Fiction is an essential component of creativity in radio advertising. Specifically, this type of advertising has discovered that humor is a creative formula that can be used to capture the listeners’ attention and create an emotional bond that leads them to purchase the product. Thus, the purpose of this study is to review the strategies that are used to trigger a humorous response, with a special focus on the peculiarities of radio as an advertising medium. This analysis will be carried out using the General Theory of Verbal Humour (GTVH) (Attardo and Raskin, 1991). In addition, since advertising is a multimodal discourse (Kress, 2010, Yus Ramos, 2016: 299-320) in which a variety of codes converge, we will examine both the linguistic indicators of humor and those from other audio resources —music, paralanguage, and sound effects— that trigger a humorous response.
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