From laughter to customers: exploring the effectiveness of exaggerated humorous video advertisement in turning viewers into potential customers/ Claire Joyce B. Catibog, Crisha Dell G. Geronimo, Julia Karyle B. Goncena, Alyssa Jan Clarisse B. Legaspi, Mark Jordan C. Magno, Clowe B. Mendoza, and Caroline G. Sotolombo .--

Bachelor's thesis

College of Liberal Arts .-- Bachelor of Science in Business Administration major in Industrial Management: Technological University of the Philippines, 2025.

Includes bibliographic references and index.

This study only looks at the influence of humorous ads on behavior of consumers and their
likelihood of purchasing and on the use of exaggerated humor. By using questionnaires,
focus group discussions, and statistical analysis, the study seeks to explore different effects
that humor has on the level of emotional appeal, perceived and actual appeal to purchase
products. All the studies show that humor increases advertisement recall and enhances
favorable consumer perceptions the more in the modern online marketing tools like
Facebook. Nevertheless, this study also brings into perspective the fact that for humor to
work, there must be a stronger focus on trust building levers to sustain consumer loyalty.
Suggestions are made to considering the niche interests of the target audience in terms of
humor, focusing on the visually oriented mediums, and repeatedly assessing the
effectiveness of ads according to the shift of consumer tendencies. Thus, the present study
makes a dual contribution to the knowledge domain – it extends the accumulating literature
on creative marketing communication techniques and provides working knowledge to
businesses aspiring to upscale their advertising strategies in cut-throat markets.

Keywords: Exaggerated humor, Humorous Advertising, Consumer Behavior, Digital
Marketing, Advertising Strategies