Advertising is all about getting attention. One of the best ways of getting attention through advertising is adding humour. When employed correctly, the power of humour is undeniable.
Professional Advertising (N/A) believes that ‘[t]he best ways to get attention with advertising are with strong visuals, sex, powerful headlines, and humour.’
From all the types of advertising appeals, such as Emotional, Rational, Sex, Scarcity and Humour, ‘[h]umour can be an excellent tool to catch the viewer’s attention and help in achieving instant recall which can work well for the sale of the product. Humour can be used effectively when it is related to some benefit that the customer can derive without which the joke might overpower the message’ (Ashwini, 2009). Humour is most effective when it is used to reinforce an existing message, rather than simply adding to it.
Catanescu & Tom (2001) maintain that ‘[a]s previous research has revealed... [their] study shows that humour is used more frequently in television commercials than print advertisements’ and so it is with this acumen that generates the focus on television commercials. What humour achieves exactly can differ from one advertiser to the next, but its primary function seems to be about getting attention, regardless if it is good or bad attention.
According to a 1993 Journal of Marketing study that examined multinational effects of humour on advertising, ‘humour is more likely to enhance recall, evaluation, and purchase intention when the humorous message coincides with ad objectives, is well-integrated with those objectives, and is viewed as appropriate for the product category. Under such circumstances, humorous advertising is more likely to secure audience attention, increase memorability, overcome sales resistance, and enhance message persuasiveness’ (Dubois, 2010).
Table of Contents
1. INTRODUCTION
2. TYPES OF HUMOUR
3. INEFFECTIVE HUMOUR IN ADVERTISING
4. CONCLUSION
Objectives and Topics
The primary objective of this work is to explore the role of humour as a strategic tool in advertising, analyzing how it can effectively capture audience attention, enhance memorability, and influence consumer behavior while identifying the risks associated with its misuse.
- The psychological impact of humour on viewer attention and message recall.
- Categorization and application of different humour types in commercial settings.
- The necessity of aligning humorous content with specific product objectives.
- Evaluation of advertising "wear out" and the "vampire effect" in humorous campaigns.
- Comparative analysis of successful and ineffective humorous advertisements.
Excerpt from the Book
TYPES OF HUMOUR
Professional Advertising (N/A) warns that ‘humour is in the eye of the beholder. It is commonly misinterpreted. Many people [may] not get the joke’. In order to acquire a more tactile understanding of how humour is used effectively in advertising, it may be beneficial to recognize some of the different types of humour.
Catanescu & Tom (2001) outline several different types of humour;
• Comparison
• Personification
• Exaggeration
• Pun/Parody
• Sarcasm
• Silliness
• Surprise
To illustrate how some of these types of humour can be used effectively, let us first examine three beer commercials from three different brands.
Summary of Chapters
1. INTRODUCTION: This chapter highlights the fundamental role of humour in advertising as a mechanism to secure viewer attention and reinforce brand messaging.
2. TYPES OF HUMOUR: This section details various classifications of humour, such as parody and surprise, and explores their practical application through commercial case studies.
3. INEFFECTIVE HUMOUR IN ADVERTISING: This chapter examines the potential pitfalls of humour, discussing how weak or ill-suited jokes can undermine credibility and distract from the product message.
4. CONCLUSION: This final section summarizes the main findings, reiterating that while humour is a powerful and memorable tool, its success depends heavily on audience alignment and product relevance.
Keywords
Advertising, Humour, Consumer Attention, Brand Memorability, Marketing Strategy, Commercials, Product Recall, Audience Analysis, Parody, Comparison, Exaggeration, Silliness, Effective Communication, Consumer Behavior, Advertising Risks
Frequently Asked Questions
What is the central focus of this paper?
The paper focuses on the effective and strategic use of humour within television advertising to increase brand awareness and audience engagement.
What are the core thematic areas discussed?
The core themes include types of humour, the balance between entertainment and product information, the risks of audience alienation, and the longevity of humorous advertisements.
What is the primary goal of the author?
The author aims to provide a framework for advertisers to understand how to use humour appropriately so that it supports rather than distracts from the marketing objective.
Which scientific method is utilized in this study?
The study employs a qualitative analysis of existing literature, advertising theory, and descriptive case studies of real-world television commercials.
What is covered in the main body of the work?
The main body covers the classification of humour, analysis of specific brand commercials (such as Heineken, IKEA, and Carlton Draught), and the distinction between effective and ineffective humour.
Which keywords define this work?
Key terms include advertising, humour, consumer attention, brand memorability, marketing strategy, and consumer behavior.
What does the term "vampire effect" mean in this context?
The "vampire effect" refers to a situation where the humorous content is so distracting that it consumes all the audience's attention, causing them to forget or ignore the actual product being advertised.
How does the author advise companies to handle humorous advertisements?
The author advises that humour must be product-specific, relevant to the brand's objectives, and carefully tailored to the specific target audience to avoid negative impacts on company reputation.
- Citar trabajo
- Nick Birch (Autor), 2011, Using humour in advertising effectively, Múnich, GRIN Verlag, https://www.grin.com/document/269678
