This article analyzes women's perception of humor in television advertising messages, emphasizing aspects such as remembrance, perceived humor, use of humor and elements associated with that remembrance. For this, a descriptive approach was used with an online questionnaire that collected the perception of 81 women about mentioned aspects. One of the most relevant findings is that there is a relationship between humour and remembrance and that there is greater remembrance when the woman is represented in the content of the advertising message.