The effect of television advertisement containing humorous elements on the memorability of Turkish viewers

In this study, under the title of the effect of television advertisement containing humorous elements on the memorability of Turkish viewers; humour, definition of humour and laughing to better understand humour were examined. The theories related to humour are mentioned by examining examples. The historical process of humour is examined under the title of development process in Turkey and the functions of humour are explained. In the third part, under the title of advertisement, the definition of advertisement, the historical process of advertisement, the development process in the world and in Turkey are investigated. Unforgettable ads in Turkish humorous advertising history are not forgotten, are included in the research in the context of humorous theories. Advertisement management and decision-making process, advertisement planning, advertisement objectives, advertisement target audience and advertisement attractiveness have been investigated. In the fourth chapter, humour in advertising is examined through a detailed literature review. Then, the effects of using humour in advertisements on memorability are investigated. In the fifth chapter, the retention of humorous television advertisements with Turkish audiences is examined. Memory, short-term and long-term memory models are mentioned, the purpose and importance of the research, the scope and limitations of the research, the method of the research, the model and analysis of the research, and the findings of the research are mentioned. In this part of the research, a questionnaire study was conducted to examine whether the use of humorous elements in advertisements is effective in recall.