Humor in Advertising: Its Effect On Consumers' Buying Behavior

Humor in Advertising: Its Implications on Consumers’ Buying Behavior
A Research Proposal Presented

to the Faculty of the Senior High School
University of Saint Louis
Tuguegarao City, Cagayan
In Partial Fulfillment
of the Requirements for the Course
SENIOR HIGH SCHOOL
By
Batalla, Rozel Anne D.

Binuluan, Audrei Caesar E.
Constantino, Jade Ann L.
Gayagoy, Thea Joy U.
Guzman, Chervyn Mae G.
Pascua, Micah P.
April 2019
Humor in Advertising: Its Implications on Consumer’s Buying Behavior | i

ABSTRACT
Humorous advertisement is very rampant in the field of advertising for businesses

believe that humor in advertisements can greatly attract and convince consumers
attention. Other researchers have concentrated on the effects of humor advertisement.
This study aims to identify the implications of humor in advertisements on consumers’
buying behavior and how it affects their comprehension on the provided information
about the product. The researchers made use of a descriptive qualitative design and
gathered data from thirty senior high school students of the University of Saint Louis
Tuguegarao who were chosen through convenience sampling. This study showed that
humorous advertisements convince customers. However, they were not satisfied with
the information presented by the humorous advertisement. Future researcher needs to
let their informants or respondents completely elaborate their answers corresponding on
every research questions. Businesses who utilizes humorous advertisement should
provide necessary and complete information of the product and services they advertise.
Keywords: humorous advertisement, humor, food advertisement, consumers, buying

behavior
Humor in Advertising: Its Implications on Consumer’s Buying Behavior | ii

TABLE OF CONTENTS
Title Page
Title Page .……………….………………………………………….. i
Abstract .……………….………………………………………….. ii
Table of Contents ….………………………………………………………… iii
List of Figures …….……………………………………………………… iv
INTRODUCTION
Background of the Study …………………..……………………… 1
Research Questions ………………………..………………… 2
Significance of the Study ……………………………..…………… 2
Literature Review ………………………………….………. 2
Research Simulacrum ……………………………………..…… 4
METHODS
Research Design ………………………………………….. 5
Locale of the Study ………………………………………….. 5
Participants of the Study …………..…………………………….... 5
Data Collection Procedure ………………..………………………... 5
Data Analysis ……..………………..………………….. 5
Ethical Considerations …………………..………..…………….. 6
Rigour …………………..………..…………….. 6
RESULTS ………………………………………….. 7
DISCUSSIONS ………………………………………….. 8
CONCLUSION ………………………………………….. 9
RECOMMENDATIONS ………………………………………….. 9
REFERENCES ……...……………………………..……. 10
APPENDICES
A. Literature Matrix ….….…………………………………… 13
B. Variable Matrix ….….…………………………………… 26
C. Letter to Vice President ….….…………………………………… 27
D. Informed Consent ….….…………………………………… 28
E. Interview Schedule ….….…………………………………… 30
F. Research Transcript ….….…………………………………… 31
G. Code Guide ….….…………………………………… 46
Humor in Advertising: Its Implications on Consumer’s Buying Behavior | iii

LIST OF FIGURES
Figure No. Title of Figure Page

1 Humor in Advertising: Its Effect on Consumers’
Buying Behavior 4
Humor in Advertising: Its Implications on Consumer’s Buying Behavior | iv

INTRODUCTION
Advertising is a very important marketing strategy that companies/businesses

use in order for them to gain profit. It is an essential tool in creating a good brand image
in the consumers’ mind. The prime aim of advertising is to influence on buying behavior
though, this impact about brand is improved or reinforced repeatedly in people’s
memories (Zahid et. al.,2016). Throughout the years, advertising has been evolving and
trying to meet the needed and expected information of the users. They have to find a
way to make their products appealing and be remembered by the viewers/ consumers.
Advertising, in this generation, can be spread through the internet, newspapers, radios,
and televisions.
According to the Oxford dictionary, humor is the quality of being amusing or

comic, the ability to express humor or amuse other people, a mood or state of mind. Still,
humor appears in various forms that such a standard definition cannot cover. What is
funny to one person is not for other.
Humor as an advertisement appeal is used to sell products. Society nowadays

simply shops for pleasure, enjoyment and fun, where in most case humor is the suitable
choice of appeal. Many of the most memorable advertisement campaigns tend to be
funny. Humor is the word, which is the hardest to define yet familiar to people across all
languages. While it is used frequently, humor in advertising remains controversial.
Humor has been credited with attracting attention to an advertisement, increasing
comprehension of the advertisement, contributing to the positive attitude toward the
advertisement and enhancing the positive attitude toward the advertised product. For
this reason, humor is used in about 24 percent of prime time television advertisements
and 35 percent of radio ads (Clow, 2007). According to the Nielsen Global Survey of
Trust in Advertising (2013), 29000 respondents in 58 countries showed that humorous
advertising resonated most. Marketing posts involving humour are ranked as the top
reason that consumers are willing to interact with firms on social media (Nielsen, 2015).
Importantly, marketing promotions on social media through humour can generate large
amounts of reposts in a short time period (Northrup, 2015).
In this study, the researchers identified the impact of humor in advertising on the
consumers’ buying behavior. The researchers have identified if humor in advertising
really helps a business create a brand image or not. Also, humor in advertising helps the
consumers remember a certain product and be engaged in buying the promoted
product. Other researchers have concentrated on what are the effects of humor
advertisement. Therefore, in this study the researchers studied how the humorous
advertisement affect the information they need to know about the product advertised and
if the advertisement really convinced them to buy the product. This study identified that
consumers find humor in advertising helpful in their decisions when buying
goods/services. There are many effects of humor in advertising and the researchers
have identified these effects to help both the consumers and businesses.
Humor in Advertising: Its Implications on Consumer’s Buying Behavior | 1

Research Questions
This study aims to determine how humor advertising affects the decision of
consumers to purchase products in Tuguegarao City, Cagayan. Specifically it aims to
describe the following:
1. What are the benefits of humor advertising to the buyers?
2. How does humor in advertising affect their decision of buying products?
3. How does humorous advertisement affect their:
a. Product Recognition
b. Product Information
Significance of the Study
This study provided information to the consumers on what are the effects of
humor in advertising on their buying behavior. They learned about the different
advantages and disadvantages of humor in advertising that could possibly help them in
their decision making in buying such product. This didn’t only involve the buyers, but
also the company. The results gave information on the company to help them improve
their advertising techniques and to know if such strategy is effective to persuade the
customers in buying their products. And to the future researchers, the data collected can
be their basis in conducting their study and can learn more lessons from the methods
which they can adopt in their future studies.
Literature Review
Underpinning Theory
This study is anchored to Mr. Hovland's "Message Learning Theory" which posits
that the more people learn and remember from an ad, the more persuasive the ad will
be. His research was designed around the step-by-step process through which people
are persuaded: attention, comprehension, yielding and retention of the message.
This theory would help the researchers identify whether or not the advertisement
really convinced the consumers to try the product. Through this theory, we could have a
better DAGDAGGGGG!!!!!
Literature by Themes
Humor as an Advertising Strategy
Humor as an advertisement appeal is used to sell products. Society nowadays

simply shops for pleasure, enjoyment and fun, where in most case humor is the suitable
choice of appeal. Many of the most memorable advertisement campaigns tend to be
funny. A dictionary definition of humor are the quality of being amusing or comic, the
ability to express humor or amuse other people, and a mood or state of mind (Oxford
dictionary). Still, humor appears in various forms that such a standard definition cannot
cover.
Creating good advertising message is very important segment in the promotion

of a company. Humor produces positive effect in advertisement without changing or
improving any brand information in advertisement. On the other hand, the use of humor
may not be suitable for certain products or services, is thought to lead to faster

advertising, may offend some members of the audience and may result in the so-called
"vampire effect," where the humor sucks attention away from the advertised
product/message. However humor present in advertisements attracts more consumers’
attention and creates recall. Humor increases purchase in deed more often than any
other forms of entertainment, while too much humor reduces purchase intent. (Koneska
et al., 2017; Hansen J. et al., 2009; Teixeira and Stipp, 2013; Eisend et al., 2014)
The impact of humor in advertising has been rather stable over the past
decades. Three studies clarify some ambiguous prior conclusions: humor significantly
reduces source credibility, enhances positive affect, and increases customer’s purchase
intention. Humor in ads may influence product liking in multiple ways. One of the most
prominent features of humor is its convictive nature. A humorous context may increase
liking for the source at the same time creating a positive mood. Humor does serve to
make the audience laugh, make the viewer happy and create positive mood. In general,
humor itself has a permanent presence and a specific role in advertising. However, it
should be underlined that humor should be used carefully in advertisements; otherwise it
may result in resistance. (Eisend M., 2010; Kovindasamy et al., 2017; Strick et al., 2009;
Djambaska A., 2016; Hatzithomas et al., 2010)
Effect on Consumers’ buying behavior
Elbers (2013) found in her study that people who value benevolence have a less
positive attitude towards the advertisement after seeing an advertisement with non-
offensive humor. Also it appears that, people who value achievement and security more,
shows higher levels of purchase intention after seeing offensive humorous
advertisements.
Humor attracts the people’s attention, more comparatively than Non Humorous
ads. Many studies proves that humor is persuasion and cognition of advertisements for
any product, for it is not harmful for product information and advertisement related
aspects because humor increases liking and more convincing than non-humor ads.
Related humor get direct impact on sale and it promotes product easily. Add on humors
conveys information much easier. Generally creative works are highly used in humor
advertising, sometimes the great humor creators are praised more. Humor is more
suitable on service products which require little abstraction to understand, low involving
or low personal identification that are related to tangible objects, (Senthilkumar, N. &
Venkatesh, S., 2015; Djambaska et. al.,2016; Hatzithomas, L., 2009; Texiera et. al,
2014; Tareq H., 2017; Lee, 2015)
Among the downsides of using humorous and other entertainment in ads are
instances when it is not perceived in a positive manner, thereby generating a negative
consumer’s response. This is the case of boring, stale, or offensive humor, or that which
reduces credibility. A study states that when positive entertainment distracts the viewer
from the brand and its attributes, thereby harming comprehension. It was explained that
an individual can pay close attention to an advertisement for its entertainment value and
this may detract the customer from actively processing brand-relevant associations. The
proper development of humorous content is very hard to achieve especially for it is to be
used in developing product or brand information but somehow too much humor in ads
can simply overcrowd the product’s message. (Yoon, H. & Tinkham, S., 2013; Zahid et
al., 2016; Upadhyaya M., 2015)

