Over the years, there has been no shortage of discourse on the role of humor in advertising, with industry legends and self-proclaimed funnymen alike frequently rhapsodizing about its importance. In ...

When asked to write a TV commercial for a car, Jeremy Clarkson, the presenter of the car show Top Gear, started the job with a complaint: “It’s a pretty car, but what they’ve done is put the engine ...

Joy is a powerful emotion and can play a major role in who—and what—a person chooses to surround themselves with. For marketers hoping to persuade their audience to make a purchase or identify with a ...

Ellie Victor, Cofounder and CEO of ZOOM Marketing, one of Silicon Valley's premier positioning agencies with hundreds of successful clients. The other day, I caught up with a client we hadn’t worked ...

Humour in advertising operates across a spectrum of strategic approaches, from benign incongruity and wordplay to more aggressive or dark modes of comedy. Central to many campaigns is the use of ...