The Art­ful Side of Hu­mor­ous Ad­ver­tis­ing

ArabAd - - COVER STORY -

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!

Mark Tun­gate

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.