Research Simulacrum
Advertisements is a progress in our country, more especially in marketing

businesses’ products and services they offer. The figure depicts the relationship of
humor in advertisements and to what it implies the consumers’ behavior. It also shows
how humor alone affects the consumers’ purchasing decision. In this study, we
calculated whether add on humors in different kinds of advertisements can help to sell a
product or to convince consumers to purchase and use the product and services. Does
humor in advertising has a big impact on customers purchasing behavior? Through this
paradigm, the researchers will totally figure out the connections of these variables.
HUMOR
Jokes, funny
stories. A funny or
amusing quality.
ADVERTISEMENT
Something that is shown or

presented to the public to
help sell a product or make
an announcement.
CONSUMER’S BEHAVIOR
The emotional, mental and

behavioral responses of
consumer associated with
the purchase, use and
disposal of goods and
services.
Figure 1: Humor in Advertising: Its implications on Consumers’ Buying Behavior

METHODS
Research Design
This study made use of the descriptive qualitative research design. It is a research
method designed to make a comprehensive summarization, in every day terns, of
specific events experiences by group of individuals. This study sought to find out how
humorous advertisements affect the buying behavior of senior high school students.
Locale of the study

This study took place in Tuguegarao City, Cagayan. Specifically at University of
Saint Louis Tuguegarao, Senior High School Department.
Participants of the Study
Data was gathered from thirty (30) Senior High School students at University of Saint
Louis Tuguegarao during the second semester of school year 2018-2019 and was
chosen through Convenience sampling technique.
Data Gathering Procedure
The researchers first asked for permission from the head of the research area, ,
the principal of the High School Department, and the Vice President for Academics, Mr.
to conduct an interview inside the school, which took place for exactly 3 weeks. To start
the interview, the researchers first asked the permission from the respondents to ensure
that the researchers will not interrupt the activities and schedules of the respondents and
be able to gather the data efficiently. The researchers made a letter of consent that
allowed the respondents to choose whether to participate or not. The respondents were
informed about their anonymity and the confidentiality of their answers. The method
used by the researchers is an In-Depth Interview. The researchers let the respondents
watch an advertisement with humor, which is the advertisement of Fita crackers. After
that, questions were asked. All the respondents viewed the same advertisement.
Researchers used an individual interview approach wherein only one respondent was
interviewed at a time. Then the researchers started the interview. When the interview
was done, the researchers let the respondents ask questions about the interview
conducted.
Data Analysis
Thematic analysis was used in measuring the information. It is a flexible data

analysis plan that qualitative researchers use to generate themes from interview data.
According to Braun and Clarke (2013), there are six phases of Thematic Analysis
namely:
a. Familiarization
b. Coding
c. Searching for themes
d. Reviewing themes
e. Defining and Naming themes
f. Writing up

Ethical Consideration
This study kept the privacy and confidentiality of the respondents in order to keep
the anonymity of the respondents and the researchers didn’t disposed their personal
information. Research participant are free to withdraw their involvement in the research
for it is mainly voluntary participation. There was transparency regarding about the data
and information gathered from the respondents in order to evade conflicts in analyzing
and interpreting all the data, more especially to have a reliable and more precise
tabulation. The researchers honestly reported the results and findings of the study in
order to have an efficient and effective study.
Rigour of Qualitative Research
The researchers used In-Depth Interview method, which will assess the
credibility of the answers of the respondents. It is a face-to-face interview between the
researchers and the respondent. The researchers used audio recording to give
validation to the answers.
RESULTS
The researchers used alphanumeric codes for each respondent to maintain

anonymity. The data were collected among 30 senior high school students to fully
assess data consistency. After a thorough appraisal of the informants’ responses, the
researchers transcribe the data to classify the significant statements and infer the
meanings of these statements.
Theme 1. Humorous Advertisement allows consumers to remember products

better
Some of the informants on humorous advertisements’ effect on their product

recognition resulted to a positive effect. Most of the respondents remember the product
more because it is advertised with humor and the funny factor is what lasts in their mind
that make them remember the product better. The humorous advertisement not only
allowed them to laugh but also to create a lasting effect and make them remember the
product whenever they feel the need to consume the product advertised. Twenty (20) of
the respondents answered that the use of humor in advertisements made them
remember the product for it is catchy and funny.
Some of the verbalizations of the informants are as follows:
RESPONDENT 5: “For me, I remember the product even more because

of the incorporation of the humor in the advertisements. The humor allows
me to have a clear memory on what was in the advertisement shown.”
RESPONDENT 7: “It is funny and catchy.”
RESPONDENT 23: “Yes because it will play in my mind whenever I will

see fita and I think that that would be considered as “I remember” the
product directly.”

RESPONDENT 24: “It catches the attention of viewers, because the
advertisement with humor is like intense because we can’t predict the
flow.”
Theme 2. Humorous Advertisement convinced the consumers’ to buy the product
Most of the informants’ answer on whether the humorous advertisement affected

their decision to buy the product resulted to a positive effect. The advertisement allowed
them to know that the advertisement is worth sharing to others. Which simply shows that
humorous advertisements are not only to convince the customers to consume the
product through humor but it also conveys a message behind the humorous acts.
Sixteen (16) of the respondents answered that the humorous advertisement conveyed a
message that the product advertised was for sharing. And that the advertisement was
funny which is why they decided to try/buy the product advertised.
RESPONDENT 5: “Yes because the advertisement showed that the

product fita contains a lot and that it is for sharing.”
RESPONDENT 9: “Yes. The uniqueness of the advertisement and of

course because it is humorous.”
RESPONDENT 12: “Yes because the story has a twist and not just
product centered.”
Theme 3. Humorous Advertisement doesn’t provide the information needed by the

customers
The respondents’ answers on whether the humorous advertisement provides

them the information needed for them to decide on buying the product were negative.
Most of the respondents said that it was more on attracting and not convincing, as they
were not informed clearly on what are the benefits they would gain when they will
consume the product. The advertisement didn’t justify the taste and characteristics of the
product. Which made it not enough to provide the information the consumers need.
Nineteen (19) of the respondents said that it was more on attracting not informing and
that it didn’t make the product’s characteristics clear to them.
RESPONDENT 3: “No because the advertisement was incomplete and

didn’t even give any information about the product. I like the typical
advertisement better because although it doesn’t have humor, it justifies
the product through information. ”
RESPONDENT 9: “No because for me, if I am going to buy a product, I

shouldn’t be simply full from the food itself but also from the knowledge
about the product. And if I already know that, then that’s the time that I

can say that I am satisfied with what I know, then I can already buy the
product.”
RESPONDENT 11: “No, because the product was not clearly shown for it
focused more on the humor.”
DISCUSSIONS
Humorous Advertisements are medium for communicating products or services

to reach a wide array of consumers to different places. These may be delivered through
different strategies; these may be formal, humorous, tragedy, etc. But among these
strategies, Humorous advertisement are prevalently used as a strategy in convincing
consumers, inform the buyers, and to provide a unique entertaining advertisement. In
this study, we weren’t able to completely ask the respondents about their insights on the
advertisement. We just simply asked them the interview questions and that’s it. We
recommend that the future researchers, completely get the idea of the respondents
through continuously asking them when they’ve said some unclear thoughts.
Theme 1. Humorous Advertisement allows consumers to remember products

better
The use of advertisements by companies and businesses have reached to
variant strategies to introduce their product. The respondents claimed that the strategy
of using humor in advertisements allow them to remember more the product advertised
with such strategy. Humor in advertising has an impact on consumer’s recall appropriate
for building brand’s image (Hoang, 2013). Humorous advertisements are proven to have
remarkable impact both in product recalling and in purchasing decision when used in
advertising (Kovindasamy & Ogundare, 2017). Most people remember a product
specifically in food industry when advertising is integrated with humor (Koneska,
Teofilovska, Dimitrieska, 2017). As cited by Kovindasamy and Ogundare (2017),
advertisements that has the element of humor, stays longer in the minds of the
consumers (Chan, 2011). As also found by Kovindasamy and Ogundare (2017), as the
manner of usage of humorous advertisements, the product can be easily retained in the
minds of consumer. According to Tareq Hashem (2017), Humor in advertisements
possess a significant impact in the formation of the product in the consumer’s mental
image.
Theme 2. Humorous Advertisement convinced the consumers to buy the product

Advertisements has a primary objective to inform about the product and convince
the consumers to patronize the product. Most of the respondents said that the product
advertised with humor convinced them more to buy rather than the product advertised
with the typical strategy. Humorous advertisements attract attention of consumers
making them persuaded to purchase the product. It enhances liking and influences
consumer buying decision (Koneska et al., 2017). According to Agartwal and Motwani
(2013), Humor appeal used in advertisements motivates the consumers to buy the
product and the attributes of the product plays a significant role in buying persuasion and
decision. As cited by Kovindasamy and Ogundare (2017), the insertion of the humor as
an element of advertisement pleases and convinces the consumers to buy a certain
product.

