HUMOUR HELPS COMMERCE

Wanganui Chronicle, Volume 77, Issue 109, 10 May 1934, Page 4

HUMOUR HELPS COMMERCE

George?” This is the title of a series of humorous advertisements used by J. Lyons and Co. It has no reference to the Prime Minister of New Zealand; in fact, George is never seen in these advertisements. He has always gone to Lyonch. By the constant reiteration of the term “Lyonch” the ideas of Lyonch and Lunch are joined together in epicurean combination. The aim of the advertiser in this instance is to unite the ideas to such a degree in the consciousness of the public that the term “Lyonch” shall become a catchphrase. To achieve this end humour is enlisted. Humour is the psychological cutting edge, and each advertisement cuts from a different standpoint. The diminutive man with a piano sliding down a stairway asks “Where’s George?” The singer bawling vigorously from the platform is unconscious of the fact that the accompanist has departed. The absence of George from his corner on the tennis court when a lightning service goes over, the chess player who takes an unconscionable time making a move, the absence of the chairman at a dinner party, of the fasting man from the glass cabinet, all prompt the question, “Where’s George?” and the slogan “Gone to Lyonch” is always the reply. The humour of this series of advertisements has cut so deeply into the public consciousness that a demand has been created for their republication in booklet form. The points which commercial advertisers should notice in regard to the success of this series are: One, humour rightly applied is a good approach to the public; two, the “production” of advertisements is well worthy of money being spent in order to secure originality in appeal; three, the repetition of the idea is secured through the continuity of the series. It is the serial nature of the advertisements which provides the repetition of the idea without running the risk of staleness. Those who are interested in the gentle art of publicity would do well to give . considerable study to “Where’s George?’