Humorous, feel-good advertising hits home with consumers - Guest Column - Brief Article - Statistical Data Included

DSN Retailing Today, April 22, 2002 by Carolyn Setlow

In a slow economy, marketers need to work harder to gain a share of consumers' wallets, and retailers are no exception. And yet, in these tense times, questions of tone and tact have become more critical to advertisers of all stripes. Immediately following the terrorist attacks, ad mavens declared humor a risk and solemnity the order of the day. Now, six months later, our clients are all grappling with the same question: What kinds of advertisements will fly with consumers, and what kinds will fall flat?

There are, of course, no easy answers. However, a recent RoperASW survey reveals that far from disdaining funny ads, Americans are enamored of them. A striking 85% say they "like" ads with "humorous" themes. Humor scored higher than nine other themes in terms of likability, and eight points higher than the next-most-liked theme. The success of funny ads might be seen as a harbinger of" normalcy"--good news to all retailers.

While many advertisers have embraced humor again, many still have their doubts. Our findings show the doubters can relax--up to a point. People's comfort level with humor in advertising varies with their socioeconomic station in life. Those with the highest income and education levels, and those with full-time jobs, most enjoy humor in advertising.

While the overwhelming popularity of humorous ads might surprise some people, few will be shocked at the popularity of other themes. Sizable majorities of adults like ads with traditional "feel-good," reassuring themes. This includes ads representing "safety and security" (77%), "family closeness" (76%), "giving to others" (74%) and patriotism (74%). What's more, 2-out-of-3 adults also like ads featuring "the comfort of home" (65%), "optimism" (64%) and "sentimentality" (62%).

Roper research prior to Sept. 11 documented a trend of Americans toward "recentering," that is, a return to traditional values of friends and family, and home and hearth. The terrorist attacks and the war have only served to reinforce these values. That they should resonate in an advertising context makes sense.

However, not all Americans are equally taken with these soothing themes. Northeasterners, who bore the brunt of the terrorist attacks, are consistently more likely than those in other regions of the country to warm up to ads with such themes. Married people, whose lives tend to center more on family and home, also are more favorably disposed toward such ads, especially those featuring family closeness, the comforts of home and patriotism.

In contrast, Americans find a couple of themes far less likeable in advertising these days. "Direct references to terror attacks and the war in Afghanistan" (liked by only 32%) have more limited appeal, as do ads with "a serious tone" (47%). While other Roper research has shown Americans are adjusting with maturity to the notion of a long-term war on terrorism, they don't necessarily want to be reminded of it in the ads they see and hear. Nor do advertisers want to overdo some of the more popular themes, such as patriotism. In-depth research conducted by our Roper/Langer qualitative division reveals the flag's overuse is seen by some as crassly commercial. Retailers might instead consider subtler approaches, such as reminding Americans that shopping helps the economy and the nation as a whole.

Let me conclude by stating the obvious. The mere finding that people are again comfortable with humor, as well as other "feel-good" themes, does not guarantee this kind of advertising will create store traffic and sales. As Roper experts in advertising effectiveness remind us, ads must still successfully break through the clutter and register a meaningful and personally relevant message with consumers.