Czy żart reklamy jest wart? – perspektywa odbioru reklam humorystycznych

The article examines the successful persuasiveness of humorous advertisements. Many psychologists and sociologists claim them to be well-liked and effective. They affect the recipient’s mind, thus increasing the perlocutionary effectiveness. Humorous advertisements can be effective for several reasons. They entertain the recipients, putting them into a good mood, due to which the receiver is more liable to persuasion and his ability to counter-argument is limited. Decoding of funny wordplays gives a recipient intellectual satisfaction. Such message is easier to remember and more effective in drawing attention. Participation of wellknown and liked people increases the trust in the presented product. Humorous advertisements, utilizing various mechanisms of persuasion, amuse a recipient, simultaneously persuading him in a peripheral way to purchase a given commodity