THE POWER OF LAUGHTER: EXPLORING NOVEL APPROACHES TO HUMOR IN FINANCING ADVERTISING

Abstract

This research investigates the impact of humor in advertising within the Indian context, reviewing existing literature to understand its diverse purposes and effects. Employing a quantitative approach, the study surveys 1000 respondents from Gujarat, India, covering demographic information, attitudes towards humor in advertising, brand recall, and purchase decisions. Results suggest that humor in advertising is perceived as attention-grabbing, memorable, enjoyable, and influential in purchase decisions. Notable brands linked with humorous advertisements include Amul, Cadbury, and Flipkart. Overall, consumers exhibit a positive response to humor in advertising, contributing to enhanced brand recall and influencing purchasing choices. The study offers valuable insights into the role of humor in Indian advertising and its implications for consumer behavior.