Based on the theories of advertising effectiveness research in connection with theories of humor, this thesis shows which effects humorous advertising can have on the audience and how these effects are generated, especially with respect to television. This field of research is to be complemented by the audience's perspective. Additionally, the most commonly used category system of humor by Catanescu and Tom (2001) will be revised and supplemented. The data collection and evaluation of this

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... tative study follows an interpretative approach in periodic phases of research. The method of an opinion survey of a focus group as developed by Robert K. Merton provides an insight into the so far neglected point of view of the recipients. The focus of this work lies therefore on the effects of humorous advertising on the audience and the relevancy of further investigation.