Diagram above from the article, Introduction: When language typology meets multilingualism. From languages to uses and people by Marco Gargiulo, Åsta Haukås and Iørn Korzen.

It is the positive emotion of humour that resonates with people, grabs their attention and aids in content absorption. Humour triggers an emotional reaction that can catalyse a behavioural response towards the intended stimulus. In many cases, it has proven to be effective for better retention, even in social advertising, where achieving behavioral change through communication can be particularly challenging.

The ‘Dumb Ways to Die’ advertisement developed by Metro Trains Melbourne surprised viewers with quirky examples of ignorant ways one could meet their end, accompanied by a catchy tune. 

The light-hearted approach contrasted and supported the heavy, bleak, and often dull message of road safety. Further, it encouraged sharing on social media, creating a desirable word-of-mouth chain reaction. This was no easy feat especially considering that it was a community services message!  

As rewarding as humorous communication can be, it comes with boundaries due to the risks posed by cultural sensitivities. Much can be lost in translation, and our efforts may backfire. Understanding your audience well is key, especially in a multicultural society. 

It takes more than simply realising the difference between being ‘pissed’ in America (when someone is angry) and ‘pissed’ in the UK (which refers to being drunk). 

Humour creates distinct mental images based on what the audience perceives from such content and this is heavily dependent on their values, culture, religion, morals, and to a large extent, their psychological conditioning. Therefore, this can present a significant challenge because what is intended may not necessarily evoke the same emotion or response from everyone.

The clothing brand, Lambs, claimed to block 99% of electromagnetic fields from cellphones, 4G, 5G, Wi-Fi or Bluetooth radion. Could their quirky and slightly over-the-top humourous promotion have worked if it was disseminated among a culturally traditional audience?

The new startup company, Lambs, used their partners, including the founder, as ‘underwear’ models in their advertisements. Additionally, the advertisements used quirky imagery that showcased how anti-wave underwear would safeguard a man’s sperm count as a way to promote the benefits of their product. 

This antic not only turned their underwear shorts into a fun and attractive product within a few months of their launch but it catapulted their profits. Their advertisement demonstrated how humour can reap better rewards for health products than fear-mongering messages. If this looks intriguing, take a look at Balls… or succeeding thanks to humor in our startup marketing, a TEDxAgroParisTech talk by Arthur Menard.

The moral of the story is this: if humour is used sensibly, while keeping in mind decency and cultural boundaries, it can help build a long-term relationship with a profound tinge of positive nostalgia. Humour instantly grabs attention, leading to strong message recall and social sharing through various channels. In the current world, where the average consumer’s attention span is less than eight seconds, humour can effectively cut through the clutter.

When humour is executed correctly, it has the potential to yield significant returns. So, let’s embrace the power of ‘funny’ and carry on 😉 😊