13. Advertising psychology - The Effect of
Humor on Advertising: How Laughter Drives Consumer Engagement and Brand Recall
In a world saturated with advertisements,
brands face the challenge of standing out and making a lasting impression. One
of the most effective ways to achieve this is humor—a powerful
psychological tool that captures attention, builds emotional connections, and
enhances brand recall.
This post explores why humor is so
effective in advertising, how it influences consumer psychology, and the best
strategies for brands to use humor successfully.
1. Why Is Humor Effective in
Advertising?
Humor works in advertising because it engages
emotions, reduces resistance to persuasion, and makes brands more memorable.
When people laugh, they form a positive emotional response, which creates a
favorable attitude toward the brand.
A. The Psychological Basis of Humor in
Advertising
Humor activates multiple psychological
mechanisms that make ads more impactful.
１) Emotional Connection – Laughter creates
positive associations with a brand.
２) Cognitive Processing – Humorous content
is processed differently, making it more memorable.
３) Social Bonding – Shared humor fosters a
sense of community among consumers.
Example: Old
Spice’s “The Man Your Man Could Smell Like” campaign used absurd humor to
create an instantly memorable ad, boosting sales dramatically.
B. How Humor Enhances Advertising
Effectiveness
Humor doesn’t just make ads entertaining—it
directly improves consumer engagement and persuasion.
１) Increases Attention – People are more
likely to notice and remember funny ads.
２) Reduces Resistance to Advertising –
Consumers lower their guard when they’re entertained.
３) Boosts Brand Recall – A humorous ad is
easier to remember than a serious one.
Example:
Geico’s humorous insurance commercials help the brand stand out in an otherwise
dull industry, making its name more recognizable.
2. The Psychological Effects of Humor on
Consumer Behavior
A. Humor and Emotional Engagement
Humor activates the brain’s reward
system, releasing dopamine, which improves mood and enhances learning.
１) Positive Emotions Increase Favorability –
Consumers associate the brand with happiness.
２) Laughter Creates Trust – A funny brand
feels more human and approachable.
３) Engagement Improves Persuasion – People
remember what makes them laugh.
Example:
Doritos’ Super Bowl ads use humor to keep audiences engaged and excited about
the brand.
B. The Role of Humor in Brand
Personality
A brand’s personality affects how consumers
perceive and relate to it. Humor makes a brand seem:
１) More Relatable – Consumers feel
connected to brands that entertain them.
２) Less Corporate, More Human – A funny
brand appears less sales-driven and more authentic.
３) Culturally Relevant – Humor that
reflects current trends resonates better.
Example:
Wendy’s Twitter account uses sarcastic humor to interact with customers, making
the brand feel fun and relatable.
C. Humor and Memory Retention
Ads that make people laugh are more
likely to be remembered because humor improves memory encoding.
１) Unexpected Jokes Create Surprise –
Novelty enhances recall.
２) Repetition of Catchphrases Reinforces Branding – Funny slogans stick in consumers’ minds.
３) Storytelling Through Humor Enhances Impact – A humorous narrative is more engaging.
Example: The
“Got Milk?” campaign used humorous scenarios to reinforce the importance of
drinking milk, making it one of the most memorable ad campaigns.
3. Types of Humor Used in Advertising
A. Satirical and Self-Deprecating Humor
Brands that poke fun at themselves
appear confident and authentic.
１) Self-Awareness Builds Trust – Consumers
appreciate brands that don’t take themselves too seriously.
２) Makes a Brand More Approachable – A
brand that can laugh at itself feels more human.
３) Creates a Unique Brand Voice –
Self-deprecating humor differentiates a brand.
Example:
Dollar Shave Club’s viral launch video made fun of expensive razors while
promoting its own affordability.
B. Absurd and Surreal Humor
Bizarre, unexpected humor grabs attention
and makes ads unforgettable.
１) Disrupts Predictability – Absurd humor
catches people off guard.
２) Encourages Viral Sharing – The stranger
the ad, the more likely people will talk about it.
３) Appeals to Younger Audiences – Younger
demographics appreciate weird, meme-worthy content.
Example:
Skittles’ “Taste the Rainbow” campaign uses surreal humor to create a distinct
brand identity.
C. Wordplay and Puns
Clever wordplay makes ads witty and
entertaining.
１) Creates a Catchy, Memorable Slogan –
Puns are easy to recall.
２) Adds Playfulness to the Brand’s Image –
Wordplay makes brands feel lighthearted.
３) Encourages Repeat Engagement – Consumers
enjoy ads that make them think.
Example:
Snickers’ “You’re Not You When You’re Hungry” campaign uses humor and wordplay
to emphasize its product benefit.
D. Socially Relevant and Cultural Humor
Tapping into current events and pop
culture makes ads more relatable.
１) Resonates with Trend-Conscious Consumers
– Cultural references create instant recognition.
２) Encourages Social Media Engagement –
Timely humor sparks conversations.
３) Positions the Brand as Modern and Aware –
Consumers appreciate brands that understand their culture.
Example:
Oreo’s famous Super Bowl tweet “You can still dunk in the dark” used real-time
humor to engage with audiences.
4. Best Practices for Using Humor in
Advertising
A. Know Your Audience
Different types of humor resonate with
different audiences.
１) Test Cultural Sensitivities – Avoid
jokes that may be offensive.
２) Match Humor to Brand Personality – A
luxury brand might use sophisticated humor, while a youth brand might use edgy
humor.
３) Consider Demographic Preferences – Older
audiences may prefer subtle humor, while younger ones enjoy internet memes.
Example:
IKEA’s humorous ads use universal, family-friendly humor to appeal to
broad audiences.
B. Balance Humor with Brand Message
Humor should enhance, not overshadow, the
product.
１) Avoid Distraction – Consumers should
remember the product, not just the joke.
２) Ensure Relevance – The humor must tie
back to the brand’s core message.
３) Reinforce Brand Identity – Maintain
consistency in humor style.
Example: KFC’s
“FCK” campaign used humor to apologize for a supply chain issue while
reinforcing its brand.
C. Adapt Humor for Different Platforms
What works on TV may not work on social
media.
１) Short-Form Humor for Social Media –
Quick, punchy jokes work best.
２) Longer Narrative Humor for TV and YouTube – Storytelling enhances engagement.
３) Interactive Humor for Digital Campaigns –
Polls, memes, and filters increase user participation.
Example:
TikTok brands like Duolingo use short, viral humor to engage younger
audiences.
Conclusion: Why Humor Is a Winning
Advertising Strategy
Humor is more than just entertainment—it’s
a powerful psychological tool that boosts engagement, enhances brand
recall, and strengthens consumer relationships.
When done correctly, humorous advertising makes
brands more likable, memorable, and shareable. In a crowded advertising
landscape, laughter isn’t just the best medicine—it’s the best marketing
strategy.
Next time you see a funny ad, ask yourself:
“Do I remember the brand behind it?” If the answer is yes, then humor
has done its job.