Crossing Advertising Borders with Humor

Two girls of different race laughing while conversing

Humor is a good way to initiate a conversation and bring people together. However, it can also alienate others or lead to awkward stares, especially if you try to tell a joke to people from other countries and cultures. Do not let these deter you because you can use jokes in your advertising campaigns.

Experts cite the following way you can use humor for marketing campaigns in other countries and cultures.

Use of Universal Jokes

Universal jokes are the easiest to adapt or even translate to another culture. These are the simple facial or hand gestures that would make even babies giggle. Some topics covered by this sense of humor include body odor and some physical characteristics and ailments.

Slapstick jokes fall into this category as well, as even the antics of Charlie Chaplin can elicit laughter from those who see it.

Leverage Cultural Humor

professional language translation expert cites that cultural jokes for advertisement are a hit or miss. When they click, you have an influential and unforgettable ad campaign that brings in customers and boosts the bottom line.

When you miss, the people who see your marketing materials remember you for all the wrong reasons and your brand may end up as a joke as well. If you plan to use this kind of humor for campaigns, you need to have a deep cultural understanding of the people you tell it to.

The language used, tone and the translation of words are important to pull it off successfully.

Funny Puns

The English language presents multiple opportunities to use witty puns and homophones. The wordplay can be a catchy tagline if you want to reach a wider audience and connect with them through humor. However, this is tricky, when you translate it to another language and culture.

There may be homophones, but the context at which locals use them may be different.

Humor is a good marketing tool that humanizes your brand and allows you to connect with your audience. However, translating a joke to another culture is difficult, and requires knowledge of the other country and may require more than a direct translation.