Well like Marquand said you either go for farce or play the material straight.
He compared how the material in star wars was done in a way respectful to the material unlike his comparison to the 1980's flash gordon which was purposely done to be campy and not to be taken seriously.
Like you can make a film for children that adults can enjoy and not talk down to them or insult their intelligence or you can make a film for children that is childish and insults children and condescends.