Final answer:
The question concerns a study by Beard on the percentage of advertisements using humor, but the specific figure is not provided. Mary Douglas' sociological theories can provide context, suggesting humor in ads serves to neutralize potential threats to social order and make products more appealing. Ads employ humor as a strategic tool to engage consumers.
Step-by-step explanation:
The question refers to a study conducted by Beard in 2005 that examined the prevalence of humor in advertisements. Unfortunately, the specific percentage of ads using humor found in Beard's research is not provided in the question. Nonetheless, the study of humor in advertising can be understood within a broader sociological context, as outlined by the work of social anthropologist Mary Douglas. In her analysis of social phenomena, Douglas suggested that humor serves as a mechanism for releasing potentially disruptive thoughts and behavior in a controlled fashion. By finding amusement in what might otherwise be a threat to the social order, humor effectively diminishes the perceived danger of certain taboos and social boundaries.
Advertisements, especially those making use of humor, often capitalize on this idea. Humor in ads aims not only to entertain but also to engage consumers in a way that neutralizes tensions and makes products and ideas more approachable. Thus, while the specific statistic from Beard's study is missing, the significance of humor in advertising can still be understood as a strategic tool for affecting consumer reception and behavior.