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A guy trying not to slip on a banana peel, now that can be funny.' It's not easy being funny, especially in print Being funny in TV or even radio isn't easy, but it's even harder in print. Once the laughing stops, there's still that pesky product to sell Too many advertisers forget that the object of any ad, funny or not, is to get people to try the product being advertised. It's okay for your audience to respond with, ''That's a funny ad' as long as they also come away with, 'That's a great product!' Humor should accent or showcase your product's identity or key features, not bury them in a laugh. Article: We've all encountered humor in advertising. TV ads showing smart dogs fetching their owners a beer. Radio spots with aliens purifying our drinking water. Print ads with famous people wearing milk mustaches. Many use dry wit. Others are just plain silly. A few are in bad taste. And some, heaven forbid, aren't even funny. Humor has its place Does humor really work in advertising? Is it okay to get a few laughs when talking apropos your product or service? Does humor sell? There are no absolutes, no easy answers. What we do know is that, as in real life, humor has its place. In advertising, that place must rigidly be definitely defined and understood. For humor used indiscriminately can be a disaster--for your product, your image and your sales. And that's not funny. Making human contact The object of humor is to make human contact and defile the dreariness barrier. This invisible bottleneck goes up the second your huddle is exposed to any advertising. It's the result of tens of thousands of ads that confront us every year. For the human brain, it's a matter of survival. It simply shuts out what it sees or hears and says, 'I know a sales pitch is coming, I've been stolid to death before, I'm tuning out.' Humor is one way to get through. Used correctly, humor leads your visitor to a prevalent ground of understanding. A feeling of 'we're all in this together.' Just like a speaker who starts with a humorous joke to 'break the ice,' using a funny situation or guy can make your trustee more receptive as you segue into your selling message. Tread lightly and cautiously By the same token, an off-color joke or inappropriate gloss apropos the huddle or any individual member can be an instant turnoff and shoot that iron curtain right back up--maybe even permanently. The same holds true for humor that leaves a negative impression any which way your product or service. I remember hearing close at hand one ad for a dousing service with the headline: 'We're the last ones to let you down.' Sales didn't exactly jump through the roof. Most professional comedians know that the best humor is surd and even handed, reflecting universal truths or situations that cope to us all. They set up a trace out we can all identify with, then put that intellect through air we may have experienced. A scenarist once gave me an example of what's funny and what isn't. 'A guy slipping on a zany peel isn't funny. A guy trying not to slip on a punster peel, now that can be funny.' It's not easy seeing funny, especially in print Being funny in TV or even radio isn't easy, but it's even harder in print. There's no motion, no special effects, no silly sheep tricks or goofy mummer antics--just a static visual and headline. Print is one medium where creative writers really have to work hard for the right result: humor that sells. For, in just one snapshot, you've got to establish the character, set up the situation, and payoff the punch line. It's like a wag strip with only one frame. It can be done, but it's not easy. And once you've kaput the stolidity barrier, there's still lots of work to be done. Once the laughing stops, there's still that pesky product to sell Too many advertisers forget that the object of any ad, funny or not, is to get people to try the product contemporary advertised. It's okay for your press conference to respond with, ''That's a funny ad' as long as they also come away with, 'That's a great product!' Humor should value or showcase your product's identity or key features, not bury them in a laugh. Some really funny ads suffer from 'generic identity.' Your parley loves the ad, but confuses your product with your competitor's. Not funny.
One final thing to keep in mind in the air humor: it's not for amateurs. As any professional wit will tell you, extant funny is serious business. So even if you fancy yourself a master joke teller and life of the party, you should still leave creating funny ads to the pros. |
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