Presently, we can notice the sprouting of many products and brands, in many sectors of the market. This hard competition leads firms to develop new communication strategies to make the public remember the advertised products and brands. One of the most used tools in advertising is humor and, in this work, we will examine and analyze the characteristics of this option, aiming at retaining the attention of the people to whom the advertising is addressed.It is noticed that products and brands advertised using humor have higher recall in television, but this doesn`t occur in print media. The proportion of advertisements correctly remembered is also higher when humor is present. It is also noticed that the majority of people prefer advertisings with humor than the ones without it, but people don`t change their attitudes because of the presence of humor, i.e., humor is not responsible for increasing the interest of the public for the advertised product.