Theme 3. Humorous Advertisement doesn’t provide the information needed by the
customers
Advertisements are used to inform the consumers about a certain product.
Majority of the consumers claimed that Humorous advertisements doesn’t provide the
necessary and relevant information to the consumers for them to push through in buying
the product for it focused more on entertaining them and not informing. This is the same
as stated by Teixeira, Thales, Rosalind Picard, and Rana el Kaliouby (2014) wherein
they’ve said that, if more entertainment than necessary is inserted in ads, there might be
less time to communicate other potentially non-entertaining but more persuasive
information regarding the product or brand benefits. This is inline with the statement
made by Djambaska, A., Petrovska, I., Bundalevska E. (2015) where they’ve stated that
in general, humor creates a positive mood and produces persuasion when exposed to
an advertisement, beside cognitive response to humorous part, consumer could be
distracted from processing important message information. This occurrence in practice is
called “vampire effect” (Eisend, 2011). “Vampire effect” stands in literature to explain the
effect when humor helps consumers to overcome weaknesses in message
comprehension, but distract them from important information of the message
(Djambaska, A., Petrovska, I., BUndalevska E., 2015).
CONCLUSION
This research study aims to identify the effect of humor in advertising on

consumers’ buying behavior. This paper showed that people like humorous
advertisement rather than the typical advertisement for it didn’t simply convinced them to
buy the product but also because they were entertained. Humor was effective because it
attracts the attention of the consumers and it affects the decision of the buyers to
consume the product. However, they were not satisfied with the information provided by
the advertisement for it focused more on the humor and wasn’t able to give knowledge
about the product being advertised.
RECOMMENDATIONS
The researchers recommend the following:
•Further studies regarding our topic must be done through a purposive interview
to have a more credible data in a most effective time.
•Future researcher must make it a point to let their informants or respondents

completely elaborate their answer corresponding on every research questions.
•Future studies should not only focus on the implications of humor in

advertisement but also to let the respondents identify what is humorous and non-
humorous advertisement in order to assess, comprehend and understand the true
meaning of Humorous advertisement in the field of advertising.
•Businessmen whom utilize the Humorous advertisement in promoting their

product needs to make sure that information of the product and services should not be
over-whelmed by the humors added, for it appears not to be pleasing and convincing
enough for the consumers to buy, use and purchase the product and services
advertised.

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sci-int.com%2Fpdf%2F636327858861139709.-PENDING--OK-
5.docx&ved=2ahUKEwiB4NPz1_vdAhXK62EKHTJrBek4MhAWMAF6BAgHEAE
&usg=AOvVaw01dYGvGJr0Qd1WFvhP2gWS
Zhang, Y. (2009). “The effect of humor in advertising: An individual‐difference

perspective”. Retrieved from:
https://onlinelibrary.wiley.com/doi/abs/10.1002/(SICI)1520-
6793(199609)13:6%3C531::AID-MAR1%3E3.0.CO;2-9

Appendix A
Literature Matrix
Delineating
Bibliography Objective Methods Major findings
factors/ variables
Koneska, L., Teofilovska, The purpose of this Independent In this study they use This paper shows that
J., Dimitrieska, paper is to present Variable: Factors a quantitative design people like humor.
S., (2017) “Humor the attitude of and randomly selected People enjoy in the
in Advertising”. consumers towards Dependent 100 respondents from humorous
European Journal the humorous Variable: Humor in Skopje, capital of advertisements. Based
of Economics and advertisements and Advertising Macadenia using a only on humorous
Business Studies, to explore the sytematic random advertisements people
May-August 2017 concept and usage sampling technque are ready to purchase
Volume 3, Issue 2 of humor in and survey products. Humor
ISSN 2411-9571 advertising to find questionnaire. attracts attention.
(Print) ISSN out its impact on Humor enhance liking.
2411-4073 consumer’s Humor influences on
(online) purchase decision. consumers buying
Retrieved from: decision.
http://journals.eus
er.org/files/article
s/ejes_may_aug_
17/Ljiljana.pdf
Retrieved on:
October 10, 2018
Hoang, AT., (2013) The purpose of this Independent In this paper they use The research revealed
“Impact of humor study was to study Variable: Factors a multiple methods that humorous
in advertising on the consumer and randomly selected advertising has impact
consumer’s decision process respondents from on consumer’s recall
purchase and its Dependent Vietnam using when accompanied by
decision”. determinants, Variable: questionnaires and in- aligning campaign and
Retrieved from: explore the concept Consumers depth interview. product placement.
https://www.these and usage of purchase decision Humor has relatively
us.fi/bitstream/ha humor in impact on encouraging
ndle/10024/67417 advertising to find repurchases but

/thesis_final%20v out its impacts on appropriate for building
ersion_Anh%20H consumer’s brand’s image and gain
oang.pdf?sequen purchase decision. consumer’s fondness.
ce=1 Retrieved
on: October 10,
2018
Agarwal, K., Motwani, The purpose of this Independent In this study Conclusions of this
D.,(2013) “Impact study is to know the variable: descriptive research paper help in clarifying
of Humorous impact of gender & Humorous design was used to the dilemma of
Advertisements age on the degree Advertisements get the primary data humorous
On Customers' of affection to the with the help of close advertisements. Humor
Behavior”. ads and the effect Dependent ended questionnaire. appeal used in
International of humor appeal in Variable: 70 respondents were advertisements
Journal of Ads, on the Consumers selected through motivated the
Advanced consumer’s buying behavior convenience respondents to
Research in decision. sampling. The data purchase the product
Management and collected was but attributes of the
Social Science, analyzed with the help product also plays a
Vol. 2 | No. 10 | of various statistical significant role in buying
October 2013 tools like Chi-square decision.
ISSN: 2278-6236 test, ANOVA etc
Retrieved from:
http://www.acade
mia.edu/5450691/
IMPACT_OF_HU
MOROUS_ADVE
RTISEMENTS_O
N_CUSTOMERS
_BEHAVIORRetri
eved on: October
10, 2018
Zahid, M., Mufti, MN., This study is Independent In this study Results of the study
Shaker, Y., conducted to Variable: Impact of quantitative design show that there is
Naeem, AT., explore the collision Advertisement was used. The positive impact of

(2016) “Impact of of environmental consumers of emotional response on
Advertisement on and emotional Dependent Faisalabad city in consumer buying
Consumer Buying response on Variable: Pakistan both male behavior. On the other
Behavior”. consumer buying Consumer buying and female with age hand environmental
Sci.Int.(Lahore),2 behavior. behavior group 22-35 years response significantly
8(2),1515- who use fast moving and negatively affects
1518,2016 ISSN consumer goods have the consumer buying
1013-5316; been taken as the behavior.
CODEN: SINTE 8 population of the
Retrieved from: study. A convenient
https://www.googl sampling technique
e.com/url?sa=t&s (non-probability
ource=web&rct=j sampling method) has
&url=http%3A%2 been used.
F%2Fwww.sci- Questionnaires were
int.com%2Fpdf% circulated to 250
2F636327858861 consumers to fill the
139709.- survey questionnaire.
PENDING--OK-
5.docx&ved=2ah
UKEwiB4NPz1_v
dAhXK62EKHTJr
Bek4MhAWMAF6
BAgHEAE&usg=
AOvVaw01dYGv
GJr0Qd1WFvhP2
gWS Retrieved
on: October 10,
2018
Kovindasamy, SK., The main aim of Independent They both used The analyses and
Ogundare, EA., the study is to Variable: Factors quantitative and evaluation above have
(2017) “A Study analyze the impact qualitative design. A been able to prove that
of Humor of humorous Dependent sample of 360 there is a remarkable
Advertisement advertisement on Variable: respondents from impact of humour
And Its Influence the purchasing Consumer Malaysia.Furthermore, advertising on the

On Consumer decision of Purchasing data analysis has consumer purchasing
Purchasing Malaysian Decision been carried forward decisions.
Decision: consumers. with the help of SPSS
Evidence From through regression
Malaysia”. and correlation.
International
Journal of
Accounting &
Business
Management Vol.
5 (No.2),
November, 2017
ISSN: 2289-4519
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http://www.ftms.e
du.my/journals/pd
f/IJABM/Nov2017
/34-52.pdf
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October 10, 2018
Upadhyaya, M., (2015) To find out the role Independent The research relied on The study revealed that
“The Impact of of humorous Variable: both qualitative and advertising practitioners
Humorous television Humorous approaches use humorous television
Television advertising in Television to research. The study advertisements because
Advertisement in viewer persuasion Advertisement was conducted in they believed it was
Customer and why humor is Manama and better at achieving
Opinion In used. Riffa Regions with communication goals.
Bahrain”. Indian Dependent both structured and
Journal of Variable: semistructured
Commerce & Customer opinion questionnaires to elicit
Management the required
Studies Volume responses. Data
VI Issue 3, Sep analysis was done by
2015 ISSN: 2240- the use of Statistical
0310 EISSN: Package for Social

