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Introduction

Advertising and brand communication play a crucial role in shaping consumer behavior and perception towards a particular product or service. In recent years, humor has become a popular and effective strategy used by marketers to engage with consumers and create a positive brand image. This thesis aims to analyze the role of humor in advertising and brand communication, exploring how humor can impact consumer attitudes, purchase intentions, and brand recall.

Chapter 1: Introduction
1.1 Introduction
1.2 Background of study
1.3 Problem Statement
1.4 Objective of study
1.5 Limitation of study
1.6 Scope of study
1.7 Significance of study
1.8 Structure of the Thesis
1.9 Definition of terms

Chapter 2: Literature Review
2.1 Historical overview of humor in advertising
2.2 Theoretical framework of humor in advertising
2.3 Benefits of humor in advertising
2.4 Humor as a branding strategy
2.5 Impact of humor on consumer behavior
2.6 Humor in digital advertising
2.7 Cultural differences in humor
2.8 Ethical considerations in using humor in advertising
2.9 Effectiveness of humor vs. other advertising strategies
2.10 Measurement of humor in advertising

Chapter 3: Research Methodology
3.1 Research design
3.2 Sampling and data collection
3.3 Data analysis techniques
3.4 Research instruments
3.5 Variables and measures
3.6 Hypotheses development
3.7 Survey methodology
3.8 Ethical considerations

Chapter 4: Findings
4.1 Demographic profile of respondents
4.2 Analysis of humor in advertisements
4.3 Impact of humor on brand recall
4.4 Consumer attitudes towards humorous ads
4.5 Purchase intentions and humor in advertising
4.6 Comparison of humor with other advertising strategies
4.7 Cultural impact on humor perception
4.8 Ethical implications of humor in advertising

Chapter 5: Conclusion and Summary
5.1 Summary of findings
5.2 Implications for marketers
5.3 Future research directions
5.4 Conclusion

Thesis Overview:

Analyzing the role of humor in advertising and brand communication is a comprehensive study that seeks to explore the impact of humor on consumer behavior and brand perception. The use of humor in advertising has become increasingly popular, with marketers recognizing its ability to create memorable and engaging content. This thesis will delve into the history of humor in advertising, provide a theoretical framework for understanding its effects, and examine the benefits and challenges of using humor as a branding strategy.

Through an extensive literature review, this study will analyze the effectiveness of humor in advertising, its impact on consumer attitudes and purchase intentions, and the cultural and ethical considerations that come into play when using humor in advertising campaigns. The research methodology will outline the design of the study, including the data collection methods, variables, and measures used to assess the impact of humor on brand communication.

The findings of this study will provide valuable insights for marketers looking to leverage humor in their advertising campaigns, as well as practical implications for designing and implementing successful humorous ads. By examining the role of humor in advertising from a consumer perspective, this thesis aims to contribute to the existing body of knowledge on advertising and brand communication strategies.

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