Impact Of Humor In Advertising

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Introduction

Humor is used in advertisements for grabbing attention of the audience. Humor introduces the fun element in the advertisement. It helps in creating a source for laughter. Laughter is an ultimate sensational perception among the people which helps them to feel good about a product. This is the reason why laughter created because of humor in advertisements, increases the scope of sales of a product. The element of humor acts as the external stimulus required for creating laughter. The ultimate purpose of using humor is not only creating laughter (Toncar, 2001). On the contrary it tries to create a greater sensation so that there is a very subtle impact on the subconscious mind of the audiences. In the later part, when people go for shopping the subconscious activity and the mind probes them to purchase them the concerned product. This is how by the virtue of advertising; large numbers of small brands are able to compete with the bigger brands in the market. Nowadays getting access to this kind of humorous advertisements is becoming easier. Almost all people have a smartphone or tablet in their hand. These devices enable them to watch advertisements at any time of the day. This research work will focus on the importance of humor in advertisements. It will try to create a detailed understanding regarding the reason why the humor element will be substantial in creating brand loyalty. The debate of whether humors can increase the sales or not will be concluded in this research study as well.

Increasing popularity of humorous advertisements is helping in grabbing attention of customers. This is the reason why the marketing agents of the majority of the organisations are trying to incorporate the humorous element with a message. This is a very tactile phenomenon. Overpowering messages or extravagant humorous elements in the advertisement can ruin the importance it could have created in the market. As said by assignment writer The nimble element of humor is susceptible in creating a good impression on the mind of the audience (Weinberger et al., 2015). This is how the advertisement projects that the audience will be attracted towards the product and the brand even if not by virtue of the product quality itself. Therefore, it is undoubted that the humor element can definitely increase the sales of a product in the market. On the contrary, a large section of researchers has argued that the humor element is only adequate in terms of creating the appeal in the market in favor of a particular brand. They have a perception that it is not possible for the humorous advertisement to increase the sales directly. Therefore, researchers are not accepting the direct link between humour in advertisements and increase in sales.

There are a large number of organisations which are taking an attempt at developing humorous television advertisements. The objective with which the advertisements are launched, become successful on some occasions only. At an initial stage the common objective for this kind of advertisement is to cater to a large audience section. The example of the super bowl can be provided in this case (Strick et al., 2013).  The organisation selected the season finale for their advertisement. However, it can be apparently argued that not all advertisements with humor become successful. On the contrary the individual advertisements with a humorous element, which becomes successful, also becomes a critical part of the culture. Among the various critical examples, we can speak about Mayhem characters from the All-state advertisements. The fact that Mayhem hilariously reappears in various attire, sends a very good social message however with the element of fun and laughter. This is the reason why it is nothing shocking that the advertisement could create a strong brand loyalty in favor of Allstate (Eisend, 2018).

Humor Makes Advertisements Successful

The intention of introducing humor in advertising campaigns is to enable the organisations to tinker with the emotional state of the mind. In case if organisations are able to achieve this objective then people will be strongly associated with the brand. In case of market oligopoly when there is no specific brand preference, a very well connected and emotionally enhanced advertisement can create a strong appeal which can divert popular favor of customers with the brand. In order to achieve this objective, it is important to win the favor of customers. Researchers at university assignment help have argued that allowing with a positive impression customer to be able to psychologically associate them with the brand offering. This is the reason why researchers also state that with the help of humor it is important to state why customers will need the product, in an advertisement (Weinberger and Gulas, 2019). Reaction of customers towards the humorous element advertisement decides whether the product launch will be successful in the market or not. In this regard it is important to state that not all advertisements are successful. In some cases, the most hilarious segment of the advertisement is not able to create any sensation among the audience. In contrast it is perceived that on many occasions a Simple and playing section of the advertisement is also able to create a humorous sensation in the mind of the audience. Therefore, it can be concluded that the success scope of advertisements with humor element depend on the way in which it is trying to tinker with human psychology. It is important to note that understanding and sensitivity of psychology among people is different (Chan, 2011). This is the reason why advertisements which have been created by a certain marketing group with a high level of sensational element might not be successful as expected. In the initial part of the advertisement the element of humor helps in increasing sales. However, this effect is only for a few days. On a sustainable level, the humorous element is only able to create a strong brand loyalty. It can be summarized to that in the initial stage it helps in creating a strong brand impression leading to good return on investment. Again, in the later stage, it leads to the creation of strong and sustainable brand loyalty.

