Humor in Ads

promotion

brands
Increases brand recognition
Helps to stand out and be memorable


Brandz.com. (2019).
Chang,

W. and Chang, I. (2014). The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry
Hesham, D. (2019).The impact of Humorous Advertising on Consumers Buying, Word of Mouthand Recall. 
Venkatesh and Senthilkumar (2015). Effectiveness of humor advertising on advertising success.

promotion
Humor influences how consumers view the brand
There are certain spheres

where the use of humor helps, and others –where doesn't

consumers create when see the commercial and how they treat a

brand
Being relatable 
Consumers can relate to the ad and the product, they don't dream to own it

brands (Top-50)
A list of their campaigns
A list of top humor

campaigns 
A list of top non-humor campaigns

the lists
Due to the difference in revenues between sectors, some

companies weren't on the list


We found that no luxury brands use humor in their ads

in ads are not on the list of top brands?
-

Cause the sectors differ too much financially
Why companies use humor?
- Helps to stand out and get noticed
- Helps to be relatable 
- Helps to bond with consumers

humor in their ads

Now, we have hypothesis

Humor in ads makes

the brand more relatable and unformal for consumers
Luxury brands need to have "distance" to stay luxury for consumers

perception
Two commercials:
one with humor for a mass segment
one without humor

for a luxury segment
To check humor for being relatable and unformal
The commercial "wars" between McDonalds and Burger King

assumption (so that no one knows what we checked)
Assume, that anyone

with the same conditions can run the same experiment and get similar results

based on the emotions, don't try to provide "hard" arguments
2) consumers

perceive goods from humor ads as relatable and unformal 
3) majority believes that humor "stretches" norms of what’s allowed

humor