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Advertising agencies have long used humour to push at boundaries, make unusual connections and, ultimately, to sell messages or products. It is one of the most powerful creative tools we have.
Humour invites participation rather than passive reading, watching or listening. It juxtaposes similarities with differences and can force you to make the jump between two often contradictory ideas.
Take the Department for Work and Pensions' public information film for television, 'The Interview'. Here a young man at a job interview reveals a history of depression and has to deal with the prejudice that follows. The film mocks the way in which the interviewer handles the news, highlighting his negative misconceptions about the interviewee's capabilities.
In BT's 'Talent Spotting' advert, humour was used to make a connection between the viewer and the two main protagonists, who are gossiping about the office talent over a video phone.
In sign language, one female work colleague, having spotted someone bending over the desk, makes a hopeful comment to another about his attractiveness. Then we see the less than attractive face of the bottom owner. This leaves the way open for the other work colleague to sign: "I'm deaf, not blind!"
This is a memorable advert that presents a normalising picture of disabled people, emphasising that people who are deaf can work and have a sense of humour.
For practical tips, visit the top tips section of this guidance.
For other information resources, go to the resources section of this guidance.
Page last reviewed: 11 August 2008