Understanding Psychology (10th Ed)

 
Module 52 
Attitudes and Social Cognition 
581
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PsychWork
ADVERTISING AGENCY CREATOR
Name: 
Vlad Kolarov
Position: 
Advertising Agency Creator, 
British Columbia, Canada
Education: 
BA in Law, Sofi a University, Sofi a, 
Bulgaria
Over the years, businesses have used dozens of different ways 
to catch our attention and lure us into buying their products 
or services. For Vlad Kolarov, owner of the FunnySells.com 
advertising agency, humor is the best approach. 
“Humor is universal. It makes us feel better. Everybody 
likes a good laugh, even people who say they do not have a 
sense of humor,” he noted. “Companies that use humor in 
advertising campaigns generally enjoy a boost in the sales of 
their product and service. The trick, however, is creating a 
memorable, humorous advertising campaign. Humor and 
comedy, as a genre, are the toughest to master. 
“When done correctly, companies can use it to create and maintain a brand iden-
tity; introduce a new product, service, or a change in the existing one; increase the 
buzz-value of the brand or the company; and increase sales,” he added. 
Using humor as a promotional tool can be benefi cial but tricky as well, according 
to Kolarov. 
“An advertising company needs to determine what the target audience is and 
determine the best way to present the advertised product or service. When things 
are not done correctly, they may have a reverse effect,” he explained. 
Is there anything that can’t be promoted with humor? 
“I’d like to say no, but the fact is there are products I personally will choose not 
to advertise with humor. Then again, every rule has an exception. When done clev-
erly and tastefully, even things we consider impossible can become successful. In this 
business, as in life, one has to keep an open mind,” Kolarov said.