There is no known time in history, nor known human community without laughter. Laughter imbues our social life. Laughter dominates our daily interactions, perhaps more visibly so on social media, where it is now a weapon wielded frequently against marketers. Yet, marketing theory paid little attention to laughter as a social phenomenon or a collective consumer (re)action. This article begins to address this neglect through an integrative review of theories of laughter and specifically by introducing Mikhail Bakhtin’s notion of a laughing chorus. I engage the notion as a way to understand the internet publics’ rowdy laughter directed at marketing. I show that seemingly nihilistic, irresponsible and discordant laughter is nonetheless an efficacious and notably polyvocal social commentary. To probe further the power of a laughing chorus, I draw on the works of Henri Bergson and Alenka Zupancic and elaborate on laughter as a form of expression that does not depend on reason and argumentation for its effects. I contend that a critical impetus of a laughing chorus may not always be in its content, but in the comic element, centred on repetition. That is, collective, excessive laughter involves a distinct mode of critique, which is not premised on discursive deliberation. I conclude with a reflection on theoretical and methodological opportunities in taking laughter seriously in marketing and consumer culture studies.

历史上没有已知的时间，没有笑声的人类社区也没有。笑声充斥着我们的社交生活。笑声在我们的日常互动中占主导地位，在社交媒体上也许更明显，而在社交媒体上，笑声如今已成为对营销人员经常使用的武器。然而，市场营销理论很少将笑声作为一种社会现象或集体消费者（重新）行动来关注。本文通过对笑声理论的综合回顾，特别是通过介绍米哈伊尔·巴赫金（Mikhail Bakhtin）的笑声合唱概念来解决这种疏忽。我将这个想法作为理解互联网公众针对营销的喧闹笑声的一种方式。我表明，看似虚无，不负责任和不和谐的笑声仍然是一种有效的，尤其是多语种的社会评论。为了进一步探讨笑声合唱的力量，我借鉴了亨利·柏格森（Henri Bergson）和阿伦卡·祖潘契奇（Alenka Zupancic）的作品，并把笑声作为一种表达形式进行了阐述，它不依赖于理性和论证其效果。我认为，笑声合唱的批判动力可能并不总是在其内容上，而是在漫画元素上，以重复为中心。就是说，集体的，过度的笑声涉及一种独特的批评模式，这种批评不以话语讨论为前提。最后，我总结了在营销和消费者文化研究中认真对待笑声的理论和方法上的机会。但在喜剧元素中，以重复为中心。就是说，集体的，过度的笑声涉及一种独特的批评模式，这种批评不以话语讨论为前提。最后，我总结了在营销和消费者文化研究中认真对待笑声的理论和方法上的机会。但在喜剧元素中，以重复为中心。就是说，集体的，过度的笑声涉及一种独特的批评模式，这种批评不以话语讨论为前提。最后，我总结了在营销和消费者文化研究中认真对待笑声的理论和方法上的机会。