Power of Humour in advertising

2. What does these pictures
mean ?

19. Make you laugh….

20. Humour in advertising
also makes you laugh

21. Humour in advertising
Humour in dictionary means quality of
being amusing or comic but in
advertising it is serious business

22. In advertising
Humour in advertising is more than
just making a whole bunch of people
laugh.

23. Conventional wisdom
People buy products because it is :
- Nutritious
- Labour saving
- Good value for money
Not because the manufacturer tells jokes and
make you laugh in the ads.

24. Hopkins view…
Claude Hopkins the father of
modern advertising thundered :
People don’t buy from clowns

25. David Ogilvy ‘s view
 30% of advertising is humor based
 Humour now sells , if used creatively
with strong idea and great execution.

26. Role of humour
 Cuts through the clutter
 Break ice
 Attention grabber
 Audience must laugh
 Creates a liking for the brand

27. Product Connect
 Direct relation between the joke,core
product and service proposition
 No link. No effectiveness

28. Power of Humour
 It can be different
 Aggressive
 Memorable
 It is sticky
 Easy connect

29. 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.

30. 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.

31. Indian example
 Amul butter
 Tortoise mosquito coil
 Center shock, Mentos , Allpenliebe lollipop
 Fevicol
 Fevikwik
 Saint goabin glass

46. Look at a category like glass

50. Positives in Humour
 Grabs attention
 Encourages people to remember
 Being human you laugh
 Breaks clutter

51. Negatives
 Remember the joke not the message
 Forgets the brand name
 Upsets people or individual if not done
tastefully
 Even products can flop

52. 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