Influence of Humor on advertising

Use of Humor in Advertising had been common since a long time but the impact of Humor on Advertising had not been studied and revealed much even today. One needs to remember that the use of humor doesn't guarantee the betterment of advertisements or the commercial messages. One could improve the effects of humor on advertising messages if the humor is applied very carefully in the advertisements. Previous investigations of the influence of humor on advertising message comprehension have generally found humorous commercials to be no more effective than comparable serious messages. This study re-examines and rechecks humor's influence by focusing on type of humor measurement (manipulated vs. perceived) and humor location in the advertisement. Findings indicate that humor does promote advertisement message understanding, and offer support for commercial message information processing and operant conditioning explanations of the humor influence process. It is not surprising that advertisers invoke humor, as it can make a big contribution to an ad's memorability.