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No Humor in Russia’s Ads
Comic advertising accounts for 10 percent to 30 percent of all ad market of the United States, the U.S. market analysts concluded. Humor is a selling factor, the psychologists specify.
Buyers tend to spend more money after the comic promo, the researchers say, attributing the phenomenon to the output of endorphin that is stimulated by laughing.
As to Russia, the efficiency of comic ads is confirmed by various tests and promo actions that the agencies stage to boost sales of consumer goods.
“Different people have different sense of humor. What good will it be to make it funny if you can say seriously: “We are the best company, the safest one, etc?” The amount of comic ads in the RF is, of course, less than in the West, as the clients are frightened,” Grigory Trusov, president of Contract-Expert Co. said in the air of RBC-TV.
“Do you want any jokes about your purse, your money? I doubt it. The banks that have been nearing comic attitude to money are probably mistaken. In Russia, humor is inappropriate first of all in financial field, although it’s quite OK in the West – they don’t have traumatic experience of 1990s there,” Trusov explained.
www.kommersant.com
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