Does Humor Make Ads More Effective?

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.