Just Think

Humour in Advertising

It’s a thing I guess with us Indians. We love a good joke. And why not, a good joke can even melt a hardened heart, isn’t it? So, to repeat myself, why ever not? Here is the why and the why not. This is, of course, with respect to advertising. Here goes...

Humour is a funny thing. Yes, odd as it may sound in that sentence! Sometimes you laugh at jokes that are at the expense of other less fortunate people, but for the most part, they are meant to be laughed along with other people. But then again, some are slapstick comedy, while others are intellectual and the third is the inane banter of an office joker; and the list continues.

So when we write a funny piece, which of the three plus types of consumers are we addressing? Is it wise to address one type and leave the rest in limbo? Would those left out of the loop take it in good humour, or would they hold it against you and never try the product again? For the sake of being just funny, is it worth your while to lose some of your potential customers? You need humour to lighten up a situation, yes. But, do you need it to sell a product? Does it, in fact, make the sale? Is it of entertainment value only or would the consumer like it so much so as to pick up the phone and make the call?

Just think...