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Advertisers use this strategy to attract customers to their product. People will pay more attention to a humorous commercial than a factual or serious one, opening themselves up to be influenced.
There are two parts to a one liner exaggeration joke. The one liner, exaggeration joke was a regular part of the comedy routine used by former Tonight Show host, Johnny Carson. One that exaggerates the truth to a level of absurdity.
In fact, he often used the audience to set-up the joke during his monologue. Humorous, anecdotal stories—like the ones you tell about your day—are more than just a joke consisting of set-up and delivery. Like an embarrassment, unpleasant experience or pain that everyone relates to in some fashion.
So I create exaggerated characters by using common stereotypes. She’s so vain that whenever she sees her reflection, she pauses to appreciate it.
The vain, female Diva, the dumb jock, the shifty guy lurking in the shadows, the nerdy geek and the miserly accountant. The dumb jock is so clueless he doesn’t realize the football helmet he misplaced is on his head.
Stereotypes make funny characters because your audience already knows something of the character’s motivation and reasons behind what they say and do. And the nerdy geek is so socially awkward he talks to computers like they’re people.
People laugh at them because these exaggerated, stereotypes don’t represent anyone in real life.
Taco Bell saw a substantial rise in sales and their own mascot became a pop icon.
Another point to consider when using humor in advertising is that different things are funny to different people.
One of the most important things to keep in mind is relevance to the product.
An example of an extremely successful humorous campaign is the series of, “Yo Quiero Taco Bell” commercials.