Humour in advertising by Millward Brown

Should I use humour in advertising? Learnings Millward Brown Juillet 2010

Role of humour in advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],There are many different kinds of humour

Can humour travel? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

As one would expect, humour aids enjoyment ,[object Object],I'll enjoy watching it a lot 1 I'll quite enjoy watching it 2 I won't mind watching it 3 I won't enjoy watching it much 4 I won't enjoy watching it at all 5 With Without Humour Humour Mean enjoyment 3.47 3.16

It also helps make ads more involving ,[object Object],[object Object],With Without Humour Humour Active Positive 60% 42% Pleasant 1 Interesting 2 Boring 3 Irritating 4 Soothing 1 Distinctive 2 Ordinary 3 Unpleasant 4 Gentle 1 Involving 2 Weak 3 Disturbing 4 Passive Positive Active Positive Passive Negative Active Negative

[object Object],Branding also benefits With Without Humour Humour Branding mean 3.96 3.77 You couldn’t fail to remember the advert was for.... 1 The advert is quite good at making you remember it is for…. 2 The advert is not all that good at making you remember it is for…. 3 It could have been an advert for any brand of…. 4 It could have been an advert for almost anything 5

Watching the ad makes me feel… POSITIVE No intended humour Funny/ Light hearted Affectionate Attracted Confident Contented Excited Inspired Proud Surprised Base: USA Online ads % 26 43 45 49 32 44 26 30 (1038) % 24 40 37 43 32 35 24 36 (885)

Watching the ad makes me feel… NEGATIVE No intended humour Funny/ Light hearted Disappointed Guilty Hatred Inadequate Repelled Sad Unimpressed Base: USA Online ads % 9 3 3 6 6 5 23 (1038) % 13 3 4 6 10 4 28 (885)

Laurent Dumouchel Directeur du Développement 01 55 56 40 16 [email_address] Guillaume Barat Directeur Adjoint du Développement 01 55 56 40 75 [email_address]

Humour in advertising by Millward Brown

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