Μετ.Εργ. Το χιούμορ στή διαφήμιση.pdf

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: (097/07)

(037/07)

2012

2

.

.

Jerry Goodis

: Leis W., Kline S. & Sut J. Social Communication in advertising: Persons,

Products & Images of well being, Methuen, New York, 1986, .153.

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1.1 4

1.2 ... 4

1.3 . 6

1.4 9

1.5 .... 11

1.6 13

1.7 14

1.8 .. 15

1.8.1 . 18

1.8.2 .. 19

1.9 .. . 20

1.10 2011 . 23

2

2.1 25

2.2 ... 25

2.3 ... 26

6

2.4 .. 27

2.5 .. 28

2.5.1 29

2.5.2 31

2.5.3 .. 35

2.6 38

2.7 .... 39

2.8 ...41

2.8.1

42

2.8.2 .. 43

2.8.3 . 44

3

3.1 47

3.2 ... 47

3.3 . 48

3.4 ... 49

3.5 ... 50

3.6 .50

3.7 52

4

4.1 . 53

4.2 59

4.3 ... 76

4.4 .. 79

4.5 .. 81

4.6 .. 82

7

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87

99

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4.1: 51

4.2: .. 52

4.3: .. 53

4.4: .. 54

4.5: 55

4.6: 56

4.7: - . 57

4.8: - 59

4.9: - 61

4.10: - 63

4.11: - 65

4.12: - 67

4.13: - ... 68

4.14: - . 69

4.15: - . 70

4.16: - . 71

4.17: - 72

4.18: - . 73

8

1.10 2011.... 24

2.4.1 (Stern, 1996)... 30

2.4.2 .. 34

2.4.3 ... 38

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1.10 2011

2011 566 .

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1.10 2011

: Media Services, 11/1/2012

33

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62

4.2

400

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50% 400 (200). 29%

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67

4.2

_ * _ Crosstabulation

_

Total _ 34 10 11 55

17.0% 8.6% 13.1% 13.8%

- 48 1 0 49

24.0% .9% .0% 12.3%

25 24 13 62

12.5% 20.7% 15.5% 15.5%

-

20 25 2 47

10.0% 21.6% 2.4% 11.8%

/ 8 11 0 19

4.0% 9.5% .0% 4.8%

- 9 3 6 18

4.5% 2.6% 7.1% 4.5%

-

2 9 3 14

1.0% 7.8% 3.6% 3.5%

15 14 26 55

7.5% 12.1% 31.0% 13.8%

-

10 7 1 18

5.0% 6.0% 1.2% 4.5%

8 11 9 28

4.0% 9.5% 10.7% 7.0%

5 0 13 18

2.5% .0% 15.5% 4.5%

-

16 1 0 17

8.0% .9% .0% 4.3%

Total 200 116 84 400

100.0% 100.0% 100.0% 100.0%

4.7

68

(400)

(200). 24% , 17%

12,5% .

29% . 21,6%

-, 20,7%

12,1%

.

(84) (400).

31% , 15,5%

, 15,5%

. 13,1% , 10,7%

( , .), 7,1%

-, 3,6% -

-

2,4% 1,2%.

69

_ * Crosstabulation

_

Total -

0 2 42 7 4 55

.0% 16.7% 28.6% 18.9% 3.5% 13.8%

- 48 0 0 0 1 49

52.7% .0% .0% .0% .9% 12.3%

8 8 9 0 37 62

8.8% 66.7% 6.1% .0% 32.7% 15.5%

- 0 0 22 21 4 47

.0% .0% 15.0% 56.8% 3.5% 11.8%

/ 1 0 9 0 9 19

1.1% .0% 6.1% .0% 8.0% 4.8%

- 0 0 16 2 0 18

.0% .0% 10.9% 5.4% .0% 4.5%

-

1 0 2 0 11 14

1.1% .0% 1.4% .0% 9.7% 3.5%

3 0 11 1 40 55

3.3% .0% 7.5% 2.7% 35.4% 13.8%

-

0 0 11 3 4 18

.0% .0% 7.5% 8.1% 3.5% 4.5%

14 2 8 3 1 28

15.4% 16.7% 5.4% 8.1% .9% 7.0%

7 0 11 0 0 18

7.7% .0% 7.5% .0% .0% 4.5%

-

9 0 6 0 2 17

9.9% .0% 4.1% .0% 1.8% 4.3%

Total 91 12 147 37 113 400

100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

4.8

70

4.8, 52,7%

-, . 9,9%

-.

