The Artful Side of Humorous Advertising
What role does humour play when it comes to communication?
The most effective forms of advertising are often based on basic human truths. In other words, emotions that we all feel and identify with. Humour is perhaps the most common of these. As an advertising competition we launched a ‘Humour’ category for the first time last year. Since our jury come from all over the world, I was worried that they might laugh at different things. Some ads containing rather sophisticated English dialogue did get a bit lost, but in general there was a consensus. The winner was actually a very funny case study film involving body fluids. Coarse humour sometimes works best!