![]() Courtney has performed in commercials for brands such as ‘Skittles,’ ‘Glade,’ and ‘General Mills.’ She has performed in several TV series, such as ‘Mad Men,’ ‘Cavemen,’ and ‘United States of Tara.’ She was part of the main cast of the series ‘Fred: The Show.’ Courtney lent her voice to the ‘Adult Swim’ comedy ‘Tom Goes to the Mayor.’ She has appeared in movies such as ‘Melvin Goes to Dinner,’ ‘The Heartbreak Kid,’ and ‘The Brothers Solomon.’ Although Courtney has performed in movies and TV series, she is most popular as ‘Flo,’ a character she still continues to portray. The plain-looking ‘Flo,’ with unassuming attire, is a favorite of many TV viewers. Her character, ‘Flo,’ is one of the most recognizable characters in advertising. Later, she joined the sketch-comedy group ‘The Groundlings.’ It was the advertisement for ‘Progressive Corporation’ that made her popular. Courtney wrote and performed the sketch comedy ‘Those Courtney Girls,’ along with her sister. Following her graduation, she studied acting at the ‘Neighborhood Playhouse School of the Theatre,’ while working part-time as a secretary. She is best known for her portrayal of ‘Flo’ in the commercials for the American insurance company ‘Progressive Corporation.’ Since her childhood days, Courtney was passionate about acting. Building attention and memorability for ads are good objectives as long as the sentiments toward the brand are positive.Stephanie Courtney is an American actor and comedian. This is where the ad objectives come into play. But if you do it wrong, God help you.”Ĭiting years of academic research he and colleague Chuck Gulas have analyzed, Weinberger puts it very concisely, “We have found that an ad intended to be funny had better be funny and that at the same time it must avoid being offensive. If done well, you activate some powerful cultural common ground. So, you need to treat those cultural relics with great care. There’s a lot of cultural capital at stake, and that raises the bar for everybody involved. As Sean McBride states: “You have to be careful when you’re co-opting pop culture, especially when you’re resurrecting or reintroducing something people love. It really is essential to copy test ad using humor as not everyone always reacts the same way and, especially with edgy humor, can be risky. No doubt, there are some caveats when using humor. Weinberger sees humor and emotion as closely intertwined: “In general humor should trigger mirth which is itself a positive emotion.” As such, if done appropriately, which he observes has sometimes been affected by the national mood, it has high upside potential.Ĥ) Copy test When Using Humor Because There Is Sometimes a Fine Line Between Amusing and Offending And making someone laugh absolutely constitutes making an emotional connection - I would argue a more natural and more valuable emotional connection.” As he puts it, “Humor is the most valuable tool we’ve got in advertising. Jim Cashman is probably most famous for appearing in a series of commercials for the car insurance company. To me, a commercial is pretty similar.” He also believes that the emotion connected with humor has been defined too narrowly, focusing on the anthemic or sappy which can get labeled as being more meaningful or valuable interactions. Jim Cashman is an American actor and writer who has a net worth of 3 million. More often than not, humor is the best way to do that. In commenting on the link between humor and emotion, Arnold’s McBride uses a comparison to wedding toasts: “Why do all wedding toasts (or at least all halfway decent wedding toasts) always start with jokes? Well, the goal is to try to establish emotion common ground with a room full of people you don’t know, as quickly as possible. ![]() Humor has a better track record on attention, positive associations and getting into the consideration set than triggering sales.”ģ) At Its Best, Humor Works By Appealing to Emotions He observes: “Liking of the ad, positive associations, putting a brand in a consideration set or triggering behavior. ![]() Marc Weinberger, who had co-authored a book on humor in advertising and has followed research on the topic for many years points out that research evidence consistently suggests that running humorous ads alone are not likely to drive sales. ![]() ![]() The premise is that while Progressive can’t help you from turning into your parents, they can insure that home purchase, and your car too.Ģ) Humor In Executions Is Good For Building Awareness and Positive Associations, But In Isolation Does Not Drive Sales in Most Contexts. The spot is part of the “Parentamorphosis” campaign, in which regular people start becoming like their parents once they buy their first home. Progressive’s current “Guys Night Out” spot represents another example of effective execution. ![]()
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