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