The word advertisement derived from the Latin word advertere which means to turn the mind

towards. The aim of this study is to find out the impact of humor in advertising on consumer
purchase intention. Advertising greatly effect consumer perception and to add humor in
advertisements satisfy the people more than regular advertisements. Humor is hard to do but it is
found that humorous advertising has positive impact on brand awareness and brand awareness
has the positive impact on consumer purchase intention.
Television ads are the most important marketing media of this era. Every man, women, childs,
old, elders love to watch television. The study suggested that in order to get consumer purchase
intention marketer must repeat the ads on television again and again. The researcher also found
that consumer purchase intention also influenced by the span of TV commercial. Customer
purchase decision is effected by the repetition of ad, celebrity in the commercial and desired
quality of the product.
Every company, organization or firm wants to increase their revenues. Advertising plays a vital
role in every company success or brand success. Humorous advertisements also help to increase
brand image, customer loyalty, and funny ads attract the consumers and enhance the positive
feelings about the product.
The researchers conducted many researches to find out the relation of humor and consumer
purchase intentions and the result were significantly positive and the example of this is Ufone in
Pakistan.
In this article, our aim is to study the response of people on different types of humorous advertisements
and non-humorous advertisements. In this, we classify humorous ads into: affectively humorous ads,
cognitively humorous ads, and socially humorous ads. The affectively-oriented humorous ad can
effectively induces audiences strong emotional reactions; the cognitively-oriented humorous ad can
activate audiences mental process leading to the perception of a situation to be funny; the sociallyoriented humorous ad shapes the audience has the dominant position in the way of attack, satire, ridicule,
contempt, and mockery to increase the difference between social status of different groups.
In this study, experiment is conducted and sample was taken from respondents about their perception of
three different types of humor ads and non-humorous ads and the result was quite significant in favor of
humorous ads rather than non-humorous ads.
The three different types of humorous ads are significantly higher than the non-humorous ad in
advertising attitude. Thus, the humorous ads have a high advertising attitude.
Hence, humorous advertising is more attractive than non-humorous advertising and increases the brand
memory of consumers, thus makings consumers feel good more easily persuaded. In another respect, the
results also suggest that humorous advertising can translate into a valuable segmentation strategy, because
younger people, among others, show more positive reaction towards humorous appeal.