A Cow on a Trampoline

...Or how humour works in ads.

Dozens of academic papers show humour makes ads more effective — but how exactly does it work?

When asked, there’s a tendency for marketers to list the ways, almost in a spray-and-pray fashion. One influential book, A Smile in the Mind: Witty Thinking in Graphic Design, notes no fewer than nine ways in which humour works in brand communications.

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