66,7%

, 16,7%

16,7% ( , ),

.

36,75% ,

4.3.

147 400

28,6% , 15%

-, 10,9% -.

56,8% ,

18,9% , ,

, , ,

.

113 400

35,4% 32,7%

.

- .

71


_

Total _

44 4 4 3 55

13.9% 9.1% 16.0% 20.0% 13.8%

- 49 0 0 0 49

15.5% .0% .0% .0% 12.3%

49 3 5 5 62

15.5% 6.8% 20.0% 33.3% 15.5%

- 45 1 1 0 47

14.2% 2.3% 4.0% .0% 11.8%

/ 19 0 0 0 19

6.0% .0% .0% .0% 4.8%

- 12 0 3 3 18

3.8% .0% 12.0% 20.0% 4.5%

-

11 1 1 1 14

3.5% 2.3% 4.0% 6.7% 3.5%

29 19 4 3 55

9.2% 43.2% 16.0% 20.0% 13.8%

-

17 1 0 0 18

5.4% 2.3% .0% .0% 4.5%

19 3 6 0 28

6.0% 6.8% 24.0% .0% 7.0%

5 12 1 0 18

1.6% 27.3% 4.0% .0% 4.5%

-

17 0 0 0 17

5.4% .0% .0% .0% 4.3%

Total 316 44 25 15 400

100.0% 100.0% 100.0% 100.0% 100.0%

4.9

72

4.9 79%

.

44 400 ,

15.

43,2%

, 27,3% ,

, ,

- - ( ,

).

(20%), (16%)

, - -

(4%). , ,

(33,3%),

20% , - .

73


_

_

Total

-

44 3 8 0 55

13.9% 11.5% 21.1% .0% 13.8%

- 49 0 0 0 49

15.5% .0% .0% .0% 12.3%

49 7 0 6 62

15.5% 26.9% .0% 30.0% 15.5%

- 45 2 0 0 47

14.2% 7.7% .0% .0% 11.8%

/ 19 0 0 0 19

6.0% .0% .0% .0% 4.8%

- 12 5 0 1 18

3.8% 19.2% .0% 5.0% 4.5%

-

11 0 2 1 14

3.5% .0% 5.3% 5.0% 3.5%

29 4 13 9 55

9.2% 15.4% 34.2% 45.0% 13.8%

-

17 0 1 0 18

5.4% .0% 2.6% .0% 4.5%

19 5 3 1 28

6.0% 19.2% 7.9% 5.0% 7.0%

5 0 11 2 18

1.6% .0% 28.9% 10.0% 4.5%

-

17 0 0 0 17

5.4% .0% .0% .0% 4.3%

Total 316 26 38 20 400

100.0% 100.0% 100.0% 100.0% 100.0%

4.10

74

4.10

. -

38,

26 20

(400).

26,9%, 19,2% - ( ,

) ,

- 7,7%. -

(34,2%),

(28,9%) (21,1%). -

5,3%. ,

(45%) (30%), 5%

-, -

.

