How Funny Advertising Lowers Our Guard
Humor has always been one of the most disarming traits in relationships. Everybody likes to be friends with the funny people. It's always been a great tool in dating, and making that attractive girl want to talk to you. My wife started dating me because she thought I was funny and liked talking to me. So why wouldn't humor work in advertising? We all know and love the E-Trade baby. Not because we learn a lot about E-Trade, but because it's really funny to watch a baby saying things that a 45-year old man would say. The Allstate Mayhem guy is hilarious, and although I don't really recall the awesome things that Allstate does, they were one of the first ones I called when I was shopping for insurance because their ads were funny and stuck in my mind. The study discussed in this article gives some research results showing why being funny works in advertising. It has a disarming effect, and makes people lower their guard and want to hear what you have to say. I always turn up the volume for the Allstate and E-Trade commercials. Now you can see why I do that, and how it effects sales.
Source - Forbes