Literature Review Advertising Understanding the effect of advertising on business is an important issue. Advertising can influence organizational performance. It has a strong effect on the sales volume of companies. It shows that advertising and brand image strongly influence consumer behavior (Malik, 2013). As an important branch of services advertising, professional services advertising has grown rapidly and is becoming increasingly important (Fugate.DL G., 2000). Advertising influences consumer's memory which attracts consumer's attention also advertising focused on inducing effect (Krishnan). Humorous advertising Humor is worldwide (Apte, 1985). There is therefore no doubt that, starting from Aristotle, humor has been investigated for its properties and its strength on human beings (McGhee, 1971). Over the last century, theories of humor have been developed, and researchers are getting ever closer to the basics of humor. However, no definitive theory has been developed so far, and researchers are still trying to figure out the best way to clarify humor. Although there is no definitive understanding of humor so far, it has been proven that humor is a means of communicating and influencing and therefore a great tool to use in advertising. Speck establishes in research that humorous advertisements disrupt non-humorous advertisements on awareness (Speck, 1987) and according to Eisend (2009), a humorous advertisement can bring out a positive attitude towards the advertisement, bring out...... paper middle ......ment within based on the assumption that Aad, as a demonstration of advertising value, could arbitrage advertising effects on brand attitude and purchase intention (MacKenzie et al., 1986 ; Mitchell & Olson, 1981) . In broader terms, there are two main reasons to clarify how ad liking might increase advertising use. The first must act with a cognitive approach: if consumers like advertising, they will be more likely to see the advertising and pay attention and will have a greater chance of receiving the advertising message and reacting to the advertising message. The second basis has to do with touching response: according to Lutz's affective transfer model (Lutz, 1985), if consumers experience a positive approach towards advertising, they will connect those feelings with the advertiser or the advertised brand. So, the more people like the ad, the more positive attitude towards the brand will be formed.