Type of Humor and Advertising Effectiveness: Study on Indonesian Children Aged 7–12

Abstract

. This paper examines the relationship between the type of humor and effectiveness of advertisements for dairy products on Indonesian children. A quantitative approach was used to analyze the type of humor found in dairy product advertising. A total of 840 students at both public and private schools, aged 7–12 years, completed a questionnaire. The results of the analysis of variance (ANOVA) showed that the type of humor had no significant influence on the effectiveness of dairy product advertisements.