Example: Humor in the advertisement

Referring to the lecture of Tiina Hiob, I want you to show one humor advertisement. It is one of the car rental company SIXT. 

This was a printing ad for magazines and newspapers in 2010. The aim here is to surprise the viewer and to attract new customers, such as younger people and people who look for originality and spontaneity.

 

I´ll translate this picture for you:

At the picture you can see the German Chancellor Angelika Merkel in her younger ages. You have to know, that in the past, her appearance was often sniggered in the press.

So therefore SIXT asks: “Fancy a new hairstyle?”(text on the left) so then “Rent a convertible”  (text on the right) In a very small type, SIXT also proposing you a convertible model right under the last sentences.

It´s funny because SIXT says, if you want another hairstyle you have to rent a convertible. The wind will make your hair like this picture on the left side. Of cause it is ridiculous and that´s the reason, why it is so funny and also why it was so successful. A lot of people discuss this ad in the social media platforms and blogs.

Humor is one way to get noticed among of all the advertising stimuli. But: Humorous advertising could be quick tasteless or overstep boundaries. Even humor would necessarily fit the brand. Like at our example SIXT. They have humorous advertising, only. Because  most of the humorous ad´s will keep you in mind.