Some common ingredients of advertisements were not singled out for separate mention in the list of fifteen because they are not appeals in and of themselves. They are stylistic features, influencing the way a basic appeal is presented. The use of humor is one, and the use of celebrities is another A third is time imagery, past and future, which goes to several purposes. For all of its employment in advertising, humor can be treacherous, because it can get out of hand and smother the product information. Supposedly, this is what Alka-Seltzer discovered with its comic commercials of the late sixties; “I can’t believe I ate the whole thing,” the sad-faced husband lamented, and the audience cackled so much it forgot the antacid. Or, did not take it seriously. But used carefully, humor can punctuate some of the softer appeals and soften some of the harsher ones. When Emma says to the Fruit-of-the-Loom fruits, “Hi, cuties. Whatcha doing in my laundry basket?” we smile as our curiosity is assuaged along with hers. Bill Cosby gets consumers tickled about the children in his Jell-O commercials, and strokes the need to nurture. An insurance company wants to invoke the need to feel safe, but does not want to leave readers with an unpleasant aftertaste; cartoonist Rowland Wilson creates an avalanche about to crush a gentleman who is saying to another, “My insurance company? New England Life, of course why?” The same tactic of humor undercutting threat is used in the cartoon commercials for Safeco when the Pink Panther wanders from one disaster to another Often humor masks aggression: comedian Bob Hope in the outfit of a boxer promises to knock out the knock-knocks with Texaco; Rodney Dangerfield, who “can’t get no respect,” invites aggression as the comic relief in Miller Lite commercials. Roughly fifteen percent of all advertisements incorporate a celebrity, almost always from the fields of entertainment or sports. The approach can also prove troublesome for...
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