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Humor is a shape-shifting object of study that is sometimes difficult to grasp. Alternately a means of social interaction, releasing tension, and a way of triggering reactions on a cognitive or emotional level, it allows messages to be transmitted to the greatest number of people through drawing more attention to the message, improving memorization, and promoting a positive attitude. However, it is still one of the least understood persuasion mechanisms. Even if research seems to be growing again, especially in the field of advertising, the literature shows a lack of consensus on its definition. This work therefore highlights, by reviewing the different theoretical approaches to humor, both consensus and divergences, but also focuses on what constitutes a humorous stimulus and presents different ways of using it, in research as well as in communications.