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Humour in advertising by Millward Brown
1.
Should I use
humour in advertising? Learnings Millward Brown Juillet 2010
2.
3.
4.
5.
6.
7.
8.
Watching the ad
makes me feel… POSITIVE No intended humour Funny/ Light hearted Affectionate Attracted Confident Contented Excited Inspired Proud Surprised Base: USA Online ads % 26 43 45 49 32 44 26 30 (1038) % 24 40 37 43 32 35 24 36 (885)
9.
Watching the ad
makes me feel… NEGATIVE No intended humour Funny/ Light hearted Disappointed Guilty Hatred Inadequate Repelled Sad Unimpressed Base: USA Online ads % 9 3 3 6 6 5 23 (1038) % 13 3 4 6 10 4 28 (885)
10.
Contact
11.
Laurent Dumouchel Directeur
du Développement 01 55 56 40 16 [email_address] Guillaume Barat Directeur Adjoint du Développement 01 55 56 40 75 [email_address]
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