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# How to make funny ads using Bergson’s humor mechanisms
- URL: https://www.unbore.com/how-to-make-funny-ads-using-bergsons-humor-mechanisms/
- Published: 2026-03-04T22:50:12.000Z
- Updated: 2026-03-06T15:25:53.000Z
- Description: Philosopher H. Bergson discovered the mechanisms that make humans laugh. Here's how to use them for marketing.
- Author: Shlomo Genchin
- Tags: Brainstorming

Philosopher H. Bergson discovered three mechanisms that make humans laugh.  
Here’s how to use them for marketing.

![Philosopher H. Bergson](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1-2.jpeg)

Henri Bergson

## 1\. Inverted World

![inverted ads wonderbra and pringles hot and spicy hot air balloon](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/2-2.jpeg)

To come up with “Inverted World” ideas, I ask myself:

- What are the social norms regarding my product and the way people use it?
- Can I turn it right around?
- Reverse roles? Positions? (e.g., human vs. animal, man vs. machine)

## 2\. The Unaware Person

![unaware person ads](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/3-2.jpeg)

Ask:

- What problem or danger might the product’s BENEFIT cause?
- Under what circumstances will you need the product most?

## 3\. Word Play

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/4-2.jpeg)

Ask:

- What idioms, lyrics, or quotations does this product bring to mind? Can you twist them?
- What other words sound like the product or its features? Can you develop wordplay around them?
- What if I spell it wrong, or backwards?
- Are there any double meanings hiding in the product’s description?