{ "media_type": "text", "post_content": "Is there a study that proves the effectiveness of humor in advertising? Know it's a general ask, but need some client firepower.", "post_id": "5e619538b2ad8f00248237bd", "reply_count": 6, "vote_count": 1, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising" }

Is there a study that proves the effectiveness of humor in advertising? Know it's a general ask, but need some client firepower.

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http://psychologyformarketers.com/does-humor-in-advertising-help-sell-more/

https://www.google.com/amp/s/www.chicagotribune.com/suburbs/post-tribune/opinion/ct-ptb-hoagland-smith-funny-st-0219-20180218-story.html%3foutputType=amp

https://www.researchgate.net/publication/225530784_A_meta-analysis_of_humor_in_advertising

Spend 2 minutes each on: Google Scholar, ARF, and the MSI site.

Supposedly it works for low consideration categories like candy. But like, Google is your friend.

ARF has a ton of this type of research.

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