Humour in advertisingHumour in dictionary means quality ofbeing amusing or comic but inadvertising it is serious business
In advertisingHumour in advertising is more thanjust making a whole bunch of peoplelaugh.
Conventional wisdom People buy products because itis : - Nutritious- Labour saving- Good value for moneyNot because the manufacturer tells jokes andmake you laugh in the ads.
Hopkins view…Claude Hopkins the father ofmodern advertising thundered :People don’t buy from clowns
David Ogilvy ‘s view 30% of advertising is humor based Humour now sells , if used creatively with strong idea and great execution.
Role of humour Cuts through the clutter Break ice Attention grabber Audience must laugh Creates a liking for the brand
Product Connect Direct relation between the joke,core product and service proposition No link. No effectiveness
Power of Humour It can be different Aggressive Memorable It is sticky Easy connect
International example Clothing store ad showing a head dress of an African tribe with sharks on their head gear Jonathan Sceats sunglasses ad showing a dead man lying in a morgue with sunglasses on.
International example Pizza world ad showing a hosepipe being used to cool off some one who just had a spicy pizza. Aftershock liquor ad showing a eye popping out and jaw dropping to the floor.
Indian example Amul butter Tortoise mosquito coil Center shock, Mentos , Allpenliebe lollipop Fevicol Fevikwik Saint goabin glass
Positives in Humour Grabs attention Encourages people to remember Being human you laugh Breaks clutter
Negatives Remember the joke not the message Forgets the brand name Upsets people or individual if not done tastefully Even products can flop
Humour works better in… Low investment , high impulse product (candy, beer, snacks, mosquito repellent etc…) Taboo products like sanitary napkins and condoms but not on cars and diamonds. ( Where decision process is long) No compromise in the basic rules of advertising Message simple, clear and relevant to the category Talk to the right TG. Single minded message Consistency in the brand imagery