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2012
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iii
.i
....ii
..vi
.vi
.viii
.viii
-
1
1
..................................................3
1.1 4
1.2 5
1.3 .9
1.4 ..10
1.5 .12
1.6 ..18
1.7 .20
2
....23
2.1 ..23
2.2 .24
2.3 ....25
2.4 ...25
iv
2.5 .26
2.6 28
2.7
..29
2.8 .33
2.9 .34
2.9.1 ..36
2.9.2
..38
2.10 ...39
2.11
. 42
2.12 ......44
3
.47
3.1
..47
3.2
50
3.3
50
3.4 ....51
-
4
...54
v
4.1 ....55
4.2 .57
4.3 ..79
4.4 ..82
-
5
...85
88
...91
- 92
....93
...96
...97
..99
...104
..105
vi
K
2.1 ..39
2.2 ..46
3.1
..48
4.1 55
4.2 ....56
4.3 ...56
4.1 57
4.2 .58
4.3 ..59
4.4 ...60
4.5 .61
4.6 63
4.7 .63
4.8
65
4.9 .66
vii
4.10 ...67
4.11 .68
4.12 ....69
4.13
..70
4.14
..71
4.15 ...72
4.16 ...73
4.17
.74
4.18
75
4.19 ..76
4.20 ,
.77
2.1 .35
viii
2.1
36
2.2
-. 37
2.3
.38
2.4
.40
2.5
.41
2.6
...41
4.1 1 .81
4.1 2 ...82
4.1 3 ...82
4.1 4 ..83
4.1 5 .83
5.1 ..84
1
10.8%
22.8%
(,2009,.41), ,
, 11,82%.
,
, ,
-
,
.
,
. ,
.
,
,
, .
,
.
Hopkins (1923)
(,2009,.31) Mark Tutssel, "
. ." (Beard,1957,.31),
.
,
, .
, , ,
,
.
2
.
. ,
,
.
,
.
.
,
.
.
,
,
.
.
,
, ,
.
.
.
,
.. ,
.
3
1
. ,
,
,
. , ,
(Icap,2009,.1).
.
, ,
. , -,
(,2007,.8).
, ,
. ,
. ,
,
(,2007,.9).
, .
, ,
.
4
1.1
,
(, 2006, .200).
,
, , , ,
, (, 2003,
.27).
, ,
. .
:
,
(, 2008,.45).
, :
(Jefkins,2004,.16).
(Ford-Hutchinson and Rotwell,2002).
Britannica: ,
,
, (,1978,.11).
Ros. Reeves : ,
(,1978,.11).
5
: ,
(Dyer,2000,.11).
Bernstein B. ,
,
(, , ),
(,2011,.3).
(),
, -
(-)
, (,2003,.19).
1.2
, .
,
,
, . ,
(,
,2011,.9).
. 1870 1925.
. ,
. , ,
6
,
. ,
, (,
,2011,.10).
1925 1940.
, ,
, ,
, .
(, ,2011,.10).
, ,
, .
,
(,
,2011,.10).
1900,
.
,
,
.
(, ,2011,.10).
1910,
,
. ,
, (, ,2011,.11).
1920,
.
1925 .
-
. , ,
,
. ,
. ,
. 30,
7
(,
,2011,.11).
1940
. ,
. 1948
. 1950,
.
. ,
( ,2006,.25).
1960
(, , Beatles, ),
. ,
( ,2006,.25).
1980 (,
AIDS, ). .
, , ,
.
(,2006,.25).
.
- .
. 1970
.
() (, , ,
, , ) , ,
,
(,2006,.26).
8
1990,
. ,
,
,
70% 1995. (Icap,2009,.2)
, ,
1995, . ,
- ,
,
. ,
,
. 1974-1988
,
. , 1989-1995
, ,
,
(,1997,.31).
, ,
.
(15 16 ),
(19 ) (20 ),
(, ,2011,.13).
, , ,
.. .
, (,
,2011,.13).
. .
, ,
. , 90
9
(,2012).
1.3
.
