When looking at humor in the context of advertising, the approaches used in ads do not necessarily produce humorous effects. In this case, humor can be defined as the audience’s response to certain messages in ads. Humorous ads are classified as follows: emotion-oriented ads, cognition-oriented ads, and society-oriented ads. There are many other types of humor, such as aggressive, sexual, and inconsistent humor. Humorous ads are considered successful when the audience responds positively to them. The use of humor has become a common practice in advertising. Approximately one in five television commercials contains humorous messages. Due to globalization, intercultural approaches and global advertisements are needed. The close relationship between culture and communication requires that multinational companies keep in mind that cultural factors are very important in planning an intercultural communication strategy. In some cases, the audience may not find the humor in the commercial funny. Therefore, humor should be used carefully, because of the potential risk that could occur. A positive effect is created when humor is connected and well integrated with the object or message in the ad.