To investigate the impact of humorous appeal in advertising on brand popularity

Abstract

This thesis mainly focuses on the impact of humorous appeal in advertising on brand popularity. It has been explored in this thesis that how an advertisement based on humorous appeal can lead to audience engagement, brand recall and brand recognition resulting in brand popularity. Humor based advertisements can have the audience attention more than any other advertisement, creates brand awareness and eventually makes the brand popular. A total of 5 participants were selected on the basis of judgmental and snowball sampling method. In-depth interview session was conducted where open-ended questions were asked from the participants. The data obtained was examined in the form of thematic analysis. This qualitative thesis work concludes that humorous appeal advertisements having a touch of sarcasm, exaggeration, and irony/satire can obtain the audience attention, creates brand awareness leading to audience engagement through word of mouth, generating brand recognition and brand recall which eventually leads to brand popularity.