This might be especially important in view of the delayed delivery of the message and the anonymity of addresser and addressee in the case of mass communication. Expecting an ironic mode would definitely ease the recognition and comprehension of irony. Subsequently, periodicals which are known to treat topics ironically may be a good media choice as the editorial environment would strengthen the message effects. A self-enforcing effect might also be achieved through other advertisements which use irony. On the other hand, it can be very useful to be different from other advertisements and maybe even making fun of their techniques.
Deviation always attracts attention and if an advertisement stands out, so does the product.
In the recognition of irony incongruities play an important role. Quite frequently, discrepancy with expectations concerning the genre advertising makes the reader look out for an ironic mode. When analysing irony in print advertisements certain difficulties have to be overcome. There is the overlapping and interaction with other figures of rhetoric as became manifest in some of the examples. For instance, there was the interplay between irony and pun or metaphor.