Humour Appeals and Advertising Recall: A Review of Extant Literature

Abstract

The study is on humour appeals and advertising recall. It is a self-affirmative study  conducted to determine whether the use of humour contributes to product and service  recall among the target audience of advertising campaigns. The researchers relied on
library research method to gather data for the study. Thus, the study is a complete review of extant literature. The researchers advanced that humour in advertising enables  consumers to recall advertising. It was also argued that humorous advertising has a way of drawing attention of the consumers to advertised products and services and it may also aid product recall and brand loyalty. Based on the arguments advanced, the researchers concluded that humour appeal is very important in advertising as it helps consumers to
retain and remember advertised products. Based on the conclusion, the researchers
recommended, among others that advertisers should always use humour appeals to
enhance the patronage of advertised products as it is one of the ways of winning
customers’ loyalty and that advertisers should combine humour appeals with other types
of appeals so that the combination will further enhance product patronage.