You are here

Study: Funny Ads Don’t Always Sell Product

Study: Funny Ads Don’t Always Sell Product

Humorous advertisements often fail to increase desire for the product, according to a new study by Ace Metrix, a company that measures advertising effectiveness.

The study found that while humor can increase attention to an ad and boost its likability, it is best used as a supplement to the main message. Certain ads rated funny by panelists drove less desire for the advertised product than non-funny ones.

“We found no evidence that a funny ad is necessarily an effective one,” said the study.

The best scoring ads, according to the study, were ones that were both “funny and informative.”

“Messages must be built of substance and should use humor as a supplement—not a replacement—to create the most effective ads,” the study concluded.

Register For

JCK Las Vegas 2017

Monday, June 5 - Thursday, June 8, 2017

Learn More



As far as I know, the only person who started a division on skin...

I've been following blue Nile for a while now, and like many I've...

I'm a pretty traditional jeweler and I have to say I never saw Blue...

Five years ago, Blue Nile did have a "soul" and experienced jewelry...