(,,2008,.30)
,
.
. . .
:
1. .
.
2.
.
(Brand).
,
.
3. - .
,
.
.
4. .
,
""
,
, .
5. .
,
, , , .
10
6. .
.
.
7. .
: (Display Advertising),
"" "" ,
.
(Sales Promotion
Advertising),
.
8. , , .
,
, .
9. . ,
(,2008,.82)
1.4
.
.
,
(Patente, Varden, Barbon, Morra,1996,.13).
. ,
.
,
, ,
11
(brainstorming) . ,
,
,
(Patente, Varden, Barbon, Morra,1996,.13).
.
(,2011,.24).
:
(,2011,.24).
,
, .
, .
(,2010,.42).
Pepsodent
( Richard L. Sandhusen).
(Caterpillar) ,
.
.
,
12
. ,
.
.
, . , ,
. ,
(Kiwi,
1989).
, Pepsi Cola, . ,
(Kaynak,
1989).
T (General Motors), ,
. Nova ,
. , , no va
.
(Ricks, 1983)(,2010,.42).
,
,
.
13
1.5
Nouveau Petit Larousse illustr mass media
1971, 1981 mdia
(, , , ..)
-
, (Yves Lavoinne,2004,.24).
.
(, 2008,.385).
,
. (, 2008, .386)
...
:
1. ...
2. ..
3.
4. ..
(, 2008, . 390)
, (,
2008,.391).
, , ,
, , ,
, (
) ,
14
, (,
2008,.421).
,
.
, , . (, 2008,
.424)
.
.
,
, .
(Katz,2007,.62)
,
. 2004 68 $
(Katz,2007,.49) .
, , ,
.
(, 2008, .426).
,
, .
, .
(, 2008, . 425). ,
,
(,2010,.42).
,
(, 2008, . 425).
15
, .
.
.
,
.
, - .
.
.
,
. ,
( ).
,
, , (, 2008, .422).
, , .
, , .
,
-.
,
(, 2005, .423).
,
(,2010,.42).
,
.
. ,
(, 2005,
.423).
2007
16
. , 94% ,
6 .
super-market(38%), discount stores, ,
. , 45
(Katz,2007,.62).
1920
(Katz,2007,.62). 3
(,1997,.50).
(, 2008, .422).
.
.
,
.
. ,
,
(,2010,.42).
. .
. ,
,
(, 2008, .422).
2007
, , 3 17
. 73% 12
, 94%
. (84%)
18:00-22:00. ,
17
. (95%).
(Katz,2007,.66).
INTERNET
, ,
,
(,2010,.42).
internet 1990
.
, 50 5 .
70% internet , ,
.
.
, . ,
,
(Katz,2007,.89).
,
(Icap,2009,.68)
, 70
. , ,
. 1995
(2008) ,
(,2008,
.426).
(,2008, .426). , , ,
, .
..
18
..
.
.
. 2002
800 .
(,2008, .426).
.
posters,
.
,
(Icap,2009,.56).
..
.
,
,
.
,
(,
2008, .428).
,
.
(transit advertising),
- (advertising specialties), ,
(direct mail) FAX
(,2010,.42).
19
1.6
.
,
(,2007,.84).
,
,
(,2007,.84).
,
.
.
.
,
, , ,
(,2007,.84).
,
.
. ,
,
,
,
, ,
,
.
,
.
20
, , ,
(,2008,.431).
1.7
.
,
(,2007,.39).
( ) (
). , ,
(,2007, 14).
/
,
. , ,
(,2008,.223).
. .
. , , , , ,
, ,
, .. (,2008,.235).
21
,
.
)
, ) , )
)
(,
2007, .40).
. ,
, .
,
, ,
.
(,2007,.3).
.. ,
, , , ,
.
, .
, , ,
. ,
,
. (, 2008, .240)
. (, 2008, .241)
.
,
(, 2008, .244).
. , ,
22
.
,
(, 2008, .245).
, ,
.
(, 2008, .247).
\
23
2
2.1
.
. ,
, , ,
. , , , ,
.
