Introduction:

The wide and spread use of humour, coupled with the unresolved questions
regarding it, has drawn the attention of numerous communication researchers. In a
frequently cited review of the early literature in the field, Studies have shown that
94% of advertising practitioners see humour as an effective way to gain attention.
Furthermore, 55% of advertising research executives believe humour to be superior
to non-humour in gaining attention. The literature is mixed on the effect that humour
has on comprehension.

The results of studies examining the effect of humour on source credibility can best
be described as mixed. The advertising studies exploring source credibility have
produced a smooth distribution of results with three advertising studies reporting
enhanced source credibility in humour conditions, four indicating neutral or mixed
effects, and three indicating a negative relationship. The non-advertising studies
parallel these results.

The results of studies examining the effect of humour on source credibility can best
be described as mixed. The advertising studies exploring source credibility have
produced a smooth distribution of results with three advertising studies reporting
enhanced source credibility in humour conditions, four indicating neutral or mixed
effects, and three indicating a negative relationship. The non-advertising studies
parallel these results.
 Main Body:

Catanescu and Tom (2001) made a study keeping in mind the end goal to figure out
if the kind of amusingness utilized as a part of promoting fluctuates by medium. They
found that it does, which recommends that supervisors should consider the kind of
cleverness as a variable in their choice to utilize or not utilize diversion in their
specific commercials. As such, extraordinary sorts of amusingness are more
successful and more qualified to various sorts of media. Since most research
throughout the years has not perceived distinctive sorts of silliness, there is no all-
around acknowledged characterization, or "scientific classification," of cleverness.
Nonetheless, later research has perceived the benefit of building up a classification
for the different sorts of silliness utilized as a part of ads. A few analysts have
assembled funniness into classifications that are calculated, hypothetically arranged,
strategy situated or connected, specialist situated (Catanescu and Tom 2001).

Weinberger and Gulas (1992) encourage demonstrate that another way to deal with
the comprehension of diversion into the promoting writing concentrates on the basic
procedure that makes amusingness. The writing audit, and the experimental
information, proposes that a lot of what is viewed as clever is some type of
incongruent differentiation. This work advance proposes that the commonness of
disjointedness holds diversely. In each of the four nations inspected the dominant
part of clever TV advertisements contained at least one incongruent complexities.
This information demonstrates that 69% of silly TV ads in the U.S. utilize confusion.
(Weinberger and Gulas 1992).

As per Fatt (2002) cleverness is one of the criteria in granting grants for the best ads.
Be that as it may he proceeds with, promoters ordinarily commit the error of utilizing
amusingness only for utilizing diversion. (In the same place.)

Organizations burn through billions of dollars consistently to make hilarious prime

time TV notices since promotion specialists trust that amusingness is a compelling
approach to pick up consideration in ads. Fatt concurs with Weinberger and Gulas
that amusingness utilized as a part of magazine, TV and radio commercials
positively affects group of onlookers consideration. Funny promotions for the most
part beat non-amusing notices in four classes: beginning consideration, supported
consideration, anticipated consideration, and general consideration.
Weinberger and Spotts found that entertaining promoting is more alluring than non-
diverting publicizing and builds the brand memory of purchasers, making buyers feel
great by being powerful. Also, Speck trusted that distinctive sorts of clever
advertisements prompt to various mental responses and create different promoting
impacts.

Conclusion:

The different types of humorous ads have statistically significant differences on

various dimensions of brand communication. The humorous advertising of affective
has greater brand recall than those of the humorous advertisings of social and
cognitive. Furthermore, presenting an advertisement with humorous elements can
transfer the consumers positive perceptions on the advertising to the brand itself,
thus achieving effective brand communication.

For the most part, all funniness sorts are entertaining on the off chance that they
prevail to make the viewers like them, however it appears like a few sorts are more
normal in TV and they are less demanding to prevail with. We have discovered some
broad expansive proclamations about how distinctive sorts of amusingness can be
portrayed. It is for the most part hard to discover a kind of silliness that pulls in a lot
of individuals, yet there is an essential sort of funniness for everybody. In light of our
discoveries amaze diversion has a tendency to be the best sort of amusingness to
use in TV promoting in the event that it prevails to astonish. This is on account of
astound silliness pulls in most consideration of the seven diverse amusingness sorts
and it makes us remain before the TV.