for women who buy the most cards -- comes from realizing their friends, family and even co-workers are having many of the same thoughts and experiences. According to Beth Murdoch, Director of Humorous Cards at American Greetings, tastes in humor have evolved dramatically over time, reflecting cultural and social trends of the times. “When you look back at what people used to laugh at 10, 20 or even 30 years ago, it isn’t nearly as funny to us today because humor is shaped to a large degree by social trends,” explained Murdoch. Murdoch was part of a team at American Greetings that conducted in-depth consumer research to get to the root of what’s funny today. As a result of the research, the company found that men and women have distinct differences in how they define “funny”. “We found that men really like to laugh at others while women like to laugh with others,” Murdoch said. “Men take humor far less personally than women, and they actually enjoy jokes with personal digs directed at them from time to time. Women, on the other hand, are more inclusive in their communication, and they appreciate humor that relates to their everyday lives so that they can share experiences rather than take a jab at a friend or family member.” New Research Brought to Life Hundreds of new cards that apply these research findings are making their first public appearance in stores this summer. Selections are available for every occasion from birthday and congratulations to friendship and thanks, but a major focus of the new humor program is the ellen collection™, an exclusive line of 32 cards featuring the trademark wit and quirky observations of Emmy award-winning comedian and popular daytime talk show host Ellen DeGeneres. “Women told us that everyday life was often funnier than anything that can be made up, and Ellen is one of the very best at pointing out the humor in our lives,” said Murdoch. “Ellen perfectly represents what consumers told us they found funny, and she does so in a way that is both warm and surprising, which appeals to a wide audience.” Featuring a fun cartoon depiction of the entertainer on every card, the ellen collection™ translates Ellen’s signature style and charm to greeting cards. One features the easy-going comedian in her typical dancing pose and reads, “Your birthday makes me wanna dance…which is weird because I’m in line at the DMV, and now everyone is staring at me. Enjoy your day.” Another example exhibits some of the offbeat humor that has made Ellen so popular. The card reads, “You’re such a good friend, I feel like I can tell you anything.” The inside greeting and punch line says, “…But then the police would consider you an ‘accessory.’” In addition to the ellen collection ™ , another new line that has been introduced to tickle the funny bone of women who enjoy humor based on real-life is Suburban Myths ™, which feature the inside scoop on soccer moms and nosy neighbors. An example pulling back the curtain on one long-held secret reads, “I can’t wait ‘til the next play date?” The inside reads. “Time to caffeinate and commiserate.” Other new card collections include an eclectic collection of retro black and white photo humor, cards featuring cartoons about everyday life experiences, and a particularly zany series featuring the fictional misadventures of vacationing “his and hers” blow-up dolls. “Reality-based themes are definitely key today, but because humor is so subjective, we incorporated a broad spectrum of comedic styles in the new cards,” Murdoch said. “It’s important to offer cards that will appeal to a diverse range of tastes and styles of humor. So the new cards are designed in a way that will appeal to a wide variety of personalities.” American Greetings new selection of “funnier than fiction” cards can be found at participating drug chains, grocery stores and super centers nationwide as well as in American Greetings and Carlton Cards retail stores. Visit www.americangreetings.com/retailers for store locations. About American Greetings Corporation |
