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.�"Frequent�flyer�mileage�is�our�way�of�saying�thank�you�to�all�thePage�391people�who�take�our�airline or�are�thinking�of�taking�our�airline�in�the�future."I�said:�"I�can�understand�you�rewarding�those�who�fly�your�airline,�but�it�doesn't�make�much�sense�to�give�away�free�trips�to�people�who�jog�in�Central�Park.""The�airline�wants�to�attract�many�people�who�ordinarily�don't�fly teenage�baby�sitters,�green�card�holders,�people�in�state�prisons,"�Jay�told�me.�"To�do�this,�we�must�persuade�them�that�there�is�something�in�it�for�them.�If�we�can�provide�an�Orkin�man�and�his�wife�with�a�free�trip�to�Acapulco,�we�consider�that�we've�done�a�good�merchandising�job.""Don't�all�these�trips�cut�down�on�your�cash�flow?"�I�asked.Jay�replied,�"Admittedly,�we�could�benefit�from�more�profits.�But�once�you�go�down�the�frequent�flyer�glide�path,�it's�hard�to�turn�back.�The�competition�is�always�breathing�down�your�neck.�We�heard�that�TWA�is�offering�20,000�miles�if�you�watch�14�hours�of�basketball�a�week.�Obviously�we�have�to�top�that�if�we're�going�to�stay�in�business.""How�do�you�plan�to�do�it?""We're�working�out�a�deal�with�the�iceberg�lettuce�people.�Every�time�you�buy�a�head�of�lettuce,�we'll�credit�you�with�2,500�miles.""If�you're�handing�out�free�mileage�for�everyone,�what�are�you�using�for�money�to�keep�your�planes�flying?""We're�giving�our�mechanics�25,000�free�bonus�miles�for�every�plane�they�fix�correctly.�They�love�the�incentive�and�will�work�late�into�the�night�to�earn�enough�to�get�them�to�Europe.""Dare�I�inquire�how�the�stockholders�are�doing�with�all�the�free�rides?"Jay�said:�"Not�bad.�We�give�them�a�4,400�mile�bonus�for�every�point�that�the�stock�goes�down.""Nobody�loses�according�to�your�marketing�campaign.""Aviation�is�something�that�requires�special�selling.�If�a�guy�knows�that�he�can�stay�in�a�bed�and�breakfast�hotel�and�get�frequent�flyer�miles,�he's�going�to�sleep�better.�If�he�buys�a�set�of�golf�clubs�and�gets�a�ticket�to�Argentina,�he�is�ahead�of�the�game.Page�392The�next�time�he�wants�to�fly�somewhere,�he'll�take�Southern�Freebie�Airlines."Jay�handed�me�a�certificate."What�is�this?""We're�crediting�you�with�14,000�miles�for�wearing�a�blue�shirt."�(Buchwald,�1993,�p.�13A)�Reprinted�with�permission�of�Art�Buchwald�and�Los�Angeles�Times�Syndicate.ContrastContrast�can�also�be�described�as�incongruity.�In�using�contrast,�you�establish�a�lack�of�harmony�with�the�world~�you�show�unreasonable�and�unsuitable�situations.�There�are�times�when�something�that�is�expected�and�routine�becomes�something�completely�unexpected�and�nonroutine.�For�example,�a�story�about�a�business�trip�that�was�well�planned�with�hotel�and�rental�car�reservations,�airline�bookings,�and�other�details�turns�into�a�series�of�humorous�situations�when�the�realities�of�the�trip�begin.�These�include�an�airline�strike,�a�rental�car�breakdown,�hotel�reservations�denied�by�a�clerk,�and�just�plain�bad�timing�(for�example,�you�finally�arrive�at�the�hotel�at�11:15�p.m.,�hungry�and�tired,�but�find�out�that�room�service�closed�at�11�p.m.).UnderstatementJust�like�exaggeration,�understatement�works�to�create�emphasis�and�reaction�on�the�part�of�the�reader.�An�intentional,�softer�comment�will�draw�attention�when�it�is�contrasted�with�the�expected.�If,�for�example,�you�were�referring�to�the�real�summer�heat�that�the�local�readers�know�was�98�F�with�80%�humidity�by�saying,�"It�was�a�little�warm�outside�yesterday,"�then�you�have�understated�the�case�dramatically�and�no�doubt�drawn�a�reaction�from�your�reader.Novelist�Connie�Willis�feels�understatement�is�as�important�as�exaggeration�in�creating�humor.�And�you�can�use�them�together,�she�believes:�"Don't�get�the�idea�you�must�choose�one�or�the�other,"�Willis�(1996,�p.�33)�wrote.�"Humor�is�not�a�decision�between�More�or�Less.�(Mark)�Twain�often�uses�understatement�and�exaggeration�in�the�same�sentence."�The�concern�of�writers,�she�notes,�is�when�to�use�one�or�the�other.�Every�author,�she�observes,�seems�to�use�them�differently.�"Things�are�already�funny~�you're�simply�using�exaggerationPage�393and�understatement�and�whatever�else�to�bring�out�the�humor�that�was�already�there."AsidesMany�humor�writers�like�to�use�asides short�messages�in�parentheses�or�other�form to�communicate�with�readers�on�a�quasiprivate�level.�This�is�a�technique�often�used�in�acting�that�permits�the�actor�to�communicate�only�with�the�audience.�In�writing,�humorists�who�use�asides�are�attempting�the�same�technique�as�if�to�privately�communicate�with�you�(and�not�the�book's�editor).�Did�you�notice?�The�previous�sentence�contained�an�aside.�You�don't�have�to�use�parentheses�all�the�time.�Some�writers�prefer�dashes�" "�or�other�typographic�devices�to�accomplish�the�same�thing.�Some�writers�will�even�use�footnotes�for�the�same�effect [ Pobierz całość w formacie PDF ]