Humor in Advertising

Everyone loves to laugh at the Budweiser frogs and the Geico gecko, but these well known spokespeople ( Spokes-animals?) bring to light an important issue that every well versed advertiser should be aware of-the impact of humor in advertising.

There isn't a person on earth who doesn't love to be entertained. Yes, even your hard-nosed boss had a sense of humor. Royals who could order the execution of a member of their court with a wave of their hand (and nary a tear of remorse to be found) kept court jesters whose sole purpose was to keep them and their court in stitches. Humor is fun. Humor is enjoyable. Most importantly, humor is memorable.

Regardless of who (or what) your consumer market happens to be, humor in advertising can go a long way toward promoting your brand and increasing your potential consumer group. The important question as an advertiser isn't whether your ads should include humor, but what type of humor it should contain. There are many organizations (Nickelodeon, for example) whose graphic and slightly off-color advertisements appeal to their viewers but would raise a great deal of controversy in many other industries.

So it's important to ensure that your particular brand of humor reflects the image you're seeking to promote with your brand. Humorous campaigns are an excellent time to begin working with a test audience to evaluate the image and idea promoted by your ads, to avoid stepping on any toes. Avoid racial slurs and stereotypes at all costs, and take the time to look into the cultural beliefs of your target group (as mentioned in the post on marketing to minorities).

Humor is a great way to make sure your business is remembered, but you don't want it to be the straw that sends your ship plunging to the bottom of the ocean. Make sure you choose your humor with the same care you choose your image and you'll have the start of a very successful advertising campaign.