Analysis of the humour in advertisements in Discord's posts on Twitter

This research note focuses on humour and its use in advertising on a social media platform – Twitter (also known as X). In particular, the research focuses on the activities of a communication software company – Discord. First, humour is introduced and briefly described. Then, the article discusses the general usage of humour for advertising. A humour classification system adopted for this study is also summarised. The corpus built for the study includes 62 multimodal posts from the company's Twitter account. The type of humour used in the posts is discussed and a short description of all quantitative data gathered is provided to allow for comparison with similar studies. The analysis shows that Discord opts to mainly use humour techniques from the Surprise, Parody and Slapstick clusters in their humorous posts.