Van Mulken et al (2005) wanted to assess whether audiences preferred adverts with no puns or puns. They presented 68 students with advertisements that either contained a pun with one possible meaning, a pun with two interpretations of its meaning and adverts with didn’t include a pun. Participants then rated the slogans on how likable they were and how well chosen they were, on a 7-point scale. They found that slogans containing a pun are more likable and amusing then those not containing one.
Van Mulken, M., van Enschot-van Dijk, R., & Hoeken, H. (2005). Puns, relevance and appreciation in advertisements. Journal of Pragmatics, 37, 707-721.