Friday, January 18, 2013

Spoofing Sharifah Zohra Jabeen

The sweeping furor over the “Listen” video clip (re: My blogpost dated January 16, 2013) has inspired product advertisements that are seemingly spoofing the panellist, Sharifah Zohra Jabeen and her raging tirade against second-year law student KS Bawani at a Universiti Utara Malaysia forum. Check them out below:

However, take note that humor in advertising can be delicate. It can attract attention and if done right, it not only engages the prospect but getting him or her to remember the product. So here are the 10 dos and don'ts guidelines:

1. Don't over-analyze a humorous idea. It's funny, or it's not. As Mark Twain said, "Trying to figure out why something is funny is like dissecting a frog. You'll come up with answers, but the frog always dies."

2. Don't use humor for its own sake. Make it relevant to your objective.

3. Don't use humor to deceive or tell a lie. It's a scientific fact that humor intensifies positive physical and psychological reactions; deceit will undermine these good feelings and supplant them with anger and resentment.

4. Do use humor to entertain. People love to be entertained. (What do you do in your free time?)

5. Do use humor to be thought-provoking, but not offensive.

6. Do test humorous concepts, not techniques. Slapstick, irony and word play are techniques, but what is the idea you want to convey?

7. Do let your reader/listener/viewer experience the joy of "getting it." You'll make a friend.

8. Do engage the imagination of your customers. Theirs may be even bigger than yours.

9. Do the homework on your customer, and I don't necessarily mean formal research. A renowned copywriter from the early days of advertising called research "putting on my hat and going out to talk to people." Humor comes from knowing your audience inside-out.

10. Don't forget that rules are meant to be broken. The best humor comes from the edge, where there are no rules.

Thanks to Don Stroh for the guidelines. Still, it is worth remembering that funny advertising, more often than not, doesn’t last long because it has the ‘wear out’ effect, In the above case, the humor is topical.

1 comment:

Patrick said...

Hear ye...hear ye...hear ye.....! lend me your ears, but shut your mouth.... Creative people have always sought to find the topic-de-jeur in their ads. This keeps the brand fresh and alive in the minds of the target audience. Those featured thus far have been quite tastefully applied. The mamak lady was only doing what most mamak in politics have been doing for ages in Malaysia, namely, playing up their 'malay-ness' to the maximum for political mileage. Afterall, if their hero, a certain Kerala-borned mamak could be the ultimate 'malay', why not flaunt that aspect for maximum personal gratification. This is advertising at its best.....!!!