Some form of humor is used in almost half of all TV advertising, where it
often contributes to very effective ads.
Humor can make ads more enjoyable,
involving, and memorable. However, if the humor distracts from branding and
communication, it can impede the ad’s effectiveness. In addition, perceptions of
humor are different around the world and across different audiences; this may
limit the ability of a funny ad to be used across markets.