The best products to sell using humor tend to be those that consumers have to think least about. Products that are relatively inexpensive, and often consumable, can be represented without providing a lot of facts, and that’s where there’s room for humor. Candy, food, alcohol, tobacco and toys/entertainment related products have proven to benefit most from humor in their campaigns. One of most important things to keep in mind is relevance to product. An example of an extremely successful humorous campaign is series of “Yo Quiero Taco Bell” commercials. The star, a tiny talking Chihuahua who is passionate about his Taco Bell got people repeating company’s name across country. The repetition of company name and actual content of commercial reinforce message in a relevant manner. Taco Bell saw a substantial rise in sales and their own mascot became a pop icon.

Having selected their sources, browsers should begin with index, if one exists. Often, only larger and more sophisticated sources have sufficient adverts to justify indexes. If they don’t justify one, it’s usually necessary to read long lists of adverts arranged in alphabetical order. If source is large and indexing is good, it’s possible to go straight to main class or sub-class for adverts of interest. Browsers need to be wary of all other interesting classes though, which may tempt unwary off-task, towards dark, dark world of impulse purchasing. Static classes labelled ‘Computers & Internet’ are tempting enough for author. Dynamic classes like ‘Hot ads’ on websites are irresistible.

Staying in light and firmly on-task, it’s now possible to focus on main advert class or sub-class of interest. Browsing, at least initially, should be broad and shallow, to ensure that all of purchasing options are considered on merit. From this research, it should be possible to generate a list of buying criteria, ranging from essential ‘must have’, to desirable ‘could have’ points. This, in turn, could lead to best make and model. The beauty of browsing is its very ‘weightlessness’, for want of a better word. Effective browsers scan classified ad captions quickly, skim their descriptions, and only dally when a criterion or interesting product warrants notation. Adverts classified wrongly are skipped easily.

Browsers’ weightlessness is handicapped though when there is insufficient colour contrast between paper (background) and text (foreground). Light grey text on lighter grey paper, for example. Other grave handicaps include inappropriate font, and font size, selections; right text justification in columns and display boxes; and other awkward spacing arrangements to do with ‘leading’. Classified ads written solely in italic or emboldened text, and/or with every word underlined, are similarly difficult to read. Those classifieds composed with capitals letters seem intimidating. Whilst those composed with tiny, or extremely tiny, fonts seem too timid to be worthy of much attention.

Whatever happened to short sentences or phrases? Whatever became of correct spelling in classified ads? These qualities complement browsing and illustrate that advertisers care about customers. This said, it appears acceptable to forego some points of grammar and punctuation. To some extent, they seem less important than clear typography, brief sentences and accurate spelling.