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Introduction:

Humor has long been utilized as a powerful tool in advertising to capture the attention of consumers and create a memorable brand image. The use of humor in advertising has been shown to increase brand recall, improve brand perception, and create a positive emotional connection with consumers. Despite its widespread use, the effectiveness of humor in advertising is still a topic of debate among academics and practitioners. This study aims to explore the role of humor in advertising and its impact on consumer behavior.

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 Definition and types of humor in advertising
2.2 Theoretical framework of humor in advertising
2.3 The impact of humor on advertising effectiveness
2.4 Consumer responses to humorous advertisements
2.5 The role of humor in brand building
2.6 Challenges and risks of using humor in advertising
2.7 Humor in cross-cultural advertising
2.8 Humor in digital advertising
2.9 Ethical considerations in humorous advertising
2.10 Summary of literature review

Chapter 3: Research Methodology
3.1 Research design
3.2 Sampling and data collection
3.3 Measurement and instrumentation
3.4 Data analysis techniques
3.5 Research ethics
3.6 Research limitations
3.7 Data interpretation
3.8 Research validity and reliability

Chapter 4: Discussion of Findings
4.1 Analysis of consumer responses to humorous advertisements
4.2 Comparison of humor in different advertising mediums
4.3 The role of gender and age in the effectiveness of humor in advertising
4.4 Implications for advertisers
4.5 Recommendations for future research
4.6 Limitations of the study
4.7 Practical implications
4.8 Theoretical implications

Chapter 5: Conclusion and Summary
5.1 Summary of findings
5.2 Conclusion
5.3 Implications for advertising practice
5.4 Contributions to advertising research
5.5 Recommendations for future research
5.6 Conclusion

Thesis Overview:

The use of humor in advertising has been a popular strategy for marketers to engage consumers and create positive brand associations. This thesis explores the impact of humor in advertising on consumer behavior, with a focus on its effectiveness, challenges, and ethical considerations. The study includes a comprehensive literature review, a detailed research methodology, a discussion of findings, and a conclusion with implications for advertising practice and future research. By examining the role of humor in advertising, this thesis provides valuable insights for marketers looking to enhance their brand communication strategies.

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