Tone in Advertising


Humorous ads play on the desire to laugh and have fun. They can comprise a play on words, a cute photo that gives a quick chuckle, a gag out of left field, intelligent “thinker” jokes, and irreverent humor best suited to highly targeted audiences.

Figure 8.12. This Playland poster uses humor to encourage (or dare!) thrill seekers to visit.

Humorous ads grab attention better than almost any type, and they get a lot of word-of-mouth recognition—when you see a hilarious ad, you're bound to tell someone about it. But often they can be misused. Humor can be applied to situations that many people wouldn't find funny, or ...

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