P/M/650. Dissertation. Humour in advertising

The dissertation investigates the use of humour in advertising examining its effectiveness in product recall and consumer response in men and women. The review of literature touches upon the theory of marketing, promotion and advertising, the definitions of humour, gender response to humour, etc. The research methods include secondary and primary data analysis (questionnaires) using qualitative and quantitative approaches. Conclusions are made about the effectiveness of humour as a marketing tool in adverts.