Humour in advertising by Millward Brown

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Humour in advertising by Millward Brown

  1. 1. Should I use humour in advertising? Learnings Millward Brown Juillet 2010
  2. 2. Role of humour in advertising <ul><li>Launches </li></ul><ul><ul><li>humour can assist cut-through without detracting from communication effect if done right </li></ul></ul><ul><ul><li>But humour can distract from the message if misused – can be critical for launches </li></ul></ul><ul><li>Relaunches </li></ul><ul><ul><li>humour can inject life into the news </li></ul></ul><ul><li>Maintenance </li></ul><ul><ul><li>humour is a particularly good route for making advertising distinctive and involving/enjoyable - key when performing a maintenance role </li></ul></ul>
  3. 3. <ul><li>Slapstick/over the top </li></ul><ul><li>Kitch/corny/cult </li></ul><ul><li>Off the wall </li></ul><ul><li>Sexual Innuendo </li></ul><ul><li>Mockery - type of person </li></ul><ul><li>Mockery – genres </li></ul><ul><li>Clever/subtle </li></ul><ul><li>Dark/Noir </li></ul>There are many different kinds of humour
  4. 4. Can humour travel? <ul><li>Generally, humour does travel well . Particularly if humour: </li></ul><ul><ul><li>derived from visuals </li></ul></ul><ul><ul><li>subject matter universal </li></ul></ul><ul><ul><li>references used universal </li></ul></ul><ul><ul><li>based around a ‘safe’ subject matter (not potentially embarrassing) </li></ul></ul><ul><ul><li>not reliant on plays on words or anything else that’s likely to be lost in translation </li></ul></ul><ul><li>Humour less likely to travel if : </li></ul><ul><ul><li>subject matter potentially embarrassing or offensive in some countries </li></ul></ul><ul><ul><li>heavily verbally orientated - humour can be lost in translation </li></ul></ul>
  5. 5. As one would expect, humour aids enjoyment <ul><li>How much will you enjoy watching this advert each time you see it on TV? </li></ul>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. 6. It also helps make ads more involving <ul><li>Which of these words do you think applies most to the advert? </li></ul><ul><li>Which one of these? </li></ul>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. 7. <ul><li>There are some adverts that people remember but never know which brand they are for. Which of these phrases apply to this advert? </li></ul>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. 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. 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. 10. Contact
  11. 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]

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