... has been presented to indicate key findings and relevance they have on the study. Food adverts were shown to be most humorous from all the different product categories. Characters were the main reasons for respondents finding adverts funny and research illustrated most humorous adverts were shown between 19.00- 20.00. To conclude, improvements have been suggested. 2.0 Introduction and Research objectives Humour can be defined as 'the ability to be amused by things, the way in which people see that some things are amusing, or the quality of being amusing' (Source: Cambridge Online Dictionary). Humour is widely used within advertising today whether this is on radio, in print, or on television as part of everyday marketing communications campaigns. Television advertising tells 'most of its stories in thirty second bursts' (Voight, 2003). With such short time frame to communicate a message across, advertisers have used humour as a way of breaking through the noise ...

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