2229-5674 Sciences
Retrieved from: (SPSS).
http://www.schola
rshub.net/ijcms/v
ol6/issue3/Paper_
03.pdf Retrieved
on: October 10,
2018
Senthilkumar, N., The purpose of this Independent On this paper The finding revealed
Venkatesh, S., paper to get Variable: Factors quantitative design that humor attracts the
(2015). detailed review was used. people attention more
“Effectiveness of about Impact of Dependent Questionnaires were comparatively
humor advertising humor in Variable: Humor circulated to 250 humorous ads Vs Non
on advertising advertising for 40 advertising consumers to fill the Humorous ads, many
success” years and detailed survey questionnaire. studies proves humor is
International overview about persuasion and
Journal of various humor cognition of
Management and related aspects and advertisements for any
Social Science also it supports product.
Research earlier outcomes.
Review, Vol.1,
Issue.9, March-
2015 Retrieved
from:
https://mpra.ub.u
ni-
muenchen.de/639
73/2/MPRA_pape
r_63973.pdf
Retrieved on:
October 10, 2018
Eisend, M., (2010). “How This study tests a Independent Meta- analyses The results of a recent
humor in cognitive and an Variable: Humor in meta-analysis show that
advertising works: affective model Advertising humor enhances
A meta-analytic based on extant attitudes towards the

test of alternative explanations of the Dependent ad, attitudes toward the
models” effects of humor Variable: Effect on brand, and positive
Retrieved from: along with a new Consumer affect and reduces
https://link.spring affective–cognitive negative affect.
er.com/article/10. model.
1007/s11002-
010-9116-z
Retrieved on:
October 10, 2018
Hansen, J., Strick, M., The purpose of this Independent On this paper The results suggest that
Baaren, R., Hooghuis, study is to explored Variable: Humor in quantitative design humour distracts
M., Wigboldus, the effects of Advertising was used and sixty consumers from
D., (2009). humour in participants (29 consciously, but not
“Exploring advertising on Dependent females and 31 unconsciously,
memory for brand name Variable: Memory males) received a remembering the brand
product memory. for product names questionnaire that names.
names advertised with contained 30
humour”. Journal individual frames of
of Consumer actual TV
Behaviour J. advertisements.
Consumer Behav.
8: 135–148
(2009) Retrieved
from:
https://www.resea
rchgate.net/public
ation/227603195_
Exploring_memor
y_for_product_na
mes_advertised_
with_humour
Retrieved on:
October 10, 2018
Zhang, Y. (2009). “The To investigate the Independent In this paper Results indicate that the
effect of humor in effect of individual Variable: Humor in qualitative design was effect of humor in

advertising: An differences in need Advertising used and randomdly advertising is
individual‐ for cognition on selected respondents moderated by levels of
difference humor's influence Dependent using in- depth audience members'
perspective” on persuasion in Variable: Effect on interview. need for cognition.
Retrieved from: advertising. Individual Advertising humor is
https://onlinelibrar more effective in
y.wiley.com/doi/a influencing audience
bs/10.1002/(SICI) members' responses to
1520- an advertisement when
6793(199609)13: audience members'
6%3C531::AID- need for cognition is low
MAR1%3E3.0.C rather than high.
O;2-9 Retrieved Results also suggest
on: October 10, that the effect of humor
2018 on attitude toward the
brand can be mediated
by attitude toward the
ad
Elbers, J. (2013). This research will Independent This paper used One of the main findings
Humorous investigate the Variable: quantitative design. is that humor in
Advertisements effectiveness of Humorous The data collection advertisement can
and Their different types of Advertisments has been done among eventually lead to an
Effectiveness humor tools, used Dutch HBO- University increased purchase
among in television Dependent students and intention. A strong
Customers with advertisements, on Variable: Nepalese University relationship has been
Different people with Effectiveness students, data found between the
Motivational different among Customers analysis done by humor scale and the
Values. motivational values. quantitative analysis. attitude towards the
Retrieved from: advertisement; between
https://essay.utwe attitude towards the
nte.nl/63592/1/El advertisement and
bers_Judith_- attitude towards the
s_0182427_script brand and
ie.pdf Retrieved purchase intention
on: October
11,2018

Eisend, M., Plagemann, The advertising Independent A total of 196 The investigation of
J., Sollwedell, J. literature includes Variable: Gender subjects participated advertising effects of
(2014). Gender extensive research Roles and Humor in the main stereotyping and of
Roles and Humor on the occurrence in Advertising experiment that was humor indicates that (1)
in Advertising: and effects of conduct- humor positively
The Occurrence gender role Dependent ed online. Students at influences attitudes
of Stereotyping in portrayals in Variable: a German university towards an ad and the
Humorous and advertising. Occurrence of were invited to brand that this ad
Non-humorous Stereotyping and participate via e-mail promotes in stereotyped
Advertising and its consequences using online advertising,
Its Consequences for advertising questionnaire. particularly if non-
for Advertising effectiveness traditional stereotyping
Effectiveness. rather than traditional
Journal of stereotyping is utilized;
Advertising 43(3), (2) humor in
256-273. stereotyped advertising
Retrieved from: produces stronger
https://www.tandf effects for female
online.com/doi/ab viewers than for male
s/10.1080/009133 viewers; and (3)
67.2013.857621?j portrayals in ads are
ournalCode=ujoa evaluated more
20 Retrieved favorably and perceived
on: October 11, as more credible in
2018 cases of non-
traditional stereotyping
than in cases of
traditional stereotyping,
and this effect is
stronger in female
evaluators than in male
evaluators.
Djambaska, A., The aim of this Independent In this study Results show
Petrovska, I., research is humor Variable: Humor qualitative design was correlation effect and in
Bundalevska, E. consumption and used and sample of fact humor related Ads
(2016). Is Humor its extensive use in Dependent Young high educated found as much more

Advertising today’s advertising. Variable: Effects student and 20- 50 effective than those
Always Effective? on today’s travelers using in- without humor and this
Parameters for advertisments depth interview. effect is apparent, when
Effective Use of it comes to highly
Humor in complex and
Advertising. sophisticated humor.
Journal of Also the effect of humor
Management is influenced by the type
Research ISSN of product advertised.
1941-899X 2016,
Vol. 8, No. 1.
Retrieved from:
http://www.macrot
hink.org/journal/in
dex.php/jmr/articl
e/view/8419
Retrieved on :
October 11, 2018
Hatzithomas, L., Zotos, The present study Independent In this study The results indicate that
Y., Boutsouki, C., aims to discuss the Variable: Cultural qualitative design was cultural diversity is
(2009) “Humor role of Hofstede’s Values used randomly reflected in the types of
and cultural cultural selected of 250 humorous devices
values in print dimensions, Dependent respondents from UK that tend to be used in
advertising: a uncertainty Variable: Effect of and Greece using a the UK and Greece.
cross-cultural avoidance and Humor in sytematic random British advertisements
study”. individualism/collec Advertising sampling tecnique and incorporate not only
International tivism, on the use survey questionnaire. sentimental but
Marketing Review of various humor also disparaging humor
Vol. 28 No. 1, types in print types such as
2011 pp. 57-80. advertising, across sentimental humor and
Retrieved from: culturally diverse full comedy, providing a
www.emeraldinsi countries. great deal of
ght.com/0265- pure entertainment. On
1335.htm the contrary, Greek print
Retrieved on: ads emphasize
October 12, 2018 cognitive humorous

appeals, in an
attempt to provide
credible information to
the uncertainty-avoiding
Greek audience.
Teixeira, T., Picard, R., The presence of Independent Two hundred and The result indicate that
Kaliouby, R., positive Variable: Humor in seventy five entertainment has an
(2013) Why, entertainment (e.g., Advertising participants (mean inverted U-shape
When and How visual imagery, age 26, range 21 to relationship with
Much to Entertain upbeat music, +50 years, 38% male), purchase intent. They
Consumers in humor) in TV composed of both separate entertainment
Advertisements? advertisements can Dependent students and non- into that which comes
A Web-based make them more Variable: students and they before the brand versus
Facial Tracking attractive and Customers’ Facial used Novel web- that which comes after,
Field Study. persuasive. Expressions based face tracking and find that the former
Marketing system. is positively associated
Science 33, no. 6 with purchase intent
(November while the latter is not.
2014): 809–827
Retrieved from:
https://affect.medi
a.mit.edu/pdfs/14.
Teixeira-etal.pdf
Retrieved on:
October 12, 2018
Senthilkumar, N. And The use of humour Independent In this paper Humorous ads are
Venkatesh, S., in advertising is the variable: Humor in descriptive research comparatively more
(2015) Impact of effective way of Advertising design, questionnaires humor than Non
Humor communication in were circulated to 200 Humorous ads, humor
Advertising in any emotion to sell Dependent consumers to fill the attracts more consumer
Radio and Print the products. Aim Variable: Impact survey questionnaire and pay more attention
Advertising - A of this paper to get on Customer from any person. The
Review. detailed review on Humor advertisements
International impact of humor in get more sales and
Journal of radio and print reached every place
Engineering advertising since easily. Humor conveys

