{"id":252,"date":"2024-03-14T08:52:04","date_gmt":"2024-03-14T08:52:04","guid":{"rendered":"https:\/\/vbs.ves.ac.in\/blogs\/?p=252"},"modified":"2025-12-12T18:35:36","modified_gmt":"2025-12-12T18:35:36","slug":"the-impact-of-humour-in-advertising","status":"publish","type":"post","link":"https:\/\/vbs.ves.ac.in\/blogs\/the-impact-of-humour-in-advertising\/","title":{"rendered":"The Impact of Humour in Advertising"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"252\" class=\"elementor elementor-252\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-121748f e-flex e-con-boxed e-con e-parent\" data-id=\"121748f\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-681cdd44 sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"681cdd44\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p><b>\u201cHumour in advertising is like a gun in the hands of a child. You have to know how to use it. Otherwise, it can blow up on you.\u201d<\/b><span style=\"font-weight: 400;\"><br \/><\/span><i><span style=\"font-weight: 400;\">(Miller, 1992)<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">As the new era of digitalization continues to evolve and grow, modern businesses are stretching the traditional media to digital means of marketing. New technology has made it much easier to collect information on consumer actions, desires, and wishes, from a marketing point of view. Because of the rise of the internet and e-commerce, marketing tactics have changed. Marketing is a business activity that includes recognizing, anticipating, and fulfilling the needs of consumers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Advertising is a form of marketing in which a business pays to have its messaging or brand advertised in a specific location. Consumers\u2019 purchasing decisions are influenced by advertising, which has a psychological effect on them. Advertisement, if performed correctly and strategically, will improve consumer retention and sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Advertising is like a one-way channel of communication. There are various benefits of a successful advertising campaign. A company can achieve the following through advertising:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Persuade consumers that the products or services are better<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provide product or service information to customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Set or boost the brand\u2019s perception<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Draw new customers while maintaining the ones you already have<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create product or service requirements or desires for customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make new products or services recognized<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">While the facts mentioned above are well known, using humour in ads is a new trend in the advertising world. According to Fugate D., <\/span><i><span style=\"font-weight: 400;\">\u201cAdvertising humour refers primarily to the ability of audiences to respond positively when one or others are portrayed in a playful manner.\u201d<\/span><\/i><span style=\"font-weight: 400;\"> Although humour is by no means a guarantee of better advertising, its effect can be enhanced if the intention is carefully considered. Advertisers have experimented with targeting humour in dozens of experiments over the last few years. Humour is a complex concept that is influenced by a variety of factors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, the query of humour\u2019s utility in advertisement remains unanswered. We may put together records of humour research in the context of appropriate constraints to gain new insights into its resources.<\/span><\/p>\n<p><b>Three factors affect the effectiveness of humour as a marketing tool:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Humour causes consumers to:<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Watch<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Laugh<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Remember<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">(A reference from famous American sitcom FRIENDS)<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Humour is a common concept that is easy to understand and appreciate, and it often triggers people to laugh. Simply put, it\u2019s the consistency of being funny or comic. There is no widely agreed classification of humour types, but sorting humour into philosophical, theoretical, or realistic categories is considered to be significant.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The categories are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sarcasm<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Puns<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Personifications<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Comparison<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Exaggeration<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Silliness<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Black humour<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In magazines, sarcasm is the most popular type of humour, while on television, silliness comes out on top. Humour has the power to relax an audience, break the ice, and create a bond between the communicator and the audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to surveys:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">94% of advertising professionals think humour is an excellent way to get the audience\u2019s attention<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">55% of advertising research executives agree that humour is more effective than non-humour in drawing consumers\u2019 attention<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Around 30% of all commercials contain some sort of humour<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Nowadays, the creative ability of using humour in ads has no limits. Consumers should be made to laugh, but the commercial should also influence their actions and attitude toward the product or service. It needs to make them remember the product so that when they make a purchase, the product or the brand will come to their mind.