A funny shot from the famous Dorito’s superbowl ad.
Humor is a powerful tool. In recent decades, the study of humor has impacted many fields, including psychology, therapy, health and medicine, television, education, sociology, professional careers, and business. By studying what makes us laugh, and why, we can make change for the better. For example, humor studies in health demonstrate that humor lowers cortisol levels, enhances self esteem and improves overall psychological health. Using humor at the workplace can build bonds, eliminate hostility, and improve charisma.
What effect does humor have in advertisements?
Advertisements play a big role in our lives, especially in the lives of city dwellers. It seems like every moment, we are confronted with multiple ads that compete for our attention. If you’ve ever been to Times Square, for example, you’ll know that overwhelming feeling of billboards and flashing neon signs in front of you. I know that I, personally, dread those terrible ads when I listen to my iPhone radio at the gym (no, Spotify, I don’t want to hear about Taco Bell while I’m on the treadmill, thanks). But some ads are so funny that you can’t help but to crack a smile, whether you’re watching TV or passing by a funny billboard. Life would be a lot more entertaining if all ads were funny, no? (think Doritos and Sears refrigerators) Marketing and creative directors don’t just make funny ads to make you feel all fuzzy — they want to get something out of it. Does humor help you remember ads? Does it make you go out and get the product? Does it give big companies an advantage over their not-so-funny competitors? These are all questions that are being researched as you read this.
The Prezi below, created by me, pulls up a few seriously funny ads followed by an analysis of why these ads are funny to us. The last few slides consist of a summary and the scientifically proven effects of humor on advertising. Here are really concise definitions of important terms mentioned in the Prezi:
There are three theories of humor:
1. Superiority theory – laughing at another’s expense; we laugh in response to our elevation arising from another’s inferiority, misfortune.
2. Incongruity theory – laughing at events or ideas that go against what is expected, often incorporating the element of surprise and situational contrasts.
3. Relief theory – laughing as a socially acceptable way to relieve tensions.
Knowing these three terms, you’ll be able to get a better understanding of why we laugh at certain stimuli. Have fun watching the video, and as always, I am open to comments and suggestions.