Science and 1979. information more than
Innovative other appeals. Humor
Technology advertisements are best
(IJESIT) Volume suited for more attention
4, Issue 2, March products and cheaper
2015 Retrieved products.
from:
https://www.resea
rchgate.net/public
ation/276271105_
Impact_of_Humor
_Advertising_in_
Radio_and_Print_
Advertising_-
_A_Review
Retrieved on:
October 12, 2018
El-tazy, G., Dinana, To investigate the Independent This research is based This research indicates
H.(2018). The effect of "humorous Variable: Impact of on both qualitative that there is indeed a
Impact of advertising" on the humorous data represented in relation between
humorous Egyptian viewer. advertising focus groups and humorous ads and
advertising on interviews, and attitude. The relation is
consumers' Dependent quantitative data direct which means the
buying' word of Variable: represented in survey. more the humor in the
mouth and recall. Customers ad, the better is the
Vol. 12. Issue 2 attitude, namely humors
Retrieved from: leads to positive
http://www.jbrmr.c attitude.
om/cdn/article_fil
e/content_41480_
18-01-19-10-34-
30.pdf Retrieved
on: October 12,
2018
Yoon, H., Tinkham, S. This study sought Independent In this study 88 The current study has
(2013). to instigate further Variable: undergraduate demonstrated that

Humorous Threat discussion by Humorous Threat students to participate involvement is also
Persuasion in examining the Persuasion in and the survey was relevant to the
Advertising: The effects of humor in Advertising conducted online, combination of humor
Effects of Humor, threat ads multivariate analysis and threat. More
Threat Intensity, moderated by issue of covariance speciﬁcally, our ﬁndings,
and Issue involvement. (MANCOVA). which show the
Involvement. Dependent importance of one’s
Journal of Variable: Effects issueinvolvementindeter
Advertising, on Customers miningthreatperceptiona
42(1), 30–41 ndtherefore humor
ISSN: 0091-3367 effects, align well with
print / 1557-7805 LaTour and Rotfeld’s
online DOI: discussion (1997),
10.1080/0091336 which suggested that
7.2012.749082. the message receiver’s
Retrieved from: perception of threat
https://- determines
www.tandfonline. persuasion,not the
com/- message elements
doi/abs/10.1080/- themselves.
00913367.2012.7
49082
Retrieved on:
October 15, 2018
Tareq Hashem (2017). The study aims to Independent The research is based The research concluded
Impact of using investigate the Variable: Humor in on descriptive that humor advertising
humor impact of using airline Advertisment analytical has a significant impact
advertisement on humor Methodology, the on the formation of
airline customers’ advertisements on respondents consists airline customers’
mental image. airline customers’ Dependent of airline customers mental image,
Innovative mental image. Variable: that moreover, aggressive
Marketing Customers’ Mental operate in Jordan and humor variable is
(hybrid), 13 (3), image those who were considered the most
25-32. exposed to influential variable on
doi:10.21511/im.1 a humor airline customers’
3(3).2017.03. advertisement on the mental image.

Retrieved from: planes questionnaire
https://- was
businessperspecti used to collect the
ves.- research data
org/images/pdf/- consisting of two
applications/- dimensions.
publishing/templa
tes/-
article/assets/934
1/-
IM_2017_03_Has
hem.pdf
Retrieved on:
October 15, 2018
Lee, Y. H. (2015). How This study Independent Experimental design Findings indicate that
People Respond examined the Variable: Types of was used and the humorous advertisings
to Different Types different types of Humorous study was conducted do promote brand
of Humorous humorous Advertising in companies in the message
Advertising. Yale advertising on city of Taipei, Taiwan comprehension, and are
Review of attitude toward using a survey superior to those of non-
Education and advertising and Dependent questionnaire. humorous advertising.
Science, 2015, brand in order to Variable: In addition, the results
No.1. (16), analyse the effect Response of indicate that different
(January-June). on brand People types of humorous
Volume VI, p. 54- recognition and advertising have
74 brand recall. different effects on
Retrieved from: brand recognition and
https://- brand recall.
pdfs.semanticsch
olar.org/9f4d/-
4d7364bd140efd
1641d62-
b396cf02116a94f.
pdf
Retrieved on:
October 15,2018

Appendix B
Variable Matrix
Variable/s Type of Operational Definition How is the variable Behavior of the

Variable measured in the study Variable
Humor in Independent This will identify what are It will be measured through This will have an effect
Advertising Qualitative the characteristics of an interview with the on the buying behavior of
Humor in Advertising. respondents of the study. the consumers.
Effects on Dependent This will help the It will be measured through This will be affected by
Consumers’ Qualitative researchers in reaching an interview with the how the respondents will
Buying Behavior the objectives of the study. respondents of the study. define or view humor in
advertisement.
Information Dependent This will help the It will be measured through This will be affected by
about the Qualitative researchers identify how an interview with the how the respondents
product the advertisement respondents of the study. view and respond to
influence the information Humor Advertising.
that consumers would get
from advertisement.
Effects on Dependent This will identify how much It will be measured through This will be affected by
Product Qualitative Humor in Advertising help an interview with the how the respondents
Recalling the consumers to respondents of the study. view and respond to
remember/recall the Humor Advertising.
product being advertised.

Appendix C
December 6, 2018
Dr. Emmanuel James Pattaguan

Vice President for Academics
University of Saint Louis
Tuguegarao City, Cagayan
Dear Sir:
Greetings of Peace!
We, the Grade 12 ABM students of this university will be conducting a study entitled
“Humor in Advertising: Its Effect on Consumers’ Buying Behavior” as a final
requirement for our subject, Practical Research 2. This descriptive qualitative research
aims to determine effects of humor in advertising on consumers’ buying behavior and
will be conducted among consumers in Tuguegarao City.
In this regard, we would like to respectfully ask your permission to allow us to conduct
our study inside the school campus through an interview with the consumers around
Tuguegarao City for us to obtain an accurate data needed for the completion of our
research. Rest assured that the data gathered will be strictly for research purposes only
and will be kept with utmost confidentiality.
For inquiries and clarifications, we can be reached through a mobile number,

09367231705, or via e-mail rozeldelacruzbatalla@gmail.com. We are very willing to
answer any queries that you may have regarding our research.
Attached here with are copies of our guide questions, research questions and informed
consent form for your perusal.
We anticipate with gratitude your approval in this noble activity. May God bless you and
your family.
Respectfully yours,
ROZEL ANNE BATALLA AUDREI CEAZAR BINULUAN
JADE ANN CONSTANTINO THEA JOY GAYAGOY
CHERVYN MAE GUZMAN MICAH PASCUA

Researchers
Noted by:
DAISY ANOG LUYUN

Research Adviser
JENNIFER C. BANGI, MARS

Research Area Head

Appendix D
Informed Consent
Study Title: Humor in Advertising: Its effect on Consumers’ Buying Behavior
Dear Informant:
You are invited to participate in this study, which primarily aims to identify the
effects of humor in advertisement on consumers’ buying behavior. This will contribute to
enhance your acceptance to embrace a new form of government.
Please take time to read and understand the information provided about
significant details of the above-mentioned research study. If you have queries or
clarifications, we are very much willing to address them. Upon thoroughly understanding
the procedure involved, you have autonomy to decide if you would like to participate or
not.
Informants of the Study
This study involves the consumers in Tuguegarao City:

(1) who manifests interest to participate in the study by sharing experiences during
the interview session;
(2) who have watched a humorous advertisement.
Data Collection Procedure
If you decided to participate in the study and you met the criteria as an informant,
a formal informed consent will be sought.
During your participation, a face to face interview session will be conducted. The
interview process will be audio-taped.
Physical risk for participating
The study only involves collection of information hence; there is no anticipated

physical risk for your involvement.
Ethical Consideration
We would like to emphasize that you have the freedom not to answer any
question that you are not comfortable with or to reschedule the interview session at your
availability.
Rest assured that we will maintain strict confidentiality of data and on you as an
informant. We will be assigning alphanumeric code for every informant. Your contact
information will be personally kept at home in the need for further information and for
member checking purposes. All interview transcripts will be made accessible only to us,
as the researchers, to our adviser, and to our research promoter. All questionnaires will
be destroyed at the conclusion of the study.

Payment for participating
No payment will be made for your participation in this study.
Contact Information of the Researchers
If you have queries and clarifications you may contact us Rozel Batalla and Daisy
Luyun on our mobile number 0936-723-1705 and 0906-880-4001 or via email at
rozeldelacruzbatalla@gmail.com and daisyanogluyun@gmail.com respectively. We are
very much willing to explain matters related on our study to address your queries.
CONSENT STATEMENT
As an informant of this study, I hereby certify all of the following:
1. I read and understand the details of this consent form.

2. I affirm that the researchers have addressed my queries and clarifications
satisfactory.
3. I have been given sufficient time to decide if I will participate in this study or not.
4. I voluntarily give my consent to be an informant in this study.
____________________________________ ____________
Signature over Printed Name of the Informant Date Signed

Appendices E
Interview Schedule
I. Opening
Good day ma’am/sir! We are conducting a study entitled Humor in Advertising:

Its effect on consumers’ buying behavior. Through this study, we aim to identify the
effect of humorous advertisements in the decisions of the consumers in purchasing
the product. We also aim to identify what kind of advertisement does people find
funny.
As you are a consumer/buyer here in Tuguegarao City, we would like to ask your
participation to answer our questions regarding the effect of humor in advertising in
our purchasing decisions. We assure you that your identity will be confidential and
the researchers will secure the personal information you might share with us.
The interview will only last for about 20 minutes and it will be recorded. Are you
available to answer our questions at this moment?
Before we start the interview, are there any questions you want to ask us
regarding the research project?
II. Body
1. Did you find the advertisement humorous?
 What made it funny?
2. What do you think about humorous advertisements?
 Do you remember the product advertised with humor better than the
typical advertisements?
3. Did you decide to buy the product after watching the advertisement?
 What were the parts of it that convinced you to buy the product?
4. Do you find advertisements with humor more effective in convincing you to
consume/try/buy a product?
 How did it convince you?
5. Do humorous advertisements provide you the necessary information needed
for you to decide whether to buy a product?
 Does it show you the different characteristics of the product you’re
going to buy? In what way?
III. Closing
We would like to thank you for participating and answering our questions
honestly and diligently. Thank you for your time and effort to answer our questions.
Your participation is a great help for the completion and success of our research and
for the beneficiaries of this research paper.
We will carefully analyze and evaluate your answers to help us in reaching our
objectives to help the businesses to identify how humorous advertisements affect
their consumers. The results will be free from any researcher’s bias and will only
provide honest and reliable data for the future users of the results of this study.

