Marketers tickle consumer funny bones to their advantage but when used, light-hearted humour tends to gain favour more often than overtly funny ads.Those making Aussie viewers actually ‘laugh out loud’ are not only distinctive they have strong viral potential. Our database shows that one-third of all ads in Australia contain some form of humour – unsurprising, given that it is a top creative enhancer of advertising messaging receptivity across generations.įunny moments and light-hearted humour lead to higher expressiveness scores (emotional engagement measured using neuroscience) resulting in a higher ranking on involvement and distinctiveness measures too – an essential for digital cut-through and viewability.Īussies do hang on to their sense of humour in almost half of TV and one-third of digital ads Globally, there’s a reduction in humour across TV and digital, but Aussie ads continue to use it to spice up the narrative. It touches a nerve and that provokes a reaction”.Īdvertising is now a powerful tool triggering social change through purpose, driving new behaviours and even making people evaluate age-old social practices – and it is humour that has been an essential ingredient in ads for decades. Brian Turner is creative development director – Kantar New ZealandĪs David Droga said, “Great advertising triggers an emotion in you. Irene Joshy is head of creative, Kantar Australia.
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