Use of Humor in Modern Advertising.

      Аннотация: Humor does serve to make audience laugh, make the viewers happy and create positive mood. Humor in our world is present everywhere, in every conversation, on television, graffiti or in books. Humor is present in every culture and used in different ways. In Advertising, humor itself has a permanent presence and a specific role. However, humor must be used carefully; otherwise it may result in refusal. In general, using humor is regarded as a win-win situation. Humor usage depends on the product or brand advertised. In some cases a product could be subject of a joke and combined with humor could produce stronger effect. The investigation of humor effect does not stop here. In addition, there are new forms of media in modern advertising which are great and brand new opportunity for humor usage. Generally, Humor related Advertisements are found as much more effective than those without humor and this effect is apparent, especially when it comes to highly complex and sophisticated humor. In the main, the effect of humor is influenced by the type of product advertised, type of audience to whom it is addressed and media placement of the Advertisement in question.

Ключевые слова: advertising, advertisment, humor