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Home / Sales and Marketing / Advertising and Lead Generation / Want to Create Memorable Ads? Make ’em Laugh!
Want to Create Memorable Ads? Make ’em Laugh!

Want to Create Memorable Ads? Make ’em Laugh!

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Apr 30, 2015 By Elaine Fogel

Every once in a while, a TV spot or ad makes me laugh out loud. When it does, I remember it and may even share it.

 
According to Millward Brown, “Some form of humor is used in almost half of all TV advertising, where it often contributes to very effective ads. Humor can make ads more enjoyable, involving, and memorable.”
 
Related Article: Choose Your Advertising Slogan Wisely
 
There’s a down side, however says the marketing and branding company. “If the humor distracts from branding and communication, …
 
…it can impede the ad’s effectiveness. In addition, perceptions of humor are different around the world and across different audiences; this may limit the ability of a funny ad to be used across markets.”
 
Did you know:
 
  • Humor is used more in North America than in any other region.
  • The funnier an ad is, is the more memorable it is likely to be.
  • There’s a strong relationship between humor and impact because humor can drive involvement, which drives memorability.
 
Some cautions:
 
  • Humor is subjective and often culturally specific. Types of humor that don’t travel well include mockery, parodies, kitsch, off-the-wall and dark humor, as well as humor that depends on subtleties.
  • Some humor may be perceived differently by men and women. This is especially true of scatological, violent, or sexist humor.
  • Choice of media can have a substantial influence on the effect of the humor, because humor may be perceived differently depending on whether the medium is public or private.
 
Although your company or nonprofit organization may not afford TV advertising, these results may be worth noting for your other marketing activities.
 
Ad Humor
 
OK, so much for the educational content. Now it’s time to laugh. 🙂
 
This article was originally published by Elaine Fogel

Filed Under: Advertising and Lead Generation Tagged With: Advertising, Branding, Elaine Fogel

Elaine Fogel

Elaine Fogel

Elaine Fogel is a marketing, branding, and customer experience evangelist, professional speaker, and author of Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success. People in 100+ countries regularly read her blog, Totally Uncorked on Marketing and her articles have appeared in many publications.

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