According to Levitt (2015), many of the most memorable ad campaigns around tend to be funny. He then added that “people will pay more attention to a humorous commercial than a factual or serious one, opening themselves up to be influenced” (Levitt, 2015). It has been found that humour appeal have little impact on counter-arguments, product-related beliefs, buying intention, experience of distraction, or recall of selling points (Baber, 2013). For example, D’Herbs use humour appeal in their advertisement. At first, some may said that the ads was a bit annoying because of the high-pitch tone of Dato’ Aliff in the TVC but then it became a phenomenon as consumers may recall the products easily than any other beauty product. Hollisoct (2011) stated that if an ad is going to evoke a response that will last longer than a few seconds, it must cause a feeling related to the brand to be planted in people's memories. So the statement has been proven by taking the D’Herbs ads as example because since that TVC, their sales has been boost …show more content…
It is thus a powerful mechanism for product promotion. To add more interest in consumers mind, many advertisers used the humour appeal. Humour is one of the most frequently used and studied message strategies in the advertising and marketing literature (Strick, Holland, Baaren, Knippenberg, and Dijksterhuis, 2013). Humour can also enhance persuasion indirectly by positively biasing ad elaboration (Allen & Madden, 1985), or by increasing motivation to process ads (Zhang & Zinkhan,