effects of humor in advertisement published in colombia were investigated in regards to brands, advertisement, purchase intention, recall and recognition. a simultaneous classical conditioning procedure was carried out, using incongruous, hostile and allusive humor associated to three brands. the procedure was applied to 30 university students. results revealed that the three kinds of humor work as unconditioning stimulus, generating positive attitudes towards advertisement and brand. humor influences the purchase intention and recognition, but not the remembrance of brand when compared to neutral advertisement. incongrous and hostile humor generate recognition and positive attitude towards advertisement and brand. allusions have a greater effect on purchase intention than the other ones. results corroborate the effectiveness of humor as an advertisement tool.