Why Isn't Advertising Funny Anymore?

Kantar found ads are less funny and also less effective

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The advertising industry is facing a crisis in creativity–partly because it has forgotten how to make people laugh. 

Speaking at Brandweek Europe, Dom Boyd, managing director of strategy and data business at Kantar UK Insights, explained that the firm’s research shows people’s enjoyment of ads has been steadily falling since the 1990s, while advertising’s business effectiveness has also been on the decline. One of the main reasons is that the use of comedy in ads has diminished year on year for the last decade, even as humor is proven to be one of the most effective forms of communication, according to the research.

If you can’t make people feel something, you’re dead.



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