Effectiveness of humor advertising on advertising success

In global advertising ‘humor’ is the most effective emotion used in advertising compared to other emotional appeals. Advertisers and researchers more interested in Humor in advertising for more than 100 years. But there is no review paper for Impact of humor in advertising till twenty two years of time, in between period there was lot of research outcomes published about humor in advertising. The purpose of this paper to get detailed review about Impact of humor in advertising for 40 years and detailed overview about various humor related aspects and also it supports earlier outcomes, what’s the purpose of humor used in advertising are analysed here. The various Journal databases were collected and reviewed; the paper is very useful for Advertisers, marketing practitioners and researchers who research on Humor in Advertising