A STUDY OF HUMOUR APPEAL IN ADVERTISEMENT

  • Manik Jindal

Abstract

In recent years a growing number of promotionally minded firms have turned to humour as a primary ingredient in their marketing communications. The success which humorous appeals have been enjoyed is being reflected in the reactions of consumers. In global advertising humour is the most effective emotion used in advertising compared to other emotional appeals. The main objective of this article is to analyze the impact of humour on the consumers. For achievement of this objective necessary data is being collected using questionnaire method and it was found in the study that humour has a positive impact on the purchase intention of the consumers.

Published
2019-12-21
Section
Articles