602communications.com Great emotional branding doesn't just build love for the product, it also shows that the brand shares a customer's attitudes and style. The product is transformed into a symbol of deeply held customer beliefs.
In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows the secrets to building the funniest commercials that entertain, but also move the customer to a deeper connection with the brand.
How the Funniest Commercials do it
Humor in advertising is one of the most useful techniques that advertisers have at their disposal. Humorous commercials are among the most celebrated mediums of advertising that emotional branding can produce, but why? Why are humor commercials and humorous advertisements so good? Why are funny Superbowl commercials among the best television ads ever? Today I’m going to talk about how the funniest commercials use emotional branding and humor in advertising to create fantastic advertising humor that also sells.
Humorous Advertisements and How to Make Them
Humorous advertisements can be some of the best television ads you will ever make. Funny Superbowl commercials are some of the best television ads out there. Humorous advertisements are based off of various different emotional branding drivers that make them more relatable to the customer. Advertising humor is great, but the funniest commercials are the ones that use emotional branding to target the feelings of the customer. The best television ads are the humor ads that are more than humorous advertisements, they’re the ones that actually get beneath the surface and appeal to something deeper in the customer.
Emotional Branding with Humor
Emotional branding is the most powerful tool we have at our disposal as ad copy writers. It is how we take humorous advertisements and make them into the best television ads we can make. Emotional branding takes advertising humor and gives it substance, because what is humor in advertising without something to go along with it to give it substance? In reality, advertising humor is nothing more than negative emotions made socially acceptable by emotional branding. The funniest commercials are actually the ones that embody some of the nastiest emotions we are capable of feeling.
Humor in Advertising is Actually Negativity
This casts an entirely new light on humor commercials when you look at it from the emotional branding standpoint. While you get a good chuckle from advertising humor, it’s because these funny television ads are showing you that they hate the same things that you do, but make them socially acceptable through humor. The funniest commercials are thus often times the darkest ones, but through emotional branding they are made acceptable.
Advertising Humor with a Kick
Humor in advertising is essential for conveying these emotions that we don’t want to admit we feel. Through emotional branding, emotions like rage, jealousy, and distain are all made warm and nice. The funniest commercials show some of the most hated stereotypes in our lives getting their comeuppance, but since it is done using advertising humor, it’s ok to laugh at.
Humor Commercials and Negativity
So remember, humor commercials aren’t really about advertising humor at all. When you look at the goals from an emotional branding point of view, you realize that humor in advertising is nothing more than a way to make the negative emotions we feel every day more socially acceptable. So find out what your customers really hate the most and throw those things into your humorous advertisements to truly endear yourself to the customer.
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