Humor in Copy

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FEC's most recent interview was with Richard Armstrong, a true A-Lister and long-time direct mail copywriter.

During the conversation, Armstrong touched on the subject of humor in copy. He explained if used correctly, humor can be effective as a direct response technique. To use it properly, the humor must bring attention to the benefits of the product.

As I was listening, my thoughts raced back in time to the Benson and Hedges commercials of the late 1960s. Benson and Hedges had just come out with a longer cigarette, and their commercials used humor to drive that point home.

Take a gander...

The Disadvantages with the Benson&Hedges 100's - YouTube
Alex
#copywriting #copy #humor
  • What's FEC?
    • [1] reply
  • Yes, that is an excellent example.

    The main point: They use themselves as the target of their humor.

    A person that can make fun of himself or herself is considered very strong. They also use that agreement as part of their message.
  • Wait ... they advertised cigarettes on TV?
  • Good humor is one method for identifying contradictions, assumptions, and false beliefs in a non-intrusive and insightful way. Getting a person to laugh at absurdities while at the same time recognizing something about himself and his beliefs is the way that humor can generate that "ah hah!" moment in a potential customer. Here's a good resource:

    The Effect of Humor on Advertising Comprehension

    Now get back to your damn cubicle and think outside the box!
    • [ 1 ] Thanks
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    Humor in Copy

    FEC's most recent interview was with Richard Armstrong, a true A-Lister and long-time direct mail copywriter. During the conversation, Armstrong touched on the subject of humor in copy. He explained if used correctly, humor can be effective as a direct response technique. To use it properly, the humor must bring attention to the benefits of the product.