The marketing journals which focused on the importance of humor in advertising, suggested that humor helps in increasing the three proponents: recalling, re-evaluation and repurchasing, when the humorous element in the messages coincide with the advertising objectives in the campaign. A group of researchers has articulated that it is important to bring about a harmony with the product type or product category with the kind of humor that is imbibed in the advertisement. Marketing assignment help professional said, It helps in establishing a certain level of connectivity in the mind of the audience regarding the importance of the product in their lives. The focus is on the product positioning in the market. People should understand the necessity of the product in their regular lives (Gregory et al., 2019). An example can be provided. Marketing journals also established the fact that humorous elements in advertisements help in eradicating the psychological resistance of people towards a product. Psychological resistance comes from price competitiveness and product quality. On the majority of occasions people hesitate to purchase a product if it is costlier than its rival counterpart in the market. However, people need to get over this psychological impediment if they are to be assimilated as a part of the target consumer section of an organisation. In this case humorous advertisements should lead to creating a psychological influx, which will help the customer to understand the necessity of the product in their day-to-day life (Oikarine and Söderlund, 2016). The advertisement should be able to create a long-lasting impact so that even after the advertisement is finished the customer will keep on thinking about the product. On a theoretical level, this kind of impression is called impulse buying behavior. In this case the customer becomes so interested in a product after coming in contact with any of its marketing campaigns that he actually ends up buying the product.

Researchers suggest that humorous elements can boost sales of even the simplest of products in the category niche. With the help of a strong hilarious and humorous element in the advertisement, the marketers are able to revive the demand for a product which might be experiencing very less market demand currently. Examples of the brands selling organic products can be highlighted. They have a strong rival in the form of cosmetic counterparts in all their respective product categories. On the contract the prices for the natural organic products will be high. In this case the target population for such products will be as small as there is a strong brand affinity in favor of the cosmetic products. In this situation it is important to create strong campaigning by means of marketing activities like advertising. Humorous advertisements portraying the condition of the skin or other parts of the body by applying cosmetic products after a certain period of time can be documented in search advertisements. It is true that cosmetic products have a harmful effect on our body (Horňák, 2017). People are aware of this fact however they do not acknowledge it on a practical basis. However, when the advertisement will directly portray the same thing it will ring in their mind and people might be looking for alternatives to cosmetic products. This is how they will remember the name of the organic product when they go shopping. Most advertisements nowadays create a significant and catchy story. Seldom we find that the name of the product or the brand is flashing all over the screen during the advertisement. In the last two or three odd seconds when the advertisement ends, we see a neat screen in solid colors simply portraying the brand logo or name. This is a marketing trend where the impression is created on the mind of the customer (Groza and Cuesta, 2011). During purchasing this impression rings the bell. Now when the customer is ready to purchase a product, he will think about the specific brand which endorsed the advertisement. The process of putting the brand name in the end of the advertisement helps to a great extent in determining the brand by the customer. On a sustainable basis, the customer only remembers the funniest fact of the advertisement. When the advertisement is forgotten, it is this fun element which will help him to remember the brand which endorsed it over television. Get to know more from instant assignment help experts of OmanEssay.

