Much like the old saying “sex sells” not to be outdone is relying on good old fashioned humor. The important thing to keep in mind when preparing humor for advertising campaigns is deciding if the media and product you will be advertising is appropriate. In terms of humor categorization there are a few different categories you can join to display the humor listed below along with a quick description.
Personification – Attribute humor characteristics to amimals, plants and objectS. Think Bush’s baked beans and the talking dog.
Exaggeration – Overstating and magnifying out of proportion. Burger King tiny hands.
Pun – Using language or symbols to create new meanings which are funny. For example, Coke with Lime. “You put the lime in the Coke you nut.” Pun intended.
Sarcasm – Blatant ironic responses or situations. This ones a little different.
Silliness – funny faces to ludicrous situations.
Comparison – Putting two or more elements together to produce a humorous situation.
Surprise – Humor arising from unexpected situations. Stride Gum
I like this, Mayghan. I certainly appreciate the uses of humor in advertising.
Emotional appeals are one of the most definitive and motivational tactics used in advertising.
Where marketers miss the mark is when the humor does not match the situation, product or brand. Sometimes it is completely inappropriate or awkward-which ultimately hurts the brand and damages the reputation.
Good post.
By: Carrie Bowe on May 11, 2010
at 2:02 am
Just so happens that one of my blog posts this week incorporates a new use of humor and emotions in advertising for McDonald’s: http://carriebowe.wordpress.com/2010/05/10/im-lovin-it-version-2-0
By: Carrie Bowe on May 11, 2010
at 2:07 am