A Systematic Literature Review on Humour Advertising: The ADO Model Approach

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  • Veer Narmad South Gujarat University, Surat – 395007, Gujarat ,IN
  • Agarwal Vidya Vihar English Medium College, Surat – 395007, Gujarat ,IN
  • Sascma English Medium Commerce College, Surat – 395007, Gujarat ,IN




ADO, Advertising Appeal, Humour Advertising, Humour Appeal, Review Paper


Humour as an appeal is one of the earlier appeals that attracted marketers and has attracted researchers’ interest in recent years. In lieu, the current paper systematically reviews various types of humour. The objective of the current study is to trace the research gaps and furnish directions for future research. The current paper considered articles from 2002–2022 on humour advertising. Multiple research gaps were outlined employing ADO (Antecedents, Decision, and Outcomes) model. The study finds that humour advertising has been effective if the sources are credible. The likability of the brand increases, and that finally affects the buying intention. The potential avenues of research in a similar domain are discussed at the end of the paper. It facilitates practitioners about the various types of humour appeal and methodical thinking to further advancement in the area of humour appealed advertising.


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Thannikkottu, D., Dua, G., & Desai, A. K. (2023). A Systematic Literature Review on Humour Advertising: The ADO Model Approach. SDMIMD Journal of Management, 14(2), 1–16. https://doi.org/10.18311/sdmimd/2023/32653



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