DISCOURSE HUMOR
Tough language (Aristotle's Ethos) is the language of the novel. It tends to be written in a first-person (I, me, mine, we, us, our) narrative; it is subjective and informal or intimate, and Aristotle would call it (Aristotle’s Ethos). It is the language of the novel. Frederic Henry in Ernest Hemingway’s Farewell to Arms uses tough language.
Sweet language (Aristotle’s Pathos) tends to be written in the second person (you, your); it tends to be subjective and intimate, and sometimes “pathetic.” It is the language of seduction; it is also the language of the advertisement. Aristotle would call it “Pathos.” Walker Gibson calls Sweet language AROMA (Advertising Rhetoric of Madison Avenue). Sweet language is listener-oriented in an attempt to deduce listeners into buying products they don’t want or need. Stuffy language (Aristotle’s Logos) is the language of academe.
Where tough language is I-oriented, and Sweet language is you-oriented, stuffy language is it-oriented. Stuffy language is highly grammatical and highly formal. Infinitives, gerunds, present and past participles, nominative absolutes, perfect, progressive, and passive constructions normally occur only in stuffy language. Because it is so objective and straight forward, it tends to be dull—stuffy.
Comment on the three styles of discourse: Tough (the novel), Sweet (the advertisement), and Stuffy (the language of academe).
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The three styles of discourse - Tough, Sweet, and Stuffy - represent distinct approaches to communication and are often employed in different contexts to achieve specific goals. Here's a closer look at each style and its characteristics:
1. Tough (the novel):
- Characteristics: Tough discourse in the context of a novel typically involves gritty, realistic language and a focus on complex human experiences and emotions. It often includes elements of conflict, tension, and ambiguity.
- Purpose: The tough style is used to engage readers on an emotional and intellectual level. It aims to create a deep and thought-provoking connection with the audience, encouraging them to contemplate the complexities of the human condition.
- Examples: Authors like Ernest Hemingway and Raymond Chandler are known for their tough and gritty narrative styles, emphasizing raw human emotions and life's challenges.
2. Sweet (the advertisement):
- Characteristics: Sweet discourse in advertising is characterized by its persuasive, upbeat, and often overly positive tone. It uses language that appeals to emotions, desires, and aspirations. It may also employ humor, catchy slogans, and storytelling.
- Purpose: The sweet style aims to convince and persuade. It seeks to create a positive and memorable impression on the audience, fostering brand loyalty and encouraging consumer action, such as purchasing a product or service.
- Examples: Many successful advertising campaigns, such as Coca-Cola's "Share a Coke" or Apple's product launches, use sweet discourse to connect with consumers on an emotional level.
3. Stuffy (the language of academe):
- Characteristics: Stuffy discourse in academia is characterized by its formal, precise, and often complex language. It frequently includes specialized terminology, citations, and references to existing research. Clarity and precision are emphasized.
- Purpose: The stuffy style is used to convey information and research findings in a rigorous and scholarly manner. It aims to ensure that ideas are communicated accurately and can be subjected to critical analysis and review.
- Examples: Academic articles, research papers, and dissertations are prime examples of stuffy discourse, where scholars use a formal and specialized style to communicate their findings to the academic community.
Each style serves its purpose effectively within its respective context. However, it's important to recognize that these styles can also overlap or be adapted to fit different situations. For instance, a novel may incorporate elements of sweet or stuffy discourse to enhance storytelling or convey specific themes. Similarly, an advertisement may incorporate tough discourse to evoke strong emotions or address societal issues. Understanding these styles and their nuances can help individuals communicate more effectively in various settings.
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