What does these pictures mean ?

Make you laugh….

Humour in advertising also makes you laugh

Humour in advertising

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

In advertising

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

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.

Hopkins view…

Claude Hopkins the father of modern 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

Look at a category like 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