Humour in Advertising

2135 Words Nov 17th, 2007 9 Pages
Humour in Advertising

Introduction

The Encyclopedia Britannica defines humor as a ¡§form of communication in which a complex, mental stimulus illuminates, or amuses, or elicits the reflex of laughter¡¨. Many marketers use humor in advertising as a way of appealing to consumer¡¦s emotions. These positive emotions can potentially lead to cognitive processes that entice the consumer to purchase the related product. Doing it right means not only engaging the prospect but getting them to remember the product. However, that depends, among others, on Social and psychological factors, How a person has been socialized may affect there judgment of humorous advertising. Humorous advertising can be found in variety of forms including TV, radio,
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But after a while, although they still may smile at the joke, it¡¦s not so funny any more. Funny ads need to be replaced periodically which in turn increases cost. Another point to consider when using humor in advertising is that different things are funny to different people. A commercial that may leave one person gripping their sides from laughter may leave a bad taste in another¡¦s mouth. The target market must always be considered. What¡¦s funny in a client presentation may not be funny on an airplane, in a cinema or in a hospital.

Advertising humor can backfire. If you make a joke at the expense of any one group, you will surely alienate them which will in turn lose customers and devalue the company¡¦s image. Advertising humor also needs to be product specific. Everyone has seen funny ads they have liked so much that they have forgotten what was being sold. Advertising humor must relate directly to the company or products if they want to be remembered. Corporate image and industrial advertising are serious business. Unknown, risky, expensive, or sensitive products are not normally suited to the lighter touch of advertising humor.

The Marketing Environment

When dealing with humour marketers must consider the various factors in the marketing environment. Some of these factors include:
Social/cultural Factors: Marketers must understand that their audience and consumers are of a multicultural
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