Author:作者： Alex A. Kecskes徐家答： kecskes

We’ve all encountered humor in advertising.我們已經遇到的所有的幽默廣告。 TV ads showing smart dogs fetching their owners a beer.電視廣告顯示的智能狗擷取他們的業主啤酒。 Radio spots with aliens purifying our drinking water.電台點與外國人淨化我們的飲用水。 Print ads with famous people wearing milk mustaches.平面廣告與著名的服裝牛奶mustaches 。 Many use dry wit.許多使用幹束手無策。 Others are just plain silly.其他人只是平原愚蠢的。 A few are in bad taste.少數是在惡劣的口味。 And some, heaven forbid, aren’t even funny.和一些，天堂禁止，甚至不好笑。

Humor has its place 幽默是有其地方

Does humor really work in advertising?是否真的幽默的工作，在廣告？ Is it okay to get a few laughs when talking about your product or service?是好讓數笑著說，當談到您的產品或服務？ Does humor sell?是否幽默賣出去了？ There are no absolutes, no easy answers.有沒有absolutes ，沒有簡單的答案。 What we do know is that, as in real life, humor has its place.我們做什麼知道的是，由於在現實生活中，幽默有它的位置。 In advertising, that place must always be clearly defined and understood.在廣告上，那個地方，必須始終明確界定和理解。 For humor used indiscriminately can be a disaster for your product, your image and your sales.為幽默的使用不分青紅皂白地可以是一場災難，為您的產品，您的形象和您的銷售。 And that’s not funny.這不是可笑。

Making human contact 使人類接觸

The object of humor is to make human contact and break the boredom barrier.對象的幽默是使人類的接觸和打破無聊的障礙。 This invisible barrier goes up the second your audience is exposed to any advertising.這無形的屏障上升，第二是你的觀眾接觸到任何廣告。 It’s the result of tens of thousands of ads that confront us every year.它的結果，成千上萬的廣告，面對我們每年都有。 For the human brain, it’sa matter of survival.為人類的大腦，這件事的生存。 It simply shuts out what it sees or hears and says, I know a sales pitch is coming, I’ve been bored to death before, I’m tuning out.它只是關閉了它所認為的或聽到說，我知道銷售足球場是未來，我已經厭倦死刑之前，我調整了。 Humor is one way to get through.幽默是一種方式獲得通過。 Used correctly, humor leads your audience to a common ground of understanding.正確使用，幽默，導致您的受眾，以一個共同點的理解。 A feeling of “we’re all in this together.” Just like a speaker who starts with a humorous anecdote to break the ice, using a funny situation or character can make your audience more receptive as you segue into your selling message.的感覺， “我們都在這一起”就像一位發言者誰開始與幽默軼事，打破堅冰，用有趣的情況，或性質可以讓您的觀眾更容易接受你segue到您的銷售訊息。

Tread lightly and cautiously 胎面掉以輕心，謹慎

By the same token, an off-color joke or inappropriate comment about the audience or any individual member can be an instant turnoff and shoot that barrier right back up, maybe even permanently.出於同樣的原因，場外顏色的笑話或不適當的評論，觀眾或任何個別會員可以即時關機，並拍攝這屏障的權利，備份，甚至永久。 The same holds true for humor that leaves a negative impression about your product or service.也是如此幽默留下了負面的印象，您的產品或服務。 I remember hearing about one ad for a burial service with the headline “We’re the last ones to let you down.” Sales didn’t exactly jump through the roof.我記得聽一個廣告安葬服務的標題： “我們正在最後的讓你下來” 。銷售不正是跳轉透過屋頂。 Most professional comedians know that the best humor is broad and even handed, reflecting universal truths or situations that apply to us all.最專業的喜劇演員都知道，最好的幽默是廣泛的，甚至霸道，反映了普遍的真理或情況適用於我們所有人。 They set up a character we can all identify with, then put that character through actions we may have experienced.他們成立了一個性格大家都可以認同，然後把字符，通過我們的行動可能遇到的。 A comedian once gave me an example of what’s funny and what isn’t.喜劇演員一次給了我的一個例子是什麼有趣的，什麼是不。 “A guy slipping on a banana peel isn’t funny. “你想想，滑倒在一個香蕉皮，是不是可笑。 A guy trying not to slip on a banana peel, now that can be funny.”?一個人想不滑移對一香蕉皮，現在可以很有趣。 “ ？

It’s not easy being funny 這並不容易被搞笑

Being funny in TV or even radio isn’t easy, but it’s even harder in print.正在好笑，在電視或電台，甚至是不容易的，但它的更難在打印。 There’s no motion, no special effects, no silly animal tricks or goofy character antics, just a static visual and headline.有沒有議案，並沒有特別效果，沒有愚蠢的動物伎倆或瘋瘋癲癲的性格antics ，只是一個靜態的視覺和標題。 Print is one medium where creative writers really have to work hard for the right result: humor that sells.打印是一個中等那裡創作的作家真的有勤奮工作，為正確的結果：幽默銷售。 For, in just one snapshot, you’ve got to establish the character, set up the situation, and payoff the punch line.為，在短短的一個快照，你要建立的性質，成立情況，並支付力度線。 It’s like a comic strip with only one frame.它就像一本漫畫帶只有一個框架。 It can be done, but it’s not easy.這是可以做到的，但它的不容易。 And once you’ve broken the boredom barrier, there’s still lots of work to be done.而一旦你已經打破了無聊的障礙，還有的還有許多工作要做。

Once the laughing stops, there’s still that pesky product to sell 一旦笑著站，有的仍然是討厭的產品出售

Too many advertisers forget that the object of any ad, funny or not, is to get people to try the product being advertised.太多的廣告客戶忘記的對象的任何廣告，有趣的或不，是為了讓人們嘗試的產品廣告。 It’s okay for your audience to respond with, ”That’sa funny ad” as long as they also come away with, “That’sa great product!” Humor should accent or showcase your product’s identity or key features, not bury them in a laugh.它的好，為您的觀眾反應， “這是有趣的廣告： ”只要他們還來破除， “這是偉大的產品！ ”幽默應該口音或展示您的產品的身份或主要特點，而不是掩埋在一個笑聲。 Some really funny ads suffer from “generic identity.” Your audience loves the ad, but confuses your product with your competitor’s.一些真正有趣的廣告受到來自“通用的身份。 ”您的受眾喜歡的廣告，卻混淆了您的產品與您的競爭對手的。 Not funny.不好笑。

One final thing to keep in mind about humor: it’s not for amateurs. 最後一個事，請記住，約幽默：它不是為業餘愛好者。 As any professional comedian will tell you, being funny is serious business. 任何專業的喜劇演員會告訴你，正在有趣的是嚴重的業務。

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