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Most jokes contain a null, a
missing element, an unspoken
component, a blank that the audience
fills in. And from that participation
they derive pleasure and laugh. But, if
the audience lacks the information
necessary to fill in the blank, they're
not going to get it. If they don't know
what the joke refers to, they're not
going to be able to fill it in. Your job
as a writer is to devise a joke with a
blank that the audience will fill with a
reference that the audience has
previously heard or read about. 205
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