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 Tucson

Wednesday, Feb. 3 - Sunday, Feb. 7, 2016

Register Today!
Subscribe now to

JCK News Daily

Receive the latest news directly to your inbox

Hopefully there's no conflict of interest in such an arrangement

When consumers are trained to expect "special treatment" in the form...

Informative blog post, but i think i name is missing here which i use...

Thanks for your comment, Cay! Funny enough, Ringly and Chronos both...

such a bad idea, not romantic, what woman wants to pluck her...