MAKING PEOPLE LAUGH has always been a good way of getting them to like you. The same is equally true of companies—humor is often used in advertising, especially for “fun” items such as toys or beer.
For some products, humor is less often used but can still be very powerful. Jokes aimed at an educated, better-off audience can often be subtle—and in particular can generate some positive word of mouth as the jokes are passed on.
BMW manufactures upmarket cars for wealthier drivers. Normally, car advertising is serious—it usually emphasizes the emotional aspects of ownership (the style, ...
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