Hahaha or What’s The Deal With Humor?

What is it about humor that makes us enjoy it so much? How come we don’t enjoy the same type of humor? And if we appreciate different types of humor, how can you know as an advertiser which one to use? Or is it appropriate to use humor at all? There are so many questions advertisers have to answer to know what would be efficient. But luckily, as many questions as there are out there, there are also many studies made on the topic of humor in advertising that can help us clarify a few things. 

What is humor?

Let’s start with an exercise. Try to define humor. After you’ve tried, search for the definition of it in the dictionary. You will realize not only that all definitions say the same thing, but also that humor becomes a pretty abstract notion. Because humor defined as funny and funny defined as humorous is just a tautology meant to infuse our heads with confusion. 

Humor is indeed a very complex notion. It differs from person to person and what is funny to me might not be funny to you. Also, what is funny once might not be funny twice. It also depends on context, culture, gender, and numerous other factors. Humor has the same power to bring joy and happiness as it has to insult, disparage and denigrate. 

That’s why, to use it right, it’s important at least to know which are the main types of humor. There are numerous theories of humor, but this one is the most used and well-known and it is based on how humor is created.

• Incongruity is a type of humor based on surprise. We laugh at anything that is different from what we expect. It is the most popular type and its styles include wit or wordplay. 

• Arousal-safety is a type of humor based on tension-relief. We laugh when we release emotions and when this happens it returns us to a comfortable, steady state where we feel safe. It is the second most popular type and its styles include sentimental humor or romantic comedy. 

• Disparagement is a type of humor based on superiority. We laugh when we feel superior to something or someone. It’s seen as a type of aggression because it can isolate certain persons or groups and can be seen as an exploitation of ugliness or weakness. It is the least popular type and its styles include satire or parody. 

Why is humor effective in advertising?

Humor is effective mainly because it creates surprise. And everybody remembers surprises. Thus it increases memorability and even makes your messages more convincing. It also catches your attention and makes you more present. That's why you learn better when you make funny associations.  

So by now, you’re probably asking yourself, if humor is so great, how can you make it work in advertising? Especially if you’re dealing with serious topics like finances, disasters, or diseases. Ain’t nothing funny about that. 

Well, that ain’t exactly correct either. Studies have shown that contrary to the popular belief, humor works particularly better when it's matched with serious topics. Because it makes you feel less afraid and more attentive to the message. Humor is effective when negative consequences on serious topics (financial, insurance, or health) are presented. 

"Unpleasant topics" like AIDS or testicular self-exams become more approachable and studies have shown that people show more interest in adopting preventive behaviors like using condoms or checking themselves.

Fun fact: for pharmaceutical advertising, it seems that matching a celebrity endorser with humor is the most favorable execution. 

So when humor doesn’t work?

Getting humor right can be complicated. Wanting to be funny doesn’t mean you also are. So how can you be sure that your audience will be perceptive to your exquisite sense of humor? 

Well, you will never be 100% sure. No matter how hard you will try, you might get it wrong at some point. Because humor is also surprising like that. Encouraging, I know, but it’s important, as the first piece of advice, to also embrace failure. 

Secondly, using humor in a way that benefits your brand needs a lot of attention. As a brand, it’s important to trigger positive reactions, so you need to be careful and mindful about what you choose to say. And respecting differences is essential. Making fun of cultural, religious, or gender differences has a high potential to offend.

Interesting fact: in the past, it was considered that only men enjoyed sexual humor. But apparently, women enjoy it also, according to recent studies. The only reason they didn't was cause most of the ads in the past were demeaning to women, treating them as sexual objects or placing them as the victim of the joke.

To sum it up, figuring out how to use humor on your target, being aware of the context, and without upsetting anyone, it might feel like a hard thing to do sometimes. But it’s not impossible. And if you succeed in being effective, then the world is yours and the chances are funny will make money for your brand. 

*Article based on the book Humor in Advertising - Classic Perspectives and new insights by Marc G. Weinberger, Charles S. Gulas, Charles R. Taylor, Marc G. Weinberger, Charles S. Gulas, Charles R. Taylor

By Adriana Luca