Victor Frankl, :
,
(,2009,.29).
.
, , , , ,
.
.
: ( ),
( )
( ). Lynch (2002)
. , McGhee (1974)
,
: ,
(,2009,.29).
F. B. White
.
,
,
(Wikipedia,2011)
24
2.2
,
(,2004,.22).
, .
; . ,
, ,
, ,
(Beard,1957,.59).
(. humor humour) , ,
,
(Wikipedia,2011).
,
.
,
,
humor ,
, ,
(, , )
(, ,
, ) (,2001,.44).
25
.
, (Wikipedia,2011).
2.3
,
, .
: ,
, (black humor), , ,
, , ,
(Wikipedia,2011).
2.4
(,2009,.41). Biswas ..
(1992) 10.8%
22.8% .
, Hillebrand (1992)
,
, .
.. ,
, .
, .
,
. , ,
,
,
(,2012).
26
2.5
2 0 Hopkins (1923)
, .
,
.
(,2009,.31)
1920 ,
.
,
. ,
,
(,2009,.31).
,
.
,
.
.
. ,
( ...),
.
, .
,
(,2009,.32).
70, .
,
27
.
,
.
(,2009,.32).
80, , , ,
,
. ,
Ogilvy .
, , 60 4%
... .
9 0,
, 11% 51% .
, ... (10,8%)
, (22,8%) (,2009,.32).
,
(,2009,.43).
,
. Koudelova Whitelock (2001)
, Biswas .. (1992)
(,2009,.43).
,
, , ,
.
,
. McCullough aylor (1993)
,
28
(, ) (1905).
,
(, ),
(,2009,.44).
, lden .. (1993) lden Martin (1995)
,
,
(,2009,.47).
2.6
:
1)
2)
3)
4)
5)
6) ,
7) ,
8)
9)
10) ,
(Beard,1957,.128).
. .
, ,
29
.
. , ,
, . ,
, ,
,
(,2012).
2.7
:
.
(,2009,.37).
, ,
(,2008,.261).
,
, .
(1) , (2)
(3)
(,2008,.261).
, (1) , (2)
, (3) , (4)
(5)
(,2008,.261).
,
30
, .
.
,
(,2012).
. ,
. ,
,
(,2009,.54)
(,2008,.261).
.
,
(,2008,.260).
,
, , . ,
(,2008,.261).
.
,
(,2009,.37).
, .
,
.
31
,
. ,
(,2008,.262).
,
(,2008,.262).
, . (2006)
,
,
.
,
(,2008,.262).
,
(,2008,.263).
,
.
,
, .
,
(,2008,.263).
32
Lee Mason (1999)
, . ,
,
, .
, ,
, (,2008,.263).
" ,
/ .
" Peter Seronick (Beard,1957,.15).
Lee Mason,
, (,2008,.264).
(,2009,.54).
. ,
,
(,2012).
,
.
,
( )
. ,
33
( )
.
( ) (,2009,.54). ,
(,2012).
2.8
:
, ,
(,2008,.252).
,
(,2008,.23). ,
,
(,2008,.23).
, .
,
,
.
, .
,
(,2008,.252).
:
, ( )
.
34
.
, ,
(,2009,.49).
.
, .
(,2008,.256).
2.9
( 2.1),
Lee Lim (2008),
(,2009,.49).
Speck
,
.
(,2008,.32).
35
2.1:
: (2009)
36
2.9.1
,
( , -,
),
,
(,2008,.264).
, ,
, .
(,2009,.48)
( 2.1),
,
.
,
(). slogan
Don't be stupid, protect yourself. Use condoms.,
, ,
( ).
-
-
. ,
(,2009,.49).
2.1 : .
37
-
. -
,
,
(,2009,.49).
, , ,
,
.
,
,
. , Lee
Lim (2008), ,
,
- .
,
,
,
(,2009,.49).
Swatch ( 2.2)
. , ,
, ,
.
:
, .
, .
38
,
( )
(,2009,.50).
( )
,
, .
,
, .
