The use of humour in advertising is widespread and research about it has grown rapidly.
There are now at least 250 academic works devoted to advertising humour with over 150 …

This study extends research on humor effectiveness to videos intended for social media
engagement. A survey and content analysis of 2,911 videos revealed an attitude favorability …

Recent meta-analytical findings in advertising research contradict the assumption of gender-
specific humor evaluations. This article suggests an interaction effect of gender and humor …

Comedic violence advertising has been increasing in the United States, but many studies
thus far have been content analytic in nature. To gain a better understanding of who will find …

Humorous messages can influence consumers differently based on the type of product and
context; this research seeks to determine how humorous versus informative messages …

The proliferation of disparaging humorous advertising (DHA) has garnered significant
interest among researchers due to its dual potential to engage and offend audiences. Its …

Humour as an appeal is one of the earlier appeals that attracted marketers and has attracted
researchers' interest in recent years. In lieu, the current paper systematically reviews various …

Humor preferences depend on the cultural background of the respondents. Designers of
international advertising campaigns thus need to know how to adapt ads to the target …

The aim of this research is to compare and examine the effectiveness of an emotional,
shock, and humor advertising strategies in terms of brand recall, image, and attitudes toward …

This study explores humour in recruitment advertising by examining the effects on job
seekers of humour in online job advertisements. The results from an experimental study in …