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Expert: Sean Trapani - 4/14/2004


Question
Does humor sell?

Answer
Kudos, Emma. That was the shortest question I've ever received.

So, let me give you a short answer: it depends.

It depends on the audience, the product, what's going on in the world and dozens of other factors that, if we knew exactly what they were, advertising would simply be a science and not an art.

My only caution is this...Yes, humor CAN work. But, it's the hardest advertising to do well. Tread lightly.

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Sean Trapani

Expertise

I am a professor of advertising at the nation's largest art and design school. I teach general advertising courses, copywriting and brand theory.

Experience

I have 15+ years ad agency experience as a copywriter and creative director. My experience covers general agency work, such as consumer print and broadcast, as well as specialized communications such as directory advertising, recruitment advertising and employee communications. My work has received dozens of awards, including ADDYs, Silver Microphones, Tellys and others.

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