Many brands recognise that evoking laughter is a sure-fire way to get people’s attention – but that’s easier said than done. Canvas8 spoke to Caleb Warren, a marketing professor at the University of Arizona, to learn about the difficulties of using humour in ads and how this impacts brand loyalty.

While heartwarming and humorous ads remain the popular choice for both marketers and viewers alike, research from the University of Illinois has found emotionally engaging ads aren’t the most memorable, and they may negatively impact consumers' immediate product recall.

Nearly half of UK adults believe that advertising has a positive impact on society, according to a study by the Advertising Association (AA) and Credos. Despite widespread distrust in public and private institutions, it seems people are still optimistic that brands can effect meaningful change.

Celeb endorsements have lost some of their power in the social media era, but what makes bloggers, vloggers, and self-styled fashionistas so effective as spokespeople? Canvas8 talked to Alexander Schouten, assistant professor at Tilburg University, about how influencers convince people to buy.