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:

2012

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ii

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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),

.

,

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,

.

2

.

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1

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(Icap,2009,.1).

.

, ,

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(,2007,.8).

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(,2007,.9).

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, ,

.

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.

. ,

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6

,

. ,

, (,

,2011,.10).

1925 1940.

, ,

, ,

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(, ,2011,.10).

, ,

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,

(,

,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).

,

.

. ,

,

,

,

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.

,

.

20

, , ,

(,2008,.431).

1.7

.

,

(,2007,.39).

( ) (

). , ,

(,2007, 14).

/

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(,2008,.223).

. .

. , , , , ,

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, .. (,2008,.235).

21

,

.

)

, ) , )

)

(,

2007, .40).

. ,

, .

,

, ,

.

(,2007,.3).

.. ,

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,

. (, 2008, .240)

. (, 2008, .241)

.

,

(, 2008, .244).

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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%,

66,5%..

56,7%,

43,3%.

, ,

,

.

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marketing). . . , 2003.

. (2008). , , .

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http://www.serresbiz.com/312c/el/other/third/Advertisement.pdf

( 5

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., . (2011). Political Advertising: a longitudinal analysis.

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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

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Cosmopolitan, 142, 2012

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106

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a3e8PE&feature=related

.pdf 2 humor , , , ...2.3 , , . : , , ... . (2001). . , 2001.Beard F. K. (1957). Humor in the advertising business: theory, practice, and wit.