Respond to the following (At least 250 words):

Yes, humor in advertising is risky. It can also be devastatingly effective. When done right, humor works -really, really well. Advertising is about getting attention. The best ways to get attention with advertising are with strong visuals, sex, powerful headlines and humor. However, it must be used correctly and there are definitely guidelines to follow. Let's take as an example - the PC/Mac ads with the nerdy older guy and the young sharp kid. Advertising humor works best with established and commonly purchased products. Humor in advertising works for business services (computers), familiar terms, and products we know. Unknown, risky, expensive or sensitive products are not normally suited for humor. Ad humor also needs to be well suited to its audience. If your customers don't get the joke, then the joke will be on you. A sophisticated audience will understand your irony, satire, and puns but a young audience may only understand slapstick comedy or a silly cartoon caricature. Ad humor can backfire. If you make a joke at the expense of any one group, you will surely alienate them. Everyone loved the "Where's the Beef" commercials done by Wendy's ---that is except for the senior citizens. The humor must also be product specific to have the brand remembered. Humor has a very short life.