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Humor in advertising

by Adina Antonie and Cristiana Alecsandru

Adina Antonie

on 29 March 2010

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Transcript of Humor in advertising

Double click anywhere & add an idea Humor in Advertising by Adina Antonie and Cristiana Alecsandru 1 2 Humor --> excellent tool to catch the viewer’s attention Humor works by 3 Blocking zapping and zipping;
Holding attention;
Helping memory;
Multiplier effect

Humor works best when: Consumers already have a positive attitude toward the brand;
The product is light;
The product is not upscale;
The product pokes;
The joke and brand message are integrated.
Drawbacks may draw attention away from the product ;
may lose its punch ;
what is funny to one person may not be funny to someone else. 4 5 6 7 8
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