Is humour the most effective way to get your product noticed? If so, why does it seem that the use of comedy in advertising is in decline? Recent research by Kantar found that 90% of consumers were more likely to remember and purchase a brand if the advert made them smile. So why the downturn? Are multi-national brands looking for a one size fits all approach, or are brands frightened of offending potential customers? Evan Davis and guests discuss.

PRESENTER: Evan Davis

GUESTS

Rory Sutherland, VP, Ogilvy UK

Lucy Greeves, Author and Creative Strategist

Dom Dwight, Marketing Director, Taylors of Harrogate and Yorkshire Tea

ADVERT CLIP: Yorkshire Tea - Induction Training with Sean Bean Courtesy of Taylors of Harrogate, Yorkshire Tea Creative: Lucky Generals Advertising Agency

PRODUCTION TEAM

Producer: Julie Ball Editor: China Collins Sound: Graham Puddifoot Production Co-ordinator: Brenda Brown

The Bottom Line is produced in partnership with The Open University