Humor has attained popularity in advertising, its use is continuously being debated. The reason for this debate is that there are a number of both positive and negative effects which can be attributed to the use of humor. The theoretical framework gathered data from articles, books and previous researches. The research explained the process of purchase decision making, consumer buying behaviour and presented the classification of humor, effects of humor and appropriate product types. Data was collected by mixed research method: self-administered questionnaires and in-depth interview. To develop the conclusions exploratory & descriptive research designs are used. Primary data are collected with the help of Focus group technique & questionnaire method & data is analyzed with the help of various statistical techniques. The conclusions of this paper help in clarifying the dilemma of humorous advertisements.
Data Analysis and Interpretation on Humor of Advertisements
Journal of Management Outlook
Vol. 5 - No. 2