ABSTRACT
The manner in which the exploitation of humour is occasionally catapulted into the public eye, however, can be breathtaking. In October 1995, the national press carried the story of British Airways’ sudden ‘discovery’ that ‘criticism softened by humour may be more effective than traditional forms of communication’ (The Guardian, 12 October 1995). To implement this notion, BA had appointed a ‘Corporate Jester’ to stalk executive offices and tell top managers where they are going wrong while putting a smile on their faces at the same time. First-quarter profits were up by 57% according to The Guardian, but the Confederation of British Industry remained sceptical!
