The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn?

The use of humour in advertising is widespread and research about it has grown rapidly. There are now at least 250 academic works devoted to advertising humour with over 150 articles, dissertations, books, and major conference papers appearing just since 2000. This article takes stock of the growth of advertising humour research, encompasses an account of the newer research, summarizes what we have learned, thus far, and lays out the dimensions...