Are Media looks to humour to drive engagement with women

May 27, 2021 10:42

Are Media has undertaken research on the use of humour in advertising, using cultural analysis, quantitative and qualitative analysis and AI-driven semiotics of social media posts.

The research will be used to inform editorial and commercial content across Are Media’s portfolio of brands as part of The Positivity Project, which will highlight the impact positivity has on health and wellness.

The ‘Humour’ research found women are more likely than men to use humour when they are worried or stressed, 87% for women compared to 82% men, and when they are grumpy or in a bad mood, 84% of women compared to 7% of men.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.