The Bottom Line

Does Funny Sell?

Is humour the most effective way to get your product noticed? If so, why does it seem that the use of comedy in advertising is in decline? Recent research by Kantar found that 90% of consumers were more likely to remember and purchase a brand if the advert made them smile. So why the downturn? Are multi-national brands looking for a one size fits all approach, or are brands frightened of offending potential customers? Evan Davis and guests discuss.PRESENTER: Evan Davis GUESTSRory Sutherland, VP, Ogilvy UKLucy Greeves, Author and Creative StrategistDom Dwight, Marketing Director, Taylors of Harrogate and Yorkshire TeaADVERT CLIP: Yorkshire Tea - Induction Training with Sean Bean
Courtesy of Taylors of Harrogate, Yorkshire Tea
Creative: Lucky Generals Advertising AgencyPRODUCTION TEAMProducer: Julie Ball
Editor: China Collins
Sound: Graham Puddifoot
Production Co-ordinator: Brenda BrownThe Bottom Line is produced in partnership with The Open University

The definitive business podcast from the BBC. Each week, the BBC's Evan Davis is joined by bosses, entrepreneurs and industry experts, to lift the lid on how their businesses work, and what it’s like to be in charge. They discuss a big issue, a big challenge, or a big question facing their industry. From managing AI to managing millennials, from supermarkets to supercharging a new product.And our guests will share their stories of success and failure along the way.  Podcasts are published every Thursday. And as well as being a podcast, we are also available every Thursday afternoon and Tuesday evening on BBC Radio 4. You can now also listen to The Bottom Line on a smart speaker. If you want to listen, just say "Ask BBC Sounds to play The Bottom Line”. It works on most smart speakers.The Bottom Line has published a spin off series - Decisions That Made Me - where Evan asks entrepreneurs and business leaders about the most crucial moments in their lives and careers. You can watch these episodes here: https://t.ly/oJ8lW. Got a question or a comment? Get in touch with Evan and the team on email at bottomline@bbc.co.uk.