Effectiveness of Humour in Advertising. A comprehensive analysis of humour in advertising on Bangladeshi consumers

      Аннотация: Advertising as an area of research is too extensive, that cannot be covered in one book alone. The author chose to focus on an area yet unexplored – emotional appeal, more specifically humour appeal among Bangladeshi consumers exclusively. Humourous appeal as a persuasive device is more consistent as a method which allowed the author to isolate advertisement likeability and effective use of humour in ads among Bangladeshi consumers as research material. Whether humourous ads indeed increases ad likeability and allow viewers to remember and recall a brand while purchasing products; and, how effective and appropriate it is among Bangladeshi people in general are one of the few areas explored in this book.

Ключевые слова: brand recall, Humour appeal, advertising likeability, remembrance, low-involvement products and Bangladeshi consumer