Appendix F
Research Transcript
Responses Commonalities Frequencies
Question 1: Did you find the advertisement funny? Why?

RESPONDENT 1: Yes. Yes. The part where the car 26
Nakakatawa yung advertisement given was just half.
kasi nung binalik yung favor eh
kalahati lang din ng sasakyan.
RESPONDENT 2: No. Kasi di No. The joke was not funny at all. 4
siya nakakatawa
RESPONDENT 3: Yes. Yung
ano sa part na yung fita eh half
lang yung binigay kaya ganun
lang din nakuha niya sa wish
niya, kalahating sasakyan lang
din.
RESPONDENT 4: Yes. Kasi
yung diba kalahating fita lang
yung binigay niya sa matanda na
nagging dyosa tas nag wish siya
ganun edih kalahati lang din
yung binigay nung dyosa
hahaha
RESPONDENT 5: Yes. Hahaha
kasi hati nung biscuit yung
binigay niya tapos eh ewan ko
kung fairy yung matanda eh
humiling yung lalaki tas kalahati
lang yung binigay na kotse kasi
kalahati lang din yung binigay
niya.
ni’portray na story, yung
kalahating kotse lang yung
binigay sa kanya as a wish kasi
kalahating fita lang din binigay
niya sa fairy na matanda.
RESPONDENT 7: Yes. Ah yung
kalahating sasakyan lang din
nakuha niya hahahaha
RESPONDENT 8: Yes. Dun sa
part na kalahati din yung car na
nalaglag

yung pagbigay niya nang
kalahating fita is nakatulong sa
wish niya wherein akala ko buo
yung car yun pala kung ano
binigay yun din marereceive
niya.
RESPONDENT 10: Yeah, eh
yung kalahating sasakayan.
half na naganap.
RESPONDENT 12: Yes,
because it’s not realistic but I
know it happened in real life
pero not in that way wherein
there is a fairy godmother.
time na binigyan niya ng kalahati
yung babae tapos yung bumalik
sakanya na wish niya kalahati
din.
RESPONDENT 14: Yes, dun
banda sa nag wish siya tapos
kalahati lang yung binigay.
grinant yung wish niya kalahati
lang binihgay nung fairy
sakanya.
RESPONDENT 16: Yes, yung
part na nahati yung fita at yung
kotse.
kalahati lang yung sasakyan.
RESPONDENT 18: Yes.
Syempre yung sasakyan is half
lang yung binigay nya sa
matanda then half lang din yung
binigay sakanya nung fairy.
sports car tapos yung part na
gutom na gutom na sya pero
binigyan niya yung matanda.
RESPONDENT 20: Yes.
Syempre nung nahati na yung
sasakyan sa dalawa tulad nung
biscuit.
tulad ng biscuit nahati din yung
sasakyan.
RESPONDENT 22: Yes kasi

yung winish niya na car is
kalahati din which is equivalent
dun sa kalahating biscuit.
RESPONDENT 23: No kasi hindi
ko gusto yung ganung klase ng
mga jokes.
nag wish siya ng sports car tas
yung binigay eh kalahati lang ng
car.
RESPONDENT 25: Yes. kahit
na parang old school siya like
corny siya pero yun yung reason
kaya nakakatawa.
part na grinant niya yung wish
niya pero hati lang din ng car
yung na receive niya.
wish niya kotse pero half lang
nung car yung grinant kasi half
din ng fita yung binigay niya.
RESPONDENT 28: Yes, kasi
yung lalaki nabigyan ng half car
kasi half biscuit lang din ang
binigay nya sa matanda
RESPONDENT 29: No, kasi
hindi talaga ako natawa dun.
RESPONDENT 30: No. Corny
Question 2: Did you decide to buy the product after watching the
advertisement? What were the parts of it that convinced you?
RESPONDENT 1: No. nawala No. The advertisement wasn’t 9
yung focus ng advertisement. enough to convince me to try the
product.
RESPONDENT 2: No. wala kasi No because I don’t base my 7
di ko naman talaga gusto yung decisions to buy a product in the
product. advertisements.
RESPONDENT 3: No. Kasi yang Yes. Message of the product was 6
advertisement is about sa food there which is the Fita is for
and hindi niya naman najustify everyone.
kung anong lasa nung food na
yun.
RESPONDENT 4: Medyo kasi No because I don’t like the 2
nakumbinsi niya naman ako ng product.
slight lang pero hindi as in na
yung talagang bibili.
RESPONDENT 5: Yes. Kasi No because I don’t need the 1
pinakita naman na madami yung product.
laman ng fita like mas maganda
siyang ishare parang dun sa

message ng advertisement.
RESPONDENT 6: No. As I said No because I don’t have money. 1
humor in the advertisement for
me is not really related to the
product they are marketing and
selling.
RESPONDENT 7: No. Natawa Yes because there was some 1
ako kaso ewan ko pero di ako na information about the product
attract ng sobra sobra like hindi provided in the advertisement.
enough or may kulang.
RESPONDENT 8: Yes. Yung Yes because the advertisement 1
part na nakita ko yung was unique and funny.
crunchiness ng pagkain
RESPONDENT 9: Yes. Yung Yes because fita is my favorite. 1
unique na pagkakagawa ng
advertisement of course
because it is humorous.
RESPONDENT 10: No. Kasi
wala akong pera
RESPONDENT 11:No, kasi
hinde talaga ako naapektuhan
ng advertisement sa pag bili ng
product.
RESPONDENT 12:Yes,
because fita is my favorite.
hinde ako naka based kung
anong type siya ng
advertisement either funny siya
or hinde it all comes with the
quality and it’s all about the
product.
RESPONDENT 14: No, kasi pag
nanonood tayo ng
advertisement, oo nakakatawa
siya pero hinde ko naman
kailangan kaya bakit ko bibilhin.
RESPONDENT 15: Hinde rin,
kasi hinde ko naman kailangan.
RESPONDENT 16:No. kasi
minsan hinde rin nakukuha sa
advertisement sa product talaga.
Sa quality nung product.
yung pag share ng product na
para sa lahat.
RESPONDENT 18: No. hindi na
convince pero naalala
RESPONDENT 19: No. It was
out of focus and it’s not

convinsing.
RESPONDENT 20: No. Hindi
naman dahil napatawa nako, e
nahikayat nako bumili.
hindi naman dahil lang sa
advertisement, gugustuhin ko ng
bumili.
RESPONDENT 22: No kasi I am
not really influenced by the
advertisements of the product for
me to try them.
RESPONDENT 23: Yes kasi
although it was humorous, I was
still able to get the message that
Fita is good for sharing.
RESPONDENT 24: No. kasi
dadduma met ngamin ket nu
naramanam ejay product nu
mayat iti quality uray haan ka
nga agbase ken ejay
advertisement nan.
RESPONDENT 25: Yes. kasi
parang sinasabi sakin na
malaman ang fita tas eh pwede
pa siyang i share kahit kanino
mapa matanda pa yan o bata
hinde naman dahil sa
advertisement kung bakit ako
bibili kung sakali.
RESPONDENT 27: No, natawa
lang ako pero it doesn’t mean na
bibili na ako.
parang ginawa lang nung video
is para magpatawa pero hindi
para mag convince na bumili
ako.
imbes na hikayatin ako para
bumili eh hindi ko na feel na
nanghihikayat talaga yung video.
RESPONDENT 30: No. I don’t
like the product.
Question 3: Do humorous advertisements provide you the necessary
information needed for you to decide whether to buy a product? In what way?
RESPONDENT 1: Yes. Some No. The advertisement focus on 11
information ng fita andun naman making the people laugh and not

kaso parang nakulangan ako like on convincing us to buy.
may hinahanap ako.
RESPONDENT 2: No. Ang dry No. The advertisement is not 8
nung advertisement hindi siya clear at all, it didn’t justify the
maayos like wala manlang taste of the product.
information na sinabi ganun.
RESPONDENT 3: No. Kasi di Yes. The physical appearance of 5
kompleto yung advertisement the product was there, including
like wala manlang binigay na its crunchiness, shape, color.
information, mas bet ko yung
typical lang na advertisement
kasi wala man siyang humor
atleast na justify niya yung
product with informations.
RESPONDENT 4: No. Para Yes. It was not complete but it 3
sakin eh mas effective yung was enough to convince me.
typical kasi yung tipong buog
buo siya like wala man siyang
jokes na nainclude pero dahil sa
information niya eh mas naging
catchy siya.
RESPONDENT 5: Yes. Sakto No. Typical advertisement is 1
lang siya para sakin kasi parang more informative and worth
sinasabi niya na panglahat yung advertising than the humorous
fita like it’s worth to share ganun one.
tas eh nakita na bilog yung
biscuit tas golden brown pa
hahahaha.
RESPONDENT 6: No. kasi nga Yes because it is the purpose of 1
humorous lang siya one way or the advertisement.
another humor lang yung
pinakita nila sa advertisement
and not about sa totoong
characteristics nung product.
RESPONDENT 7: No. Kasi mas No. I was not convinced at all. 1
nagfocus sila sa humor kesa sa
pagbibigay ng totoong
information.
RESPONDENT 8: Yes. IT looks
delicious kasi.
RESPONDENT 9: No. Kasi para
sa akin kung bibili ka ng product,
hindi lang yung mabubusog ka
sa tawa kundi pati kaalamantas
kung alam mo na yung product
na bibilhin mo na dun ka lang
masa-satisfy, e yun ang bibilhin
mo.
nakikita yung crunchiness nung