. Kalliny .. (2007)
, .
Chan .. (2007), ,
,
(,2009,.50).
Findus (
2.3),
,
,
.
,
. slogan
, .
,
. .
39
2.9.2
. ,
. ,
.
.
,
(,2009,.36)
2.10
( 2.1)
.
, , ,
(,2009,.50).
2.1:
: (2009)
.
40
( ).
. .
. (
)
( ).
-
,
( )
. ,
.
,
-,
. ,
( )
(
) ( -
) (,2009,.51).
41
42
2.11
(,2009,.60).
, ,
(.. , , )
(,2009,.38).
.
,
. ,
,
.(, 2008, .51)
,
.(, 2008, .52)
Madden Weinberger,
(70%), (47%), (37%),
(36%),
(24%)
(13%).(, 2008, .52)
43
FBC
( , )
(think) (feel).
()
,
()
(,2008,.53).
Weinberger Spotts(1989)
(37,9%),
(23,9%) (22,2%)
(,2008,.53).
( )
:
,
, .
,
.
,
.
,
. ,
, (,2008,.55).
Spotts, Weinberger Parsons (1997)
.
(,2008,.56).
44
Rossiter Percy
.
.
: ,
,
(,2008,.58).
,
. ,
,
,
. , ,
(,2012).
2.12 ..
,
(Gulas,Weinberger,2006,
.57).
Herbert Krugman
,
.
,
(Gulas,Weinberger,2006,.57).
45
,
.
, ,
(
), .
(Gulas,Weinberger,2006,.58).
, Internet (pop-ups). ,
, direct-mail,
Internet (website)
(Gulas,Weinberger,2006,.58).
Madden and Weinberger (1984) Weinberger Spotts (1989)
, .
.
(84%)
(88 %) .
( 40%,
39%, 29%, direct mail 22%) (Gulas,Weinberger,2006,.58).
. ...
,
.
,
(,2009,38.).
46
2.2
(+)
(+)
(+)
(+)
(+)
(+)
(+)
(+)
-
(+/0)
(+)
(+)
(0)
(+)
(0)
(+)
-
(+/0)
-
(+/0)
(-)
(+)
(+)
(+)
(+)
(+)
(-)
pop-ups
(+)
(+)
(+)
-
(+/0)
(+)
(0)
-
(0)/(+)
(0)
-
(+/0)
-
(+/0)
-
(+/0)
(-)
(0)
(0)
(0)
-
(-/0)
(0)
(-)
-
(0)/(-)
(0)
(0/-)
(+)
(-)
(-)
Direct Mail
(+)
(0)
(+)
-
(+/0)
(0)
(-)
(0)
(0)
(0/-)
(0)
(-)
-
(0)
: Gulas,Weinberger (2006)
47
3
3.1
. 3.1
.
(Eisend,2008,.192).
, ,
, ,
. .
.
.
.
,
(Eisend,2008,.192).
48
3.1
Sternthal
and
Craig
1973
Duncan
1979
Speck
1987
Weinberger
and
Gulas 1992
Madden and
Weinberger 1984
+ + +
0 0 + + 0 ?
+ + +
+ + + + + +
+ + +
- - -
- ? ? ? - ?
+ ? 0 - ?
0 ? 0 0 ?
0 ? 0 0 ?
0 ? ? ?
? + +
: Martin Eisend (2008)
49
,
.
, (,2008,.20).
94%
38%
(,2007,.20).
62%
. 92%
(,2007,.20).
Weinberger Gulas (1992)
.
Smith (1993)
(,2007,.20).
. ,
,
. ,
(Goldman, 1993)
(,2007,.21).
,
,
.
(,2008,.21).
50
3.2
94%
(,2007,.20).
. , Eisend (2009)
- ,
.
,
(,2009,.33).
"
.
" Hal Mac Dougall (Beard,1957,.15).
,
.
,
,
.
,
,
(,2009,.33).
.
51
3.3
. ,
. ,
. Eisend (2009)
(,2009,.34).
,
,
. Weinberger Gulas (1992)
. ,
(,2009,.34).
