There’s one thing us Brits have in common; we all love to laugh. The much-lauded ‘British sense of humour’ is something that unites the nation in fractious times; this has been proved in spades during the pandemic, manifesting itself in viral memes and videos shared ferociously across the internet and in WhatsApp groups. The power of humour has shone through as a coping mechanism in the face of adversity and a tonic that unifies us. In this short video Chris Arning, Founder-Director of Creative Semiotics, chats with ITV’s Cultural Strategy & Insight Lead Lucy Crotty to give a fascinating insight into the three schools of humour, providing crucial knowledge for any brand trying to leverage humour successfully in their marketing.

Learn about the three schools of humour

Lucy & Chris
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