product.
hinde naman pinakita mismo
yung product nag focus sila sa
humor nung advertisement.
physical product lang yung
pinakita not what the product
consists.
RESPONDENT 13: Yes,
because first of all yun talaga
yung purpose ng advertisement.
paano nila sasabihin yung mga
information nung product kung
puro sa kakatawanan lang sila
naka focus.
RESPONDENT 15: No. kasi ang
pinupunto nung advertisement
its aboutdun sa humor not the
product.
RESPONDENT 16:No. kasi
hinde masyadong connected
yung advertisement dun sa
properties nung product.
RESPONDENT 17: Yes, but dun
a napanood ko hinde kasi siya
complete detail pero base sa
nakita ko enough na yun para
manghikayat ng customer
RESPONDENT 18: No. Hindi
ako na convice
RESPONDENT 19: Yes. I’ve
seen that Fita is crunchy and it’s
round and a golden brown in
color.
mas nakatuon lang sa funny
parts keysa sa informative part.
panghikayat lang ang dating
sakin.
RESPONDENT 22: No kasi
pinakita lang naman na sharing
tapos wala na. Nabigyan na siya
ng reward for that deed. Walang
masyadong nasabi about dun sa
product mismo.
RESPONDENT 23: Somehow
yes but mostly No kasi wala

naman talagang diretsahang
explanation or description about
dun sa product.
RESPONDENT 24: Yes. pero
mas more detailed ngamin
agijay advertisement nga normal
lang ejay kasla nakasanayan
lang.
RESPONDENT 25: Medyo. kasi
eh parang nakulangan ako kasi
nga parang mas nag focus sila
sa pagpapatawa hindi yung
pagbibigay ng importance kung
bat ko ba bibilhin yung fita
ganun.
nag out of focus sila dun sa
mismong product, mas nag
center sila sa pag papatawa.
yung product lang yung pinakita
hinde yung kung ano talaga
yung meron sa product na yun
para bilhin ng consumers.
RESPONDENT 28: No ,kasi
wala namang naibigay na proper
information para dun sa product.
parang ang goal niya lang is
magpatawa pero kulang sa
impormasyon tungkol dun sa
product na pino-promote nila.
RESPONDENT 30: Yes. The
product is very evident
Question 4: What do you think about humorous advertisement?
RESPONDENT 1: Naalala ko The advertisement made me 17
siya dahil dun sa jokes, dun sa remember the product more
part na kalahati yung binigay because it was catchy.
kaha kalahati lang din yung
sasakyan.
RESPONDENT 2: Masasabi Humorous advertisements should 6
talaga siyang humorous kapag contain funny jokes that would
may nakakatawang sinabi tas surely affect the customers and
kapag funny yung pagsalita yung not the lame ones.
as in na matatawa ka hindi yung
corny.
RESPONDENT 3: Kasi kapag I find it funny but I don’t find it 4
like may humor yung advertising enough for the
advertisement eh mas tumatatak product to be market in the
talaga siya sa tao. community.

RESPONDENT 4: Naattarct ako The advertisement is funny and 3
kasi dun sa jokes kahit na quite informative.
medyo corny siya onti pero like
hindi niya talaga ako naconvince
na bilhin yung parang hindi niya
ako nabigyan ng factor na mas
makakapag remember sakin
ganun.
RESPONDENT 5: Ako kasi eh
mas naaalala ko yung product
kapag nakakatawa yug
advertisements or may mga
jokes na kasali kasi mas
interesting pag ganun.
RESPONDENT 6:Nakakatawa
lang siya pero nakulangan ako..
RESPONDENT 7: It is funny and
catchy.
RESPONDENT 8: It is funny
and catchy.
RESPONDENT 9: Isang way
para maka-attract ng buyer and
through humor mas wider variety
of market maaabot mo.
RESPONDENT 10: Cool, great,
catchy sa mata ng tao.
RESPONDENT 11: Okay lang
siya, nakakatawa.
RESPONDENT 12: It catches
really my attention.
RESPONDENT 13: Nag bibigay
sila ng konting kasiyahan and
the information needed dun sa
product.
RESPONDENT 14: way siya ng
pag advertised ng product na in
a funny way.
RESPONDENT 15: The
advertisement is worth watching
because it really attracts me to
buy the product.
RESPONDENT 16: Fun to watch
at mas na re retain sa utak mo.
RESPONDENT 17: mas
naaalala siya ng mga tao at mas
nahikayat niya yung mga buyer.
RESPONDENT 18: Tingin ko eh
hindi siya ganun ka effective kasi
para sakin mas effective yung
non-humor.

RESPONDENT 19: I find it
effective sap ag catch ng
attention about sa product pero
hindi siya masyadong effective
sa akin kasi mas pipiliin ko parin
yung sky flakes.
RESPONDENT 20: Nakakatawa
siya, at nananatili sa kaisipan ng
mga tao.
RESPONDENT 21: Epektibo
siya sa pag-alala ng mga na-
advertise.
RESPONDENT 22: It makes the
consumers laugh but not too
much of the convincing factor na
dapat meron sa isang
advertisement.
RESPONDENT 23: It made me
remember the product more kasi
yung humor niya ang maaalala
ko.
RESPONDENT 24: It catches
the attention of viewers, kasi
agijay advertisement with humor
ket kasla intense kasi han mu
nuka mapredict ejay flow na
kasjay
RESPONDENT 25: Humorous
advertisement eh parang mostly
is out of point like wala sa focus
or like hindi siya related sa
product na ina advertise nila.
RESPONDENT 26: Nakaka

attract talaga siya ng customer
kasi nakakatawa.
RESPONDENT 27:
Nakakatawa and catchy.
RESPONDENT 28: Kung siguro
sakin hindi ako masyadong
natawa pero very catchy siya
kasi kahit papaano nakakatawa
parin siya.
RESPONDENT 29: Hindi ko
alam kung saang part ako
matatawa dun pero hindi siya
effective sakin.
RESPONDENT 30: The
message was still there but the
joke mostly caught my attention.

Question 5: Do you remember the product advertised with humor better than
the typical advertisements? In what way?
RESPONDENT 1: Yes. Kasi Yes. The jokes added in the 20
technically maganda yung advertisement made the product
quality nung advertisement tas more interesting.
mas naalala ko yung
advertisement dahil dun sa jokes
about dun sa hati-hati.
RESPONDENT 2: No. kasi wala No. The product advertisement is 7
manlang information about dun not related to the product they
product na ni’advertise. advertise and information are not
available also its appearance etc.
RESPONDENT 3: No. Kasi nga No because informative 2
oo nakakatawa siya pero advertisement is better.
sobrang plain parin like hindi
siya effective sa pagbibigay ng
message.
RESPONDENT 4: Yes. Syempre No. 1
mas maalala yna kasi nga may
nakakatawang factor na kasali
sa advertisement nila.
RESPONDENT 5: Yes. Syempre
kasi nga may aliw factor na nga
may information pa na mas
lalong nagpaconvince sa mga
tao.
whenever I watched humorous
advertisement I find it somewhat
not relational to the product they
are selling.
RESPONDENT 7: Yes. Kasi dun
sa joke na kalahati ganun eh
parang naging factor siya para
tumatak siya sakin ganun.
RESPONDENT 8: No.
RESPONDENT 9: No. Para sa
akin mas naaalala ko yung
typical advertisement.
typically informative siya.
mas naalala ko yung product ng
may humor at parang mas gusto
ko bumili.
RESPONDENT 12:Yes, mas
convincing siya kesa sa ibang
advertisements.
pag funny siya mag iiwan siya

ng imprint sa utak mo.
mas persuasive siya.
mas naaalala mo talaga pag
nakakatawa.
RESPONDENT 16: Yes, parang
mas catchy kasi siya,
RESPONDENT 17: Yes. I
remember the product because
of its funny jokes and all.
RESPONDENT 18: No. Well
mas naalala ko yung isa yung
non-humor
RESPONDENT 19: Yes. I
remember the product because
of its funny jokes and all.
RESPONDENT 20: Oo. Kasi
dahil sa nakakatawa siya.
RESPONDENT 21: Oo. Kasi
nakakatawa e, kaya naalala ko.
RESPONDENT 22: Yes
because as I’ve said earlier eh
mas naaalala kasi yung humor
part niya kasi parang climax
kumbaga andun yung
pinakapoint nung advertisement.
RESPONDENT 23 Yes kasi it
will play in my mind whenever I
will see fita and I think that that
would be considered as “naalala
ko” yung product mismo.
RESPONDENT 24: It depends
on how they constructed the
humorous advertisement nu
talaga nga makacatch iti viewer
ket effective isuna nuka ngem nu
agijay kasla paepal lang nga
humorous advertisement ket
kasla awan impact na
RESPONDENT 25: Hinde. wala
kasi eh natawa lang ako sa
jokes pero di niya ako fully na
convince na bilhin yung product
at tska kasi nasa taste
preferences ng tao yun kung
gusto ba nila yung product
bibilhin nila dahil maganda yung
quality hindi dahil sa
advertisement na napanood niya

