Humour the secret ingredient to making an ad sucessful

January 14, 2009
Written by CNW Group Ltd.

A full 67 per cent of Canadians say humour is the secret ingredient that makes an advertisement most persuasive, compared to only 7 per cent who feel that ultimately, sex sells.

Moreover, 65 per cent of Canadians believe this country should veer away from European-style commercials that are considered risqué. This is according to the latest research conducted by the Institute of Communication Agencies (ICA) and Leger Marketing in a revealing survey released for Canada's upcoming, inaugural Advertising Week (January 26-30, 2009).

Inspired by the blogosphere, this survey entitled the Adosphere Report, asked Canadians to have their say in advertising. The findings reveal a lot about who Canadians are and how they see themselves.

Want to know more about Canadian culture? Consider analyzing Canadian advertising. A large majority of Canadians (73 per cent) believe this country's unique culture shapes Canadian advertising and reflects it. Sixty per cent of Canadians also say that patriotic advertisements have them brimming with national pride, inspiring them to cheer for Canada either loudly and proudly, or quietly, in true Canadian style.

"Our survey findings indicate that Canadians have a real personal interactivity with this country's advertising," said Gillian Graham, CEO of the ICA. "Canada's first-ever Advertising Week was designed to recognize and celebrate that relationship on a platform that brings the advertising industry and the public together."

Indeed, according to the Adosphere Report, nearly 6 in 10 Canadians (59 per cent) admit looking forward to their brands' favourite advertising. That statistic jumps to 76 per cent among the Generation Y group. Canadians do not appear to be a star-struck bunch however. More than half of the survey respondents (53 per cent) think celebrity endorsements in advertising do not work.

The survey results also suggest that this country is headed for an Advertising 2.0 world. Almost three out of four respondents (71 per cent) believe advertising will become increasingly interactive, reflecting the new Web 2.0 world. As well it should, considering the fact that advertising touches just about every person across the country. The advertising industry contributes more than $24 billion to the Canadian economy, generates $1.5 billion for programming, and donates more than $500 million in pro-bono work each year.

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