Buy? That would be a laugh!

ADs and CDs come up with the most ridiculous commercials, the audience in front of the TV is doubled over with laughter, and no one buys the product afterwards. Humor in advertising is a serious matter. That's why it's important to think carefully about which product funny advertising will work for. The difficult thing is that a punch line wears thin after repetition. A joke heard ten times is no longer funny. Commercials, however, are shown much more often and rely on repetition for their effect. That's not funny, according to advertising researchers. Our article "The joke with advertising" on page 15 shows that they haven't completely lost their sense of humor in their strategic considerations.