Do ads that are funny sell? 

Kevin Lewis is an Ideas columnist.  In a recent Boston Globe column (UNCOMMON KNOWLEDGE), Lewis wrote, “A recent study suggests that humor may indeed have a subliminal effect.  In several experiments, researchers found that humor-advertised products were imbued with more positive subliminal associations, and more importantly, the positive association influenced people’s subsequent product choice.” 

Do you find this surprising?  Does humor work for some products but not insurance?  The answer to the latter question lies in the longevity and effectiveness of Aflac’s duck, GEICO’s gecko, and the Met's Snoopy. These companies have super- high brand recognition.  Of course, they are backed by massive budgets and the ingenuity of first-class advertising agencies. 

An opportunity for your agency 

Have you ever used humor in your ads and direct mail pieces?  Would this present an opportunity to differentiate your agency from the “me-too” competitors whose advertising looks all the same, sounds all the same, and IS all the same-ol, same-ol?  

Proceed with caution 

The use of humor in communications, be it a speech or an advertising campaign, is fraught with hurdles.  One person’s humor can be another’s idea of cornpone or outrageous. Send for our samples of effective use of humor Over the years, we have produced many advertising and postcard direct mail campaigns that use humor and deliver effective product and service selling messages.  

If you would like samples, send us an e-mail.