1 The Advertising Effectiveness of Projecting Humorous Elements into Sexual Advertising Appeals: An Experimental Study Cheng, Benjamin Ka Lun Duo, Christine Zhi Qun Communication Studies Department,School of Communication,Hong Kong Baptist University MPhil student ABSTRACT Provocative sexual appeals have been pervasively used in advertising in every country for many products in the past two decades. The use of nudity to sell is controversial among advertisers since the appeal both be praised by giving merits and be attacked for its deficit to the advertisers. On one hand it is powerful in gaining attention of the audience but on the other hand the appeal decrease likability to the advertisement especially in female group. The present study, acting as a pioneer, aims at tuning down the negative effects brought by sexual appeal by adding humorous element in the advertising message. Result