In this paper we analyze the use of humor as part of the strategies of persuasion in leadership and politics in general, and in election campaigns and the political marketing, in particular. It addresses also the study of the functions performed by the humor in election campaigns and the reasons why it is used as part of the strategies of persuasion of voters. We examine also the literature and research that has been done on the subject, both in business and in politics. Finally, we conclude that under democratic regimes, humor has been used as a marketing strategy during election campaigns to manage the affection and win the vote of the voters, seeking to persuade and mobilize.
Humor; persuasion strategies in politics; leadership; political marketing; election campaigns; humor functions; democratic systems; political power