at sa generation kasi natin
ngayon eh parang mas gusto
natin yung informative kesa with
humor.
RESPONDENT 26: Yes, since
nakakatawa siya mas na reretain
siya sa utak ko and parang mas
na persuade niya ako bumili.
pag nakakatawa mas catchy at it
helps me to remember more the
product.
RESPONDENT 28: Yes,
tumatak naman siya after ko
siyang napanuod
hindi talaga siya nag focus dun
sa mismong product parang mas
naalala ko pa ata yung sa part
ng sasakyan na nahati.
RESPONDENT 30: No. they
focused on the humor but not
the product it self.
Question 6: Do you find advertisements with humor more effective in
convincing you to consume/try/buy a product?
RESPONDENT 1: Yes. Some No because informative 8
advertisements eh sobrang advertisement is better.
effective dahil sa humor pero
parang di ako na convince na
bilhin kasi ayaw ko ng fita.
RESPONDENT 2: No. kasi Yes because of the humorous 8
parang walang katotohanan, factor, which also made me
yung alleh parang pilit kaya di remember the product better.
naging effective, tsaka ayaw ko
talaga ng fita.
RESPONDENT 3: No. hinde No. It just made me laugh. 5
kasi nga natawa lang naman ako
pero di niya ako nahikayat na
bilhin yung product.
RESPONDENT 4: Medyo. Yung Yes. There were some 4
parang sinasabi nila na dapat information that convinced me to
bilhin koto tapos I share ko buy it.
ganun pero parang ang weird
kasi bakit kalahati lang yung
ibibigay sa matanda tas buo dun
sa bata, kung sino pa mas
matanda yun pa kung kalahati
ganun, so parang na mislead
niya yung advertisement dahil sa
jokes ganun.

RESPONDENT 5: Yes. Kasi nga No. 3
nabigay naman niya yung
information tas may humor pa na
kasama edi mas lalong tumatak
yun.
RESPONDENT 6: No. Because No because I don’t like fita. 2
hindi sila magka connect walang
connection yung advertisement
nila sa product na binebenta nila
and there’s no enough
information na sinabi about sa
product.
RESPONDENT 7: No. Mas
better parin ang informative way
sap ag advertise kasi mas
malaman siya ganun.
RESPONDENT 8: Yes. By
watching the advertisement
funny.
RESPONDENT 9: For me is No.
RESPONDENT 10: Yes. Eh
funny na tumatak sa isip ko.
parang since na mas
pinapanood mo siya so parang
mas naaalala mo siya parang
yun yung naaalala mop ag
bibilhin mo yung product.
may twist yung story, hinde lang
more on product centered siya.
RESPONDENT 13: Para saakin
hnde.
RESPONDENT 14: hinde, kasi
mas gusto ko yung more on
reality.
naaalala ko lang siya dahil sa
advertisement.
mas nakakatawa siya atsaka
iniisip mo na gusto kong bumili
nun kasi nakakatawa.
nakakatawa siya kaya
mapapaisip ka what if I try ko to
based sa nakita ko sa
advertisement. .
mas may information yung non

humorous advertisement.
RESPONDENT 19: Yes.
Because the jokes helped me to
remember more the product they
advertised.
mas maganda manghikayat ang
mga product pag informative.
mas maganda pag may
nalalaman ang mga tao
patungkol sa quality.
RESPONDENT 22: No kasi
funny lang naman siya. Di ako
binigyan nung advertisement ng
big reason kung bakit ko
kailangang bilhin yung product.
RESPONDENT 23: Yes kasi it
made me curious kung ano nga
bang lasa, itsura and etc niya sa
real life. The fact na kulang yung
info given eh parang mas
nakadagdag siya sa mystery
making me want to know more
about it by buying the product
itself.
RESPONDENT 24: Haan. kasi
iti age tayu tatta kasla mas
tangtangkilikin tayu iti
advertisement nga informative
ken ejay quality mismo iti
product.
RESPONDENT 25: Hinde. Oo
nga mas catchy naman talaga
ang mga advertisement na may
jokes or humor pero parang yun
nlang kasi yung tumatak sa tao
yung joke lang hindi yung
mismong product
RESPONDENT 26: Yes, pag
napanood mo kasi na with
humor parang gusto mo na ding
i try tapos na iimagine mo na
yung advertisement na
napanood mo.
mas gusto ko yung puno ng
information sa isang
advertisement para mag ma
persuade ako bumili.

even though simple lang yung
vid is effective siya sa pag
convince ng mga customers.
RESPONDENT 29: No. mas
prefer ko yung walang humor
kasi parang may mas dating pa
yun sa provide ng information
kaysa sa dun sa may humor.
RESPONDENT 30: No. Ironic
because the advertisement only
contains jokes but there are no
important information added.
Appendix G
Code Guide
How does it
help answer
Interview Guide Possible follow- Time Materials
the research
Questions up questions frame needed
objectives/
questions
1) Did you find
the To determine if
Interview guide
advertisement the consumers
What made it questions, paper
funny? found the Not limited
funny? and pen,
advertisement
recorder
funny.
To answer
research If yes, what were
question the parts of it
2) Did you number 2: How that convinced
Interview guide
decide to buy does humor in you to buy the
product? questions, paper
the product after advertising Not limited
and pen,
watching the affect their recorder
advertisement? decision of If no, why?
buying
products?
3) Do
To answer
humorous Does it show you
research
advertisements the different
question
provide you the characteristics of
number 3: How Interview guide
necessary
does humor in the product you questions, paper
information are going to Not limited
advertising and pen,
needed for you buy? In what
affect: recorder
to decide
b. Product way?
whether to buy a
Information Why?
product?

To determine
4) What do the perception/
you think about insight of Interview guide
humorous consumers questions, paper
advertisement? toward None Not limited
and pen,
humorous recorder
advertisements
5) Do you To answer
remember the research
product question
advertised with number 3:How In what way? Interview guide
humor better does humor in questions, paper
Not limited
than the typical advertising and pen,
advertisements? affect their: recorder
a.) Product
Recalling
To answer
research
question
number 1:
What is
6) Do you find the benefit of
advertisements humor
with humor more advertising to
effective in How did it Interview guide
the buyers?
convincing you convince you? questions, paper
Not Limited
to Also research and pen,
consume/try/buy question recorder
a product? number 2: How
does humor in
advertising
affect their
decision of
buying
products?

Humor in Advertising: Its Effect On Consumers' Buying Behavior

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Humor in Advertising: Its Implications on Consumers’ Buying Behavior

A Research Proposal Presented

Batalla, Rozel Anne D.

Humor in Advertising: Its Implications on Consumer’s Buying Behavior | i

Humorous advertisement is very rampant in the field of advertising for businesses

Keywords: humorous advertisement, humor, food advertisement, consumers, buying

Humor in Advertising: Its Implications on Consumer’s Buying Behavior | ii

Humor in Advertising: Its Implications on Consumer’s Buying Behavior | iii

Figure No. Title of Figure Page

Humor in Advertising: Its Implications on Consumer’s Buying Behavior | iv

Advertising is a very important marketing strategy that companies/businesses

According to the Oxford dictionary, humor is the quality of being amusing or

Humor as an advertisement appeal is used to sell products. Society nowadays

Humor in Advertising: Its Implications on Consumer’s Buying Behavior | 1

Humor as an Advertising Strategy

Humor as an advertisement appeal is used to sell products. Society nowadays

Creating good advertising message is very important segment in the promotion

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Effect on Consumers’ buying behavior

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Advertisements is a progress in our country, more especially in marketing

Something that is shown or

The emotional, mental and

Figure 1: Humor in Advertising: Its implications on Consumers’ Buying Behavior

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Locale of the study

Participants of the Study

Data Gathering Procedure

Thematic analysis was used in measuring the information. It is a flexible data

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Rigour of Qualitative Research

The researchers used alphanumeric codes for each respondent to maintain

Theme 1. Humorous Advertisement allows consumers to remember products

Some of the informants on humorous advertisements’ effect on their product

Some of the verbalizations of the informants are as follows:

RESPONDENT 5: “For me, I remember the product even more because

RESPONDENT 7: “It is funny and catchy.”

RESPONDENT 23: “Yes because it will play in my mind whenever I will

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Theme 2. Humorous Advertisement convinced the consumers’ to buy the product

Most of the informants’ answer on whether the humorous advertisement affected

Some of the verbalizations of the informants are as follows:

RESPONDENT 5: “Yes because the advertisement showed that the

RESPONDENT 9: “Yes. The uniqueness of the advertisement and of

Theme 3. Humorous Advertisement doesn’t provide the information needed by the

The respondents’ answers on whether the humorous advertisement provides

Some of the verbalizations of the informants are as follows:

RESPONDENT 3: “No because the advertisement was incomplete and

RESPONDENT 9: “No because for me, if I am going to buy a product, I

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Humorous Advertisements are medium for communicating products or services

Theme 1. Humorous Advertisement allows consumers to remember products

Theme 2. Humorous Advertisement convinced the consumers to buy the product

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This research study aims to identify the effect of humor in advertising on

The researchers recommend the following:

•Future researcher must make it a point to let their informants or respondents

•Future studies should not only focus on the implications of humor in

•Businessmen whom utilize the Humorous advertisement in promoting their

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Agarwal, K., Motwani, D.,(2013) “Impact of Humorous Advertisements On Customers'

Djambaska, A., Petrovska, I., Bundalevska, E. (2016). Is Humor Advertising Always