We think humour is the most effective way to persuade consumers.
Humour not only attracts your attention, which stops you from ignoring a certain commercial or advertisement, it also leaves you with a deep impression of the product being advertised. When a commercial is genuinely humorous, you will laugh and appreciate it for its ability to lighten the mood and cheer you up. This will make you notice what product is being sold and will probably believe in it because the message is delivered with such conviction while incorporating humour as well.
Humour helps to lighten the atmosphere and thus by doing so, makes it easier to persuade consumers to purchase a particular good or service. It helps to establish a link between the consumers and those selling the products, giving the consumers the impression that they are understood as they have the same point of view like what is funny or amusing. This will greatly help to promote a product.
A good example would be ‘Cheers’ Beer. Its tagline goes ‘To every little good thing in life, cheers!’. But in reality, it’s not the tagline and it’s the humour portrayed in the commercials to bring out the message of the tagline that really attracts us. The dramedy in all the commercials inevitably wins our hearts effortlessly because it makes us laugh hard and also believe in the product invariably.
Lastly, when something has caught our attention so well, we would spread the word to our friends, relatives etc and share with them about how we’re amused by the product. This way, more people would go and watch the commercial and henceforth know about the product as well. Soon the product and the commercial would be popular among the masses. Therefore, we conclude that humour is really the way to firstly capture the audience attention and to maintain it well also.
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