The views and opinions of agency creative directors regarding the use of humor in advertising : a mail survey

For years, humor has been one method advertisers have used to draw the attention of consumers toward a particular commercial or advertisement. Just how do those professionals whose responsibility it is to create and supervise this type of advertising feel about its use?

The purpose of this study was to ascertain the opinions and feelings of a sample of advertising agency creative directors regarding the use of humor in advertising. They were chosen as subjects because of the high degree of involvement each plays in the creative process.

Questionnaires were mailed to 201 advertising agency creative directors throughout the country. Forty-eight percent of the creative directors returned the questionnaire.

The results suggested that those responsible for the creation of advertising perceive that the use of humor contributes to its success, and that creative directors use humor frequently and are aware of the issues and limitations surrounding its use.

The results also suggested that advertisers and creative people feel that humor can be used as an effective communication tool. This understanding, however, is somewhat moderated by the degree to which the public accepts humorous advertising.

It was recommended that future research examine the various kinds of humor and how practitioners feel about their inclusion. Also, a comparison between straight and humorous appeals, humor's use in the broadcast and print media, and whether humor is more effective for certain products or situations may prove insightful as well.