Humor In Social Media Advertisements

Humorous elements in social media advertisements have a major significance. There is a high level of distraction over social media. People seldom have the scope of concentrating their mind-set over a single advertisement and on most occasions, they have a tendency of skipping the advertisement. This is the reason why humorous advertisement over social media is required on a more pertinent basis. Social media also helps the advertisements to reach the target segment easily. Traditional television advertisements undoubtedly cater to a large segment of the audience. In contrast, humorous content is quickly shared by people over social media with friends and family members. This is how it easily reaches millions of people in a very short time span.

The above section clearly articulates why the majority of researchers are in great favor of including humorous elements in advertising. However, in spite of the functional significance of advertisements containing fun and humor, researchers always suggest that humor should be incorporated in any advertisement with caution. There are many specimens of advertisements where improper humor element has accounted for loss of branded popularity. In this case a popular scenario of television advertisement in the UK can be highlighted (Hansen et al., 2009).  It is the incident of the man vomiting wet dogs. Advertisement belongs to a company developing fresh mint products for avoiding foul breath. In this case, the message was that the product should be used for avoiding dog breath. The advertisement was created with great humor and fun intended. On the contrary, the advertisement was not able to create a long-lasting positive impression in the minds of people. Assignment help experts explained Larger percentage of people did not like the advertisement and posted negative comments about it. The television commission received a large number of complaints and eventually gave the orders to bring it down from television. This is the reason why marketers should keep in mind that advertisement developed from individual mental settings might or might not create a positive impact on the mind-set of the massive population. The above stated example of advertisement was perceived to be fringy and non-sober.

Use Of Humor In Advertising

Large number of companies incorporated humor elements in their advertisement. The example of Geico can be cited in this relation. The advertisement portrays cavemen. Their Neanderthal nature made them protest against the brand which was endorsing advertisements for using them with a commercial. This was a neutral element unlike the previous advertisement which cliché demonstration of behavioral aspects of the target audience. The use of cavemen became popular (Kenny and Euchler, 2012).

We can also speak about the famous advertisement from the Allstate insurance company. This insurance company received an award for the best campaigning with marketing objectives. The company also received the award for developing the most intelligent marketing campaign. The advertisement used popular influencers to portray them as Mayhem. Mayhem, as a name, is used in an allegorical sense. Different personifications of mayhem in multiple perspectives are used in this advertisement. On some occasions he is found to be slipping down from the stairs of the house. The version of this advertisement series in winter settings won great accord from the critics.

In recent times there has been a large number of hilarious advertisement campaigns which experienced significant success. Researchers are always arguing that the marketing budget or the greatness of the brand name have nothing to do with the advertisement and its success. Innovation, creativity and wit are the most potential elements which help in ensuring the success of an advertisement. In case if organisations are working on advertisement campaigns with a low budget, they do not need to publish their advertisement video over television. Essay writing help explained Small organisations can cut the budget and launch the advertisement video over social media platforms like YouTube or Twitter or Facebook. Moreover, it can be highlighted that in case of small brands the return on investment from campaigns is very significant. Bigger brands simply make advertisement campaigns in order to generate brand connectivity. In contrast small brands always have a perspective of acquiring greater profit on the basis of popularity gained from advertisements (Makienko, 2014). This is the reason why social media postings of the advertisements is a great option for them. It comes free of cost. On top of that simple like and share of the content helps the same to reach millions of people. This is how small brands can have positive experience in terms of sales output by making good humorous content in the form of advertisements. Consumers who come across their advertisement might not be attracted by the product of the brand name. However, they would find the content enticing and hilarious. On account of that they will share the content with their friends and family members. This is how a chain of exposure will be created and the advertisement will ultimately be noticed by a member of the target customer segment. This is how this kind of campaigning can lead to increasing sales.

