HUMOR IN ADVERTISING

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HUMOR IN ADVERTISING

• Juan-Jose Calle

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What is Humor?

• One theory states that humor results from
  incongruity or deviations from expectations.
• In other words humor can be something
  unrealistic, exaggerated, or unexpected.
• Mowen, J.C., Minor M.S. (2001) Consumer
  Behavior-A Framework. New Jersey Prentice-Hall

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Topics of Discussion

• The effectiveness of inserting Humor in
  advertising.
• Does Humor always work?
• How can you plan the use of humor?

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Effectiveness

• Humor can influence attitudes and behaviors
• Humor places people in a good mood, which in turn
  lowers counterarguments to the message.
• Humor can attract attention to an ad and increase
  its recall and comprehension.
• Its strongest effect is that it increases the
  likeness of the advertising.
• Mowen, J.C., Minor M.S. (2001) Consumer
  Behavior-A Framework. New Jersey Prentice-Hall

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Effectiveness..

• Humor has to be planned carefully in order to
  avoid unanticipated negative effects
• Humor can reduce the comprehension of the
  message.
• Using humor may shorten the life of the ads.
• It can have a negative effect on various
  audiences.

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Effectiveness..

• The humor has to be naturally related to the
  product or situation in some way.
• The effects of humor interact with the prior
  brand evaluation of consumers to influence
  attitudes. For example

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Study The Moderating Role of Humor in
Advertising

• The study created humorous or nonhumorous ads for
  a pen. In addition, prior evaluations(P.E.) of
  the pen were varied by giving fictitious Consumer
  Reports ratings. Thus, some respondents rated the
  pen very positively and some very negatively. The
  results revealed that

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Study..

• When prior evaluations were positive and the ad
  humorous, their attitudes and purchase intentions
  increased substantially.
• When prior evaluations were negative and the ad
  humorous, their attitudes and purchase intentions
  plummeted.
• When prior evaluations were negative and the ad
  serious, attitudes and purchase intentions
  increased.
• When prior evaluations were positive and the ad
  serious, attitudes and purchase intentions
  decreased.
• Mowen, J.C., Minor M.S. (2001) Consumer
  Behavior-A Framework. New Jersey Prentice-Hall

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Mnemonic of the Study

• If Prior Evaluation and AD then Purchase
  Intention
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Real World Example

• Firestone is now trying to rebuild its image of
  poor quality and carelessness.

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How are they approaching the situation?

• They are focusing on trying to show that now
  quality control and customer satisfaction is a
  must.
• They have created a program that reminds it users
  when it is time to check the pressure in the
  tires at www.tiresafety.com
• From www.bridgestone-firestone.com

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Another Real World Example

• In 1993, milk consumption in California had
  declined steadily for 20 years, so milk
  processors from all over the state banded
  together to do something about it.
• The research that followed revealed some very
  interesting insights
• People know about all they need to know about
  milk. It is white, comes in gallons, and is good
  for you.
• You cannot substitute any other beverage for milk
  when you have got a mouth full of chocolate chip
  cookies or a bowl of your favorite cereal.
• Finally and most importantly, people notice milk
  when they suddenly run out of it.
• www.gotmilk.com/story.html

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Does It Really Work?

• The decline in milk sales has been halted. But
  beyond sales, GOT MILK? has become part of the
  American vernacular. People like Cosby, Roseanne,
  Rosie and Leno have done GOT MILK? comedy skits.
• www.gotmilk.com/story.html
• It has been proven that cartoons provoke
  sufficient customer response rates despite
  assertions by marketing experts that only a few
  readers or potential customers get the joke. Such
  a mindframe is outdated and is detrimental to
  marketing efforts since it underestimates the
  customer. That humor does not work is not
  conventional wisdom and is probably based on only
  a few individuals failures to generate the
  desired market response utilizing the technique.
• Heinecke, Stu (1997), Proof Positive humor
  does work. Direct Marketing, pp. 36 (5)

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• Humorous television commercials have to be visual
  to be internationally perceived as funny,
  although many countries do not believe humor is
  an acceptable advertising tool. Cultural
  references and language-based puns should be
  avoided as these are rarely understood
  internationally. The use of gags, puns, and jokes
  is mainly Western, with the Japanese and Chinese
  in particular having a different sense of humor.
  Americans are also reticent about using humor as
  advertising is considered a serious business,
  while some feel that advertising can create the
  most positive brand reaction through laughter.
• Archer, Belinda (1994), Does humour cross
  borders? Campaign, pp. 32 (2)

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How can you plan the use of Humor?

• Focus on the recipients identity, not yours
• Remember who is important.
• Never use cartoons as just another form of teaser
  copy
• Tease and Humor do not mix. If you have
  used tease in your humor, you might have insulted
  your audience.
• Focus on affinities
• Focus on the things of Prime Personal
  Importance to your target market.
• Psychographics, not demographics
• Get into their heads. Get to know what and
  how they think.
• Make sure the recipient comes out on top
• Compliment your recipients egos.

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• Use comic tension
• Bewildered faces, tense faces, and conflict
  is the synthesis of humor.
• Always refer to recipients out-of-frame.
• Never use gender-specific references.
• Take a reality check.
• Is the ad really worth the recipients time?
• Always use the best talent available.
• Heinecke, Stu (1996), Something NEW Under
  the Sun. Direct Marketing. Available at
  www.interactivefeatures.com/10rules.html

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Applause!!!!

• FINI