The use of humor in advertising constitutes billions of dollars in spending each year (Campbell et al. 44). Furthermore, the popularity of humor is evident in the fact that 24.4% of television advertisements attempt to be humorous (Alden & Hoyer 29). However, while humor has attained popularity in advertising, its use is continuously being debated. The reason for this debate is that there are a number of both positive and negative effects which can be attributed to the use of humor.

Therefore, the purpose of this research paper is to methodically evaluate the use of humor by examining the broad range of research which has been conducted on its effectiven

"Only mPOWER Copy Plays Straight Man." Business Marketing February 1995. 18.

Furthermore, in terms of consumer nondurables, Coca-Cola has reevaluated its position and developed a group of humorous advertisements for Diet Coke. For example, the "dehydrated" commercial pictures a man who is doing garden work. After completing his work, he appears emaciated and sits in a chair. However, after receiving a Coke, his body suddenly returns to normal as he regains his body mass (Lippert 26).

The products which are worst suited for humorous advertising are durable goods such as "fashion clothing and accessories, hair coloring, motorcycle, sports car, fashion luggage, jewelry" (Campbell et al. 47). These products contrast sharply in their characteristics as compared to the best suited products for humor usage. First, the higher product risk of these items contributes to a high degree of motivation to process information (47). Furthermore, researchers classify these produces as having an "expressive orientation" (48). The benefits obtained by consumers from these products are "some, long-term emotional benefits". This also contrast with the short-term benefits of the nondurables. Moreover, information obtained by consumers is examined using a "systematic processing style" (48). Finally, these items do have one characteristic in common with the previously mentioned nondurables: a purchasing situation of positive motivation.

The effect of humor on attention has been studied through both interviewing methods and scientific research. A recent study showed that 94% of advertising executives agree that humor increases attention for an advertisement (Gulas & Weinberger 36). In terms of empirical evidence, there seems to be a consensus that advertising increases the level of attention (36). This fact is strongly presented in a study by Speck (1987) on the effects of advertising in four separate attention dimensions: "initial attention, sustained attention, projected attention, and overall attention" (36). Speck found that consumers had higher attention levels for humorous advertisements than non-humorous advertisements on all four of these dimensions (36).

Alden, Dana L., and Hoyer, Wayne D. "An Examination of Cognitive Factors Related to

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Approximate Word count = 3370
Approximate Pages = 13 (250 words per page double spaced)