Emotional connectivity of humorous advertisements has a critical effect on the psychological level of people. How many companies do not have the budget to portray potential celebrities as we find in the Mayhem advertisement? It is a false perception that popularity can only be achieved by portraying celebrities. Acting students and acting school graduates can also be used to act in such advertisements. People doing course over comedic acting can be hired. This is how the budget impediment can be eradicated in case of developing humorous advertisements by small brands. It has already been established that the social media release of advertisements has a great impact in terms of easy and quick return on investment (Dore, 2020).  Many organisations use social media for promotion of their advertisements so that the humorous elements in such content are able to create a long-lasting impression. In order to create this impression in the mind of people the majority of the brands do not encompass their advertisement only around their product. They use elements like specimens from their community stakeholder and global stakeholders. For example, the brands selling non-tobacco pellets, do not emphasize on the products directly. One of the brands selling this kind of product emphasizes on the fact that the children in families with smoking parents have a much lesser heart life. In this case the humorous representation of such children who have become aged at a young age, constitutes the fun element. They look hilarious with a feeble memory which is why they cannot pass examinations. There is an imbibed message however with a hilarious rendition. To know more, take essay help from OmanEssay team

Conclusion

In conclusion it can be articulated that humorous advertisements have two kinds of impact. On an immediate basis it influences purchasing behavior. However, on a sustainable basis it helps in creating strong brand affinity. On the basis of the above discussion, it can be highlighted that it is also important to use the humorous element in advertisements carefully so as to avoid the creation of wrong impressions on the minds of people. Recently, the majority of brands are trying to create a good impression by creating humorous advertisements. Both big and small brands have capability of creating good humorous advertisements. Humorous elements have a psychological impact which gives the organisations greater market lifespan.

References 

Chan, F.Y., 2011. Selling through entertaining: The effect of humour in television advertising in Hong Kong. Journal of Marketing Communications, 17(5), pp.319-336.

Dore, M., 2020. Intertextuality and failed taboo humour in advertising. The European Journal of Humour Research, 8(3), pp.99-114.

Eisend, M., 2018. Explaining the use and effects of humour in advertising: an evolutionary perspective. International Journal of Advertising, 37(4), pp.526-547.

Gregory, G.D., Crawford, H.J., Lu, L. and Ngo, L., 2019. Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China. International Journal of Advertising, 38(7), pp.957-978.

Groza, N. and Cuesta, J.F., 2011. Sexist humour in advertising: just a joke or marketing strategy?. International Journal of Arts and Technology, 4(1), pp.61-73.

Hansen, J., Strick, M., Van Baaren, R.B., Hooghuis, M. And Wigboldus, D.H., 2009. Exploring memory for product names advertised with humour. Journal of Consumer Behaviour: An International Research Review, 8(2‐3), pp.135-148.

Horňák, P., 2017. Humour—the strongest emotional appeal in advertising. In Strategic Innovative Marketing (pp. 259-264). Springer, Cham.

Kenny, K. and Euchler, G., 2012. ‘Some good clean fun’: humour, control and subversion in an advertising agency. Gender, Work & Organization, 19(3), pp.306-323.

Makienko, I., 2014. Perception of humour banner advertising: a conceptual framework. International Journal of Internet Marketing and Advertising, 8(3), pp.181-198.

Oikarinen, E.L. and Söderlund, M., 2016. The effects of humour in online recruitment advertising. Australasian Marketing Journal (AMJ), 24(3), pp.180-186.

Strick, M., Holland, R.W., van Baaren, R.B., Knippenberg, A.V. and Dijksterhuis, A., 2013. Humour in advertising: An associative processing model. European Review of Social Psychology, 24(1), pp.32-69.

Toncar, M.F., 2001. The use of humour in television advertising: revisiting the US-UK comparison. International Journal of Advertising, 20(4), pp.521-539.

Weinberger, M.G. and Gulas, C.S., 2019. You must be joking: an introduction to the special issue on the use of humour in advertising.

Weinberger, M.G., Gulas, C.S. and Weinberger, M.F., 2015. Looking in through outdoor: a socio-cultural and historical perspective on the evolution of advertising humour. International Journal of Advertising, 34(3), pp.447-472.

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