- A survey carried out by Leo Burnett USA has revealed that humorous ads are a winning formula among Americans, while ads that use sex appeal fall flat.
The research found that 80 per cent of Americans like ads that make them laugh while only 10 per cent like ads that use sex appeal.
However, ads that give information about products were favoured by 61 per cent while ads that poke fun at a subject got the thumbs up from only 22 per cent.
According to Gerry Miller a managing creative director at Leo Burnett USA ads that poke fun are essential to advertising in Britain while it is ads with facts that Americans want.
"Rule number one is: never sell. Rule number two is: seduce with entertainment, humour, cleverness. The British love puns and puzzles.. What do Americans like most? Facts, facts and more facts."
The survey was carried out through Leo Burnett's proprietary Dialogue system which is used to track the feelings and motivations of consumers via telephone interviews.