Design, Humor and Advertising Essay Example

how advertising conveys information and appeals to human instincts.

Advertising is now everywhere in today's society, serving to promote products and educate the public. A crucial aspect of successful advertising is capturing the audience's attention and conveying a message. Gulas and Weinberger (2006:16) observe that advances in technology have led to humor becoming closely linked with the advertising industry. In fact, Wells et al (1971) argue that humor is a vital element in determining the effectiveness of any commercial institution.

The incorporation of humor in advertising has become a thriving entertainment sector. While some suggest that the purpose of using humor in ads is to entertain consumers, others contend that humor encompasses various stimuli that serve as peripheral communication signals and bring enjoyment to the audience (Gulas and Weinberger 2006, 85).

Stern (1996:37-59) suggests that humor in advertisement goes beyond providing laughter and amusement to consumers. It confuses the formal aspects of the stimulus advertisement with the response aspects of effects on consumers. This implies that humor serves a broader function and conveys a greater message. Humor is an unstable and potentially dangerous method of advertising, but good humor can win friends.

According to Weinberger and Spotts (1989:39-44), incorporating humor in advertising is more successful than using non-humor as it attracts attention and enhances mood. However, Gulas and Weinberger (2006:72) challenge this viewpoint by asserting that while humor can be very effective, it also comes with potential risks. It's important to acknowledge that there may be individuals in the audience who do not appreciate or comprehend the humor, resulting in negative interpretations. Ultimately, it is up to the audience to evaluate

and interpret the humor either positively or negatively.

The effectiveness of humor in advertising cannot be evaluated without considering the audience's perspective (Weinberger and Spott 2006, 56). While advertisers have control over every aspect of an advertisement, it is ultimately up to the audience to determine if it is funny. The success of using humor in advertising depends on factors such as the audience's characteristics, values, and mood at the time.

Humor is subjective and creating jokes that one finds funny may not be enough. Gulas and Weinberger suggest that using humor in advertising can be risky because people have different cultural backgrounds, preferences, interests, and education levels, which may make the humor inappropriate and lead to unintended consequences (2006:119,194). In general, employing effective humor in communication not only captivates the audience but also helps them remember the product or advertisement.

Nevertheless, there are drawbacks associated with using humor in advertising as well. The subjective nature of advertising humor makes it risky, as it must cater to the specific audience. Cultural differences and personal preferences can result in humor that annoys or offends certain individuals. This is particularly true for religiously devout audiences who may find sexual scenes offensive, causing them to be deterred rather than attracted, as shown in Figure 1 below.

The positive and negative effects of using humor in advertising are examined in this discussion. Humor can distract the audience from the intended message and cause confusion, but it can also increase brand recognition and inspire consumers. To assess the advantages and disadvantages of incorporating humor in advertisements, as well as its impact on attracting customers or motivating the general

public (Percy 1997), three examples will be analyzed – a BMW poster, a Sony poster, and an Anti-smoking poster.

The advertisement above showcases a red luxury performance car, which according to Gulas and Weinberger (2006:79), symbolizes flamboyance and expressiveness. Upon closer inspection of the image, it is evident that there is a couple on a bed, with the female deriving pleasure from sexual activity. Abruptly, this scene transitions into a page displaying an advertisement for a BMW car, prominently featuring the phrase "The Ultimate attraction" at its center.

The advertisement humorously portrays the BMW car as an object of desire for women, implying that it can bring more pleasure than being with an attractive man. This contrast is highlighted through visuals and text, suggesting that women may find more enjoyment in the advertisement than in a sexual encounter. However, it's important to acknowledge that this perspective may be offensive and disrespectful to certain males as it does not encompass all genders.

The BMW advertisement primarily uses humor related to sex, rather than gender, to increase the appeal and capture the attention of consumers. Gulas and Weinberger acknowledge that this advertisement successfully grabs people's attention and has a positive impact on consumer behavior (2006:79). Another example is the Sony "PlayStation Portable" advertisement, which also incorporates humor. While some individuals in the target market respond positively to the humor, it also generates offense among others.

The advertisement for the Sony "PlayStation Portable" depicted in figure 2 exemplifies this behavior. The figure simply showcases the slogan, "PlayStation Portable White is coming." Upon closer inspection of the poster, one can observe a white woman gripping

the lower jaw of a black woman. The white woman's eyes convey a sense of provocation and arrogance. Conversely, the expression on the black woman's face reveals offense, maltreatment, and helplessness. This scene foreshadows the next slogan in the image: "PlayStation Portable White is coming."

However, the use of this weak humor has negative effects. It not only takes away from the advertising message, but also irritates the audience instead of entertaining them. Moreover, this type of humor introduces a range of ideas and thus has the potential to be offensive to individuals with black skin. This highlights the fact that humor is a delicate territory that can have different effects depending on cultures and subcultures. Operating on the border between acceptability and respectability, it frequently ends up offending someone (Saunders 1997, 18).