Humour in advertising by Millward Brown

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  • 1. Should I use humour in advertising? Learnings Millward Brown Juillet 2010
  • 2. Role of humour in advertising
    • Launches
      • humour can assist cut-through without detracting from communication effect if done right
      • But humour can distract from the message if misused – can be critical for launches
    • Relaunches
      • humour can inject life into the news
    • Maintenance
      • humour is a particularly good route for making advertising distinctive and involving/enjoyable - key when performing a maintenance role
  • 3.
    • Slapstick/over the top
    • Kitch/corny/cult
    • Off the wall
    • Sexual Innuendo
    • Mockery - type of person
    • Mockery – genres
    • Clever/subtle
    • Dark/Noir
    There are many different kinds of humour
  • 4. Can humour travel?
    • Generally, humour does travel well . Particularly if humour:
      • derived from visuals
      • subject matter universal
      • references used universal
      • based around a ‘safe’ subject matter (not potentially embarrassing)
      • not reliant on plays on words or anything else that’s likely to be lost in translation
    • Humour less likely to travel if :
      • subject matter potentially embarrassing or offensive in some countries
      • heavily verbally orientated - humour can be lost in translation
  • 5. As one would expect, humour aids enjoyment
    • How much will you enjoy watching this advert each time you see it on TV?
    I'll enjoy watching it a lot 1 I'll quite enjoy watching it 2 I won't mind watching it 3 I won't enjoy watching it much 4 I won't enjoy watching it at all 5 With Without Humour Humour Mean enjoyment 3.47 3.16
  • 6. It also helps make ads more involving
    • Which of these words do you think applies most to the advert?
    • Which one of these?
    With Without Humour Humour Active Positive 60% 42% Pleasant 1 Interesting 2 Boring 3 Irritating 4 Soothing 1 Distinctive 2 Ordinary 3 Unpleasant 4 Gentle 1 Involving 2 Weak 3 Disturbing 4 Passive Positive Active Positive Passive Negative Active Negative
  • 7.
    • There are some adverts that people remember but never know which brand they are for. Which of these phrases apply to this advert?
    Branding also benefits With Without Humour Humour Branding mean 3.96 3.77 You couldn’t fail to remember the advert was for.... 1 The advert is quite good at making you remember it is for…. 2 The advert is not all that good at making you remember it is for…. 3 It could have been an advert for any brand of…. 4 It could have been an advert for almost anything 5
  • 8. Watching the ad makes me feel… POSITIVE No intended humour Funny/ Light hearted Affectionate Attracted Confident Contented Excited Inspired Proud Surprised Base: USA Online ads % 26 43 45 49 32 44 26 30 (1038) % 24 40 37 43 32 35 24 36 (885)
  • 9. Watching the ad makes me feel… NEGATIVE No intended humour Funny/ Light hearted Disappointed Guilty Hatred Inadequate Repelled Sad Unimpressed Base: USA Online ads % 9 3 3 6 6 5 23 (1038) % 13 3 4 6 10 4 28 (885)
  • 10. Contact
  • 11. Laurent Dumouchel Directeur du Développement 01 55 56 40 16 [email_address] Guillaume Barat Directeur Adjoint du Développement 01 55 56 40 75 [email_address]