‘It’s the sugar to get it over the hill’: The behavioural science case for humour in advertising
Speaking at a Thinkbox event, behavioural scientist Richard Shotton outlined what makes TV effective as a media channel and Specsavers shared how humour can “supercharge” purpose.
Humorous ads shown to groups are often more effective than those shown to an individual, according to behavioural scientist and Marketing Week columnist Richard Shotton.
“If we see other people laughing, we at least reconsider whether we found that ad funny,” he told a room of advertisers at a Thinkbox event today (26 November).
“If you have an amusing ad, one of the ways you can maximise the impact is to think about the genres it runs across,” he said, noting that films and documentaries, often watched in groups, can amplify an ad’s perceived humour.
