For Lipovetsky humor in postmodernism is a fundamental technique to change the way we communicate, to change from a stronger humor to a softer humor that makes our product sell.
Humor in advertising is something that seduces and makes you fall in love, that manages to make a moment, an expression or a context memorable by sealing it with a soft smile not with an ill-intentioned mockery. So within the postmodern era, art is no longer a revolutionary line, it is exhausted in an extremism full of stereotypes.
Abstract
For Lipovetsky humor in postmodernism is a fundamental technique to change the way you communicate, change of mood stronger softer mood that makes our product is sold.
The humor in advertising is something that seduces and falls, which manages to make memorable a moment, an expression or a context to seal it with a soft smile not a malicious mockery. As in the postmodern age art is no longer a revolutionary line, exhausted by extremism filled with stereotypes.
Introduction
" Postmodernism is but an additional degree on the scale of personalization of the individual devoted to narcissistic self-service and indifferent kaleidoscopic combinations." (Age of the Void, 1983)
Little by little we are leaving behind everything that as a society kept us rooted, currently liberation and the ability to push have led to different ways of life and thinking.
objective
Analyze how humor plays a fundamental role in marketing when communicating with customers and how it evolves to be more persuasive.
Methodology
Postmodernism has become the slow and complex passage to a new type of culture and individual society that is born out of the age itself in its modern extension. It is the declining phase of artistic and cultural creativity, whose only impulse is the exploitation of modern principles.
There is no going back in modernism, culture is deeply individualistic and radical, which only accepts the new as a value.
Since the beginning of the history of advertising, humorous and humorous phrases have been resorted to to attract the attention of consumers, create an expectation and remember a brand. The public should be made to smile, share situations of joy, laugh at oneself and at everyday life without being offensive.
As some authors point out, humor in advertising has “Among its main advantages are effectiveness, since humor produces pleasure in viewers, creating sympathy towards the product and seduction, since the viewer thinks that if something makes him laugh it's because it must be good ”.1
The purpose of humor in advertising is to create sympathy towards the product and make it more attractive, we must not forget to highlight our product in commercials since it is not enough to make it funny, but to generate viral marketing without really knowing the brand or the product who speaks it.
The experts mention that a basic part of any humorous advertisement that you want to transmit must be well structured, know what you want to transmit and have the action script well defined.
When making commercials with a humorous touch , the audience you want to reach must be analyzed to know what their traditions and customs are because for each culture humor is usually different.
The most important thing about the use of humor in marketing is knowing how to apply humor to highlight the attributes of products, their benefits and characteristics, without deceiving customers by highlighting supernatural qualities that the product does not possess.
The emptiness strategy proposes that authenticity, more than a current psychological reality, is a social value, and as such exposed to restraints where, the mixture of manifestations about oneself must bend to new norms.
conclusion
The humor in advertising is to find innovation pose a friendly and human side of the brand and it must be constantly renewed if you do not want to die and be ignored by your target.
Over time, humorous advertising was rising in tone until it became darker and more monotonous, forgetting that simple white advertising is the one that causes the most remembrance and attracts the public the most.
Never forget when advertising that " comedy more than a genre is a state of mind." Which helps marketing in its communication stage to establish a more friendly relationship with customers and show a less structured version of the company and more innovative and in constant vitality that laughs at life itself.
Bibliography
- Advertising & Marketing REview. (sf). Retrieved February 20, 2012, from The Art of Humor in Advertising: http://www.ad-mkt-review.com/public_html/docs/fs060.htmlCasais, DD (January 12, 2012). Maimonides University, Maketing International Business School. Retrieved on February 20, 2012, from http://marketing.maimonides.edu/humor-buen-elemento-en-la-publicidad/How to use humor in marketing. (2012). Retrieved on February 20, 2012, from Wiki: Lipovetsky, G. (2010). The era of emptiness. Mexico: COMPACTOS ANAGRAMA.
1. Dr. Daniel Casais, Humor, good element in advertising, Wednesday, January 12, 2011.
