The second form is satirical, derogatory advertising. "Here too, text and image do not match, and there is also a satirical-aggressive component," explains Hoffmann. The best example of this is the advertisement of a car rental company, which in 2001 made fun of the Chancellor's hairstyle, which was much criticized in some media at the time ("New hairstyle? Rent a convertible"). Angela Merkel took it with humour.
Warm-hearted and sentimental advertising is the third form of humorous advertising that goes straight to the heart. "Usually children or animals play a big role," says Hoffmann, citing as an example a German car manufacturer who placed a porcupine in his advertisements at a perfect distance between "parked" goldfish in transparent bags. The company used it to advertise the parking assistant - as it appears in small print below the oversized picture. "If advertising succeeds in getting people to think about the poster and, at best, to come up with the solution themselves, then the viewer has positively saved the advertising".
This third type of emotional humour is, by the way, more widespread in advertisements in southern countries such as Spain and Italy and is better received there. In Germany, however, satirical advertising is more popular. In Russia, people expect little or no entertainment when it comes to advertising, but rather tangible, textual information, says Hoffmann, citing the results of various ten to twenty-year-old studies. There are no more recent figures.
"In a planned economy, manufacturers did not have to fight for the attention of many buyers as they did in a free market economy," explains Hoffmann. It's different in the USA: As early as the 1970s, TV advertising was more entertaining than informative. This has continued until today. Around a third of all TV commercials and around ten to twenty percent of all print ads there work with humor.
But that alone is not enough: "Good advertising is characterized by the fact that humor simultaneously points out the product benefits. However, advertising cannot be shown one-to-one in every country. "There are many factors to consider in order for humor to work in advertising."
Author: Jennifer Ruske