This research examines the general purpose of an advertisement and its process specifically focusing on one element of advertisement that makes it more memorable and unique and creates a positive feeling towards the audience - Humor. Our intention is to examine the impact of Humor on consumer intentions to purchase and also relate its perceived impulse to gender and age group. We deploy a literature review methodology to determine the position of extant body of research as well as those of researchers on the phenomenon.The study also administered a survey to quantitatively prove if the positions gleaned from practice are different and/or the same as observed within the body of literature.

Humor; Advertising; New Media.

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