, Speck (1987)
,
. Spotts .. (1997)
Weinberger Gulas (1992) Speck (1987)
(.. , )
, (
3.2.1). ,
,
(,2009,.35).
52
,
,
(,2009,.35).
"
,
.
, " Steve
Slais (Beard,1957,.31).
3.4
,
.
.
,
(,2009,.34).
" . ,
" Arnie Di George (Beard,1957,.31).
" . ." Mark Tutssel
(Beard,1957,.31).
53
. , Eisend (2009)
,
,
,
.
Eisend (2009),
,
,
(,2009,.34).
54
4
,
.
,
.
;
;
( ,
, )
;
;
;
;
(, )
;
;
55
4.1
,
.
.
1) ,
2) , 3)
(,2011,.5).
, ,
,
, .
To
.
550
12 ,
, .
.
, PSPPIRE.
4.1: .
/
56
4.2: .
Status 286
Nitro 195
Mens health 99
Esquire 5
Focus 143
Soul 61
152
Ok 324
Cosmopolitan 142
Mirror 164
Marie Claire 278
Close-up 177
57
4.2
4.3
Marie Claire 74 13,45
Mirror 57 10,36
Nitro 47 8,55
93 16,91
Status 47 8,55
Cosmopolitan 45 8,18
Soul 49 8,91
Ok 19 3,45
Focus 9 1,64
Mens Health 29 5,27
Esquire 27 4,91
Close-up 54 9,82
550 100,0
4.3
, =550. , Marie
Claire 74 (13,45%), Mirror 57 (10,36%), Nitro 47
(8,55%) , 93 (16,91%) (
), Status 47 (8,55%), Cosmopolitan 45 (8,18%), soul 19
(3,45%), ok 19 (3,45%), focus 9 (1,64%), Mens Health 29 (5,27%),
Esquire 27 (4,91%) Close-up 54 (9,82%).
58
4.1
.
230 (41,82%),
161 (29,27%) ,
159 (28,91%).
. ,
.
59
4.2
. 340 (61,82%)
210 (38,18%)
.
,
.
61,82
38,18
60
4.3
. 55,09% 303
, 44,91%
247 .
61
4.4
, . ,
57,64% ,
42,36%
.
42,36
57,64
62
4.5
(=550)
=317 (57,64%). ,
, , ,
.
,
11,82%.
. ,
, ,
.
, ,
22,73%. ,
1.7, , ,
, ,
63
.
,
.
11,46%
.
(
), ( ),
, .
,
10%,
.
,
9,
.
64
4.6
0 10 20 30 40 50
46,15
1,53
37
6,15
7,69
...-..-..
...-..
..-..
...
..
4.7
65
4.6 4.7 =317 65
(11,82%) .
=65.
,
46,15%.
. .,
,
,
.
,
.
,
, 37%.
.
,
, ,. , ,
, .
,
. ,
5 (7,69%) ,
-
, .
4 (6,15%)
,
- .
, (1,53%).
( , , )
-
66
.
,
,
.
4.8
76,92
23,08
0
10
20
30
40
50
60
70
80
90
4.8
. 50 65
(76,92%)
, 15 (23,08%)
. ,
.
. ,
.
67
4.9
4 .9
. ,
47,69% 44,62%,
7,69%.
,
,
.
,
, ,
, . .
68
4.10
0 20 40 60 80
37,7
62,3
38,7
61,13
52,2
47,8
4.10
. , ,
61,3%,
62,3% ,
,
47,8%.
52,2%,
,
. ,
37,7% ,
38,7%.
69
4.11
4.11
. ,
45,7% ,
40%, 11,4%
2,9%.
,
60%, , 25%,
10%,
5%, ,
.
,
50%, 3 0%
, 10%
, 10%
.
70
4.12
. , 21 35
,
60% ( 12 20), 5 (25%)
3 (15%) .
5 10 (50%)
5 (50%) .
,
60%, 34,3%
5,7%.
,
, 60%, 25%
15% . ,
,
, 50% . , ,
,
.