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Humour can benefit in a lot of scenarios. It has the potential to make or break your brand image. We are bombarded with ads on a daily basis. It would be fascinating to learn why we respond to certain ads and ignore others. Humour is a perfect way to attract and hold people\u2019s attention. Consumers enjoy advertisements that make them laugh. Funny things have an intrusive nature and can draw attention.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to Abraham Maslow, people tend to develop a more comedic view of life as they mature. Laughter helps people to detach from reality. However, comedy is culturally specific: what is humorous in one country cannot be amusing or understood in another. It is not acceptable to make jokes about everything in advertising, particularly sensitive items, because the commercial can offend someone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, influencing the human mind is never easy. One of the quotes from advertising genius David Ogilvy is:<\/span><\/p>\n<p><b>\u201cThe consumer is not a moron; she is your wife. Don\u2019t insult her intelligence.\u201d<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Even though there are a lot of techniques about using humorous appeal, advertisers must spend the time and effort necessary to understand their target audience \u2014 much like one has to understand his wife.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At <\/span><a href=\"https:\/\/vbs.ves.ac.in\/\"><span style=\"font-weight: 400;\">Vivekanand Business School<\/span><\/a><span style=\"font-weight: 400;\"> (VBS Mumbai), creativity in advertising is not just taught \u2014 it&#8217;s nurtured through immersive learning experiences. As part of the <\/span><a href=\"https:\/\/vbs.ves.ac.in\/academics\/pgdm-courses\/pgdm-in-marketing\"><span style=\"font-weight: 400;\">Vivekanand PGDM Marketing<\/span><\/a><span style=\"font-weight: 400;\"> specialization, students delve deep into consumer psychology, brand positioning, integrated marketing communication, and the strategic use of humor in advertising campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Through live projects, case-based pedagogy, and simulation exercises, VBS equips future marketers with both theoretical and practical expertise. Students explore how elements like satire, storytelling, and humour can be powerful emotional triggers in brand communication. This aligns with the philosophy of advertising legends like David Ogilvy \u2014 understanding the audience before trying to persuade them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The<\/span><a href=\"https:\/\/vbs.ves.ac.in\/academics\/pgdm-courses-in-mumbai\"><span style=\"font-weight: 400;\"> PGDM program at VBS<\/span><\/a><span style=\"font-weight: 400;\"> also includes exposure to digital advertising tools, AI-driven analytics, and consumer insight mining, ensuring graduates are ready to design smart, witty campaigns that stand out in today\u2019s crowded media landscape.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As one of the <\/span><a href=\"https:\/\/vbs.ves.ac.in\/\"><span style=\"font-weight: 400;\">best PGDM colleges in Mumbai<\/span><\/a><span style=\"font-weight: 400;\">, VBS encourages its students to challenge traditional advertising models while experimenting with creative techniques. Workshops with industry experts and faculty-led modules help students explore humour not as a gimmick, but as a storytelling tool that can shape brand identity and influence perception.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether you&#8217;re pursuing <\/span><a href=\"https:\/\/vbs.ves.ac.in\/academics\/pgdm-courses\/pgdm-in-business-analytics\"><span style=\"font-weight: 400;\">PGDM in Business Analytics<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/vbs.ves.ac.in\/academics\/pgdm-courses\/pgdm-in-marketing\"><span style=\"font-weight: 400;\">PGDM in Marketing<\/span><\/a><span style=\"font-weight: 400;\">, or any of the other specializations, VBS ensures students understand not just <\/span><i><span style=\"font-weight: 400;\">what<\/span><\/i><span style=\"font-weight: 400;\"> works in advertising \u2014 but <\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\"> it works.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vaishnavi Wagh<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">PGDM-Batch: 2020-2022<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Vivekanand Business School<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u201cHumour in advertising is like a gun in the hands of a child. You have to know how to use it. Otherwise, it can blow up on you.\u201d(Miller, 1992) As the new era of digitalization continues to evolve and grow, modern businesses&hellip;<\/p>\n","protected":false},"author":2,"featured_media":253,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-insights"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Impact of Humour in Advertising \u2013 VBS<\/title>\n<meta name=\"description\" content=\"Humour in advertising can make or break a brand. 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