Humour is often used in advertising especially in the UK, so I thought it would be interesting to look at a survey by a team of UK scientists who looked at what made people laugh. This could also help you understand why your Italian colleagues are rolling around while you stand by looking puzzled and vice versa.
You can see all about the project at www.laughlab.co.uk but in the meantime, the world's funniest joke is
Two hunters are out in the woods when one of them collapses. He doesn't seem to be breathing and his eyes are glazed. The other guy whips out his phone and calls the emergency services. He gasps, "My friend is dead! What can I do?". The operator says "Calm down. I can help. First, let's make sure he's dead." There is a silence, then a shot is heard. Back on the phone, the guy says "OK, now what?"
Certain groups thought others were funnier but this made most people across the world laugh. (By the way anything considered smutty was omitted as the site was also open to children).
The types of joke that we like by nationality are:
- Brits, Irish, Ozzies, and Kiwis prefer word play of some sort
- Yanks and Canadians like to have a sense of superiority where the joke makes someone look stupid
- Many Europeans like a touch of the surreal and making light of heavy topics such as death
- Germans find anything funny (despite their UK reputation for not having a sense of humour!)
Apparently the funniest time to tell a joke is 6.30 in the evening, which is all very well if you're in the pub with your mates but not so funny if you're still in the office....
So if you are tempted to insert humour into your publicity material make sure you choose the joke carefully to appeal to your chosen nationality and your chosen audience. Also try it out on a few customers first to ensure that it doesn't offend. You don't want to alienate your clientelle. And try to get them to view it at 6.30 in the evening in the middle of the month!