,
71
.
4.13
0 10 20 30 40 50 60 70
33,5
56,7
66,5
43,3
4.13
.
33,5%,
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marketing). . . , 2003.
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Univercity Studio Press, 2008.
94
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, (2010).
. :
http://www.serresbiz.com/312c/el/other/third/Advertisement.pdf
( 5
, 2011).
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2003.
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1997.
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Studio Press, 2008.
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., . (2011). Political Advertising: a longitudinal analysis.
. .
96
Beard F. K. (1957). Humor in the advertising business: theory, practice, and wit.
Jefkins, F. (2004). Advertising. .,
. ( 1997)
Dyer, G. (2000) . , 2000.
Patente D., Varden B., Barbon A., Morra J. (1996). A Guide To Marketing
Communication Plans. The Dryden Press, U.S. America 1996.
Katz H. (2007). The Media Handbook: A Complete Guide to Advertising Media
Selection, Planning Research and Buying.
Lavoinne, Y. (2004) . :
. ,
2004.
Gulas, C.S. and Weinberger, M.G. (2006), Humor in Advertising: A
ComprehensiveAnalysis, Armonk, M.E. Sharpe, New York, N.Y 2006.
Eisend M. (2008). A meta-analysis of humor in advertising. European University
Viadrina, Frankfurt, 2008.
97
Superbowl (2011). http://www.youtube.com/watch?v=8lv4Y6kA9tE ,
(2011). . : http://el.wikipedia.org/wiki
[: 5 2011 ]
Superbowl (2011). Top 10 funniest Superbowl ads- Best Ten Super Bowl XLV 2011
Commercials. : http://www.youtube.com/watch?v=8lv4Y6kA9tE
[: 25 2011 ]
Status, , 286, 2012
Nitro, 195, 2012
Mens health, 99, 2012
Esquire, 5, 2012
Cosmopolitan, 142, 2012
Mirror, 164, 2012
Marie Claire, 278, 2012
Close-up,, 177, 2012
98
Focus, 143, 2012
Soul, 61, 2011- 2012
, 152, 2012 ( )
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10 Super Bowl,
2011.
1. Careerbuilder - "Parking Lot"
2. SNICKERS - "Logging"
3. Bridgestone - "Reply All"
4. Carmax -"I Feel Like a"
5. Best Buy - "Justin Beiber-Ozzy Osbourne"
6. Chevy Cruze Eco - "Misunderstanding"
7. Doritos - "The Best Part"
8. Bud Light - "Dog Sitter"
9. Pepsi Max - "First Date"
10. GoDaddy.Co - "Joan Rivers" (SuperBowl,2011)
105
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2011, :
11888: 11888 ; !
: http://www.youtube.com/watch?v=Hx0KNaFZ7Fs&feature=related
: http://www.youtube.com/watch?v=cRlOWfyjJFc&feature=related
NOVA:
90 :
http://www.youtube.com/watch?v=8J__VMsR4Vs&feature=related
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http://www.youtube.com/watch?v=dxDtgh5Bf3Y&feature=related
Put the down :
http://www.youtube.com/watch?v=9SNHQOi_d1k&feature=related
Aegean:
:
http://www.youtube.com/watch?v=256OIAscSRs&feature=related
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http://www.youtube.com/watch?v=VbYnR7mSfFo&NR=1
:
http://www.youtube.com/watch?v=tQ2ZShhr1Nc&feature=related
Cosmote:
Rooms To Let : http://www.youtube.com/watch?v=iVSioWxnV2k
: http://www.youtube.com/watch?v=9eHP5pPxEPU
: http://www.youtube.com/watch?v=DR4yyM5UqFs
106
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:
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http://www.youtube.com/watch?v=HOa7EspEMls&feature=related
; : http://www.youtube.com/watch?v=1fg0-
a3e8PE&feature=related
.pdf 2 humor , , , ...2.3 , , . : , , ... . (2001). . , 2001.Beard F. K. (1957). Humor in the advertising business: theory, practice, and wit.