Do you want to show up more creatively for your clients and your colleagues, your family, and your friends?
Do you want to default to thinking about opportunity versus focusing just on problems?
Discovering Hope is full of proactive steps you can take right now, to achieve a more positive mindset or to help maintain the positivity you already have
Getting Positive reveals that more optimism is close at hand
Fancy a Laugh?
Peter Dabell (CEO, Ace Matric) tells us “Some form of humor is used in one in five commercials” and “most of the top Super Bowl ads of the last three years used humor”.
Why? Because funny advertising lowers our guard and our resistance to ‘being sold’, and we accept that in exchange for our attention we will be entertained. Yet, Nielsen research suggests there is “little correlation between humor and effectiveness”, and indeed, it carries a risk of alienating some consumers.
For humorous advertising to have a chance of working it must tap one of the ten humor archetypes (*) that connects with human emotions. And the advertising must be built on substance with humor used as a supplement; funny is pointless without a clear association with the brand.
Which brand do you think has most effectively harnessed humor? Let us know. If your answer is the same as Ivan Wicksteed, Chief Marketing Officer of Old Navy and is selected from ‘correct’ responses, you will win three free career planning sessions in 2014.
Enjoy.
Stuart
Articles and commentary that might be of interest…
- Volkswagen Airs the Funniest Ad of the Year to Date
- Top 10 Funniest Ads 2013 YTD
- * Emotional Branding Tricks of Funniest Commercials: Using Exaggeration
- How Funny Advertising Lowers Our Guard
- Humor in Marketing: Why funny ads are more than a good joke
- Ha! Ads That Make You Laugh Don’t Really Make You Buy
- 40 Humorous Print Ads
- You Choose – The Funniest Viral Ad of The Year
- 10 of the funniest, perviest, dumbest, and strangest smartphone commercials
- The Secret Behind Oreo’s Social Media Marketing