Changing a persons opinion of a product can be a hard task. When someone’s mind is made up, it’s a difficult task to change their perception of that product. In other words, their attitude is everything. If they don’t like what they see or hear, they don’t buy simple as that. But how do you influence change in someone’s attitude? Its hard, but can be done. An interesting technique is the use of humour in advertising. Were all familiar with using jokes and puns in ads, but do they really work or does the product become a joke in its self?
It is estimated that some element of humour can be found in up to 20 percent of all commercial spots (Duncan, Nelson and Frontczak, 2017). this can be associated with the rise in social media and the increase communication channels coming from new technology. But Why Humour? People give more attention to something they think will be funny. Having a higher attraction to customers, gives reasoning behind this growth of the technique. In many ways humour attracts consumers but isn’t the selling point, but is where the customer relationship starts.
I’m sure everyone is familiar with the phrase “Should’ve Gone to Specsavers”. A series of adverts by Specsavers, captioning audiences attention everywhere with clever puns, and funny situations. The following advert is from Australian campaign series. The ad sees a game of volleyball being played on the beach. One rather muscleur Man, pounds a passing seagull over the net thinking it was the ball. This is then followed up with an awkward moment as the man realises no one is cheering for him. Although the ad doesn’t state what’s actually being sold or what deals are being promoted, it uses a much simpler notion
The target market audience of 17-45 years is a fairly large market and often critical segment to hold for a business. Although not everyone will find this ad funny, the simple humour used and low involvement of the ad makes it extremely likeable through different generations. Just having the one slogan at the end of the clip, “Shouldve gone to Specsavers” indulges in the idea that Specsavers are the number 1 option for getting glasses. The campaign might not get you to run into to Specavers and buy a pair of glasses but it does start to build brand recognition. As Mark levit, a professor of marketing at New York University, stated “Consumers may be familiar with and have good feelings towards the product, but their purchasing decisions will probably not be affected”. This essentially gives the brand a solid platform to build on its consumer base and grow relationships with customers.
Building a positive relationship with consumers is the main aspect of humour in marketing. Shown in almost every beer ad every made, is a humours fun time, that’s often a bit ridiculous but gains the attention of their target market. Often Males aged 18- 50. these ads show a more bizarre form of humour. As seen below, in the Caltron Draught Flashdance advert.
The ad doesn’t really make a lot of sense but captures the audience’s attention as well as their imagination for a good time. But you wouldn’t change your opinion on Calton Draught necessarily just because of the ad, but it might be enough to get you to keep an open mind about trying a beer that’s associated with a fun time.
Humour provides a source for people to entertain each other. Having adverts that reflect a funny situation, and use humour give people a positive relationship with that brand. Having made a positive connection, the audience is more likely to keep an open mind and may have the ability to change their attitude if the positive exposures continue to happen.
Anon, (2017). [online] Available at: http://www.uky.edu/~ngrant/CJT780/readings/Day%209/WeinbergerGulas1992.pdf [Accessed 8 May 2017].
Duncan, C., Nelson, J. and Frontczak, N. (2017). The Effect of Humor on Advertising Comprehension. [online] Acrwebsite.org. Available at: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6290 [Accessed 8 May 2017].
Experience.com. (2017). Humor In Advertising – Experience.com. [online] Available at: https://www.experience.com/alumnus/article?channel_id=advertising_marketing_pr&source_page=editors_picks&article_id=article_1128619972620 [Accessed 8 May 2017].