Humour in advertising
British advertising makes more use of humour than American and its advertising executives are confident humour works. but does research support that confidence?
Oliver Haas
The problem of humour in advertising is that it is not taken seriously. This is, at any rate, the impression conveyed by the lack of research carried out on the subject in the UK.
The incidence of humour in British commercials appears to be 'significantly higher' than in the US1. There is also great confidence among British advertising executives in the ability of humour to perform well in all...