Self-deprecating humor as part of a candidate's branding/campaign strategy

[MT Treasurer]

Self-deprecating humor is one of the most powerful rhetorical-theatrical tools in the interaction with an audience or another individual, but it is also one of the most dangerous ones due to its potential to backfire — self-deprecating humor can quickly turn into self-abasement, and the confidence one intended to project has been revealed as one's insecurity, this time on display in front of a local/national audience. The most famous example of the successful use of self-directed humor was probably Ronald Reagan, who of course made the device look much easier than it actually is, having already had decades of training and experience in playing audiences by the time he first ran for President. Many of the rehearsed 'one-liners' Reagan dropped would be perceived as extremely inauthentic in a less savvy candidate and might even constitute a career-ending faux pas.

Let's say you're advising a candidate who seems robotic and has a hard time connecting with an audience - a less or ideally non-psychopathic version of Dr. Oz, for example. Would you advise him to use self-deprecating humor every now and then?

Looking forward to your answers! (no longer have space for my rec policy in my signature, but it still applies, don’t worry)