75


_

_

Total

44 2 2 0 7 0 55

13.9% 25.0% 12.5% .0% 17.5% .0% 13.8%

-

49 0 0 0 0 0 49

15.5% .0% .0% .0% .0% .0% 12.3%

49 1 1 3 5 3 62

15.5% 12.5% 6.3% 33.3% 12.5% 27.3% 15.5%

-

45 0 0 0 2 0 47

14.2% .0% .0% .0% 5.0% .0% 11.8%

/

19 0 0 0 0 0 19

6.0% .0% .0% .0% .0% .0% 4.8%

-

12 2 0 0 3 1 18

3.8% 25.0% .0% .0% 7.5% 9.1% 4.5%

-

11 0 1 1 1 0 14

3.5% .0% 6.3% 11.1% 2.5% .0% 3.5%

29 1 3 4 13 5 55

9.2% 12.5% 18.8% 44.4% 32.5% 45.5% 13.8%

-

17 0 0 0 1 0 18

5.4% .0% .0% .0% 2.5% .0% 4.5%

19 2 0 1 6 0 28

6.0% 25.0% .0% 11.1% 15.0% .0% 7.0%

5 0 9 0 2 2 18

1.6% .0% 56.3% .0% 5.0% 18.2% 4.5%

-

17 0 0 0 0 0 17

5.4% .0% .0% .0% .0% .0% 4.3%

Total 316 8 16 9 40 11 400

100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

4.11

76

4.11

.

(25%), - (25%)

( , ) (25%), 25%

.

, (56,3%), 12,6%

. , 44,4%

, 33,3% , 22,2%

- 11,1% .

40

400 - (32,5%), (17,5%),

2,5%

- -. ,

(45,5%)

(27,3%), (18,2%)

- ( 9,1%).

77

_ * Crosstabulation

_

Total -

69 9 90 3 29 200

75.8% 75.0% 61.2% 8.1% 25.7% 50.0%

7 3 19 32 55 116

7.7% 25.0% 12.9% 86.5% 48.7% 29.0%

15 0 38 2 29 84

16.5% .0% 25.9% 5.4% 25.7% 21.0%

Total 91 12 147 37 113 400

100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

4.12

4.12

. -

(75,8%),

7,7% 16,5% .

(75%)

,

. 61,2%

, 25,9%

12,9% .

86,5% , 5,4%

. ,

48,7%

.

78

* _ Crosstabulation

_

Total -

76 10 5 0 91

24.1% 22.7% 20.0% .0% 22.8%

12 0 0 0 12

3.8% .0% .0% .0% 3.0%

109 15 13 10 147

34.5% 34.1% 52.0% 66.7% 36.8%

35 1 1 0 37

11.1% 2.3% 4.0% .0% 9.3%

84 18 6 5 113

26.6% 40.9% 24.0% 33.3% 28.3%

Total 316 44 25 15 400

100.0% 100.0% 100.0% 100.0% 100.0%

4.13

400

(4.13)

. 40,9%

, 2,3% .

52%,

4% . ,

(66,7%) (33,3%) .

79

* _ Crosstabulation

_

Total

-

76 2 5 1 5 2 91

24.1% 25.0% 31.3% 11.1% 12.5% 18.2% 22.8%

12 0 0 0 0 0 12

3.8% .0% .0% .0% .0% .0% 3.0%

109 6 9 2 18 3 147

34.5% 75.0% 56.2% 22.2% 45.0% 27.3% 36.8%

35 0 0 0 2 0 37

11.1% .0% .0% .0% 5.0% .0% 9.3%

84 0 2 6 15 6 113

26.6% .0% 12.5% 66.7% 37.5% 54.5% 28.3%

Total 316 8 16 9 40 11 400

100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

4.14

4.14

. 75%

25% -

.

56,2%, -

31,3% 12.5% .

66,7%

-.

(45%)

(37,5%) 5%.

54,5% (27,3%) -

(18,2%).

80

* _ Crosstabulation

_

Total

-

-

76 5 7 3 91

24.1% 19.2% 18.4% 15.0% 22.8%

12 0 0 0 12

3.8% .0% .0% .0% 3.0%

109 14 19 5 147

34.5% 53.8% 50.0% 25.0% 36.8%

35 1 1 0 37

11.1% 3.8% 2.6% .0% 9.3%

84 6 11 12 113

26.6% 23.1% 28.9% 60.0% 28.3%

Total 316 26 38 20 400

100.0% 100.0% 100.0% 100.0% 100.0%

4.15

, 53,8%

, 23,1%

19,2% -.

, -, 50%

, 28,9%

18,4% -. ,

, (60%)

, (25%)

- (15%).

81


_

_

Total

-

316 0 0 0 316

100.0% .0% .0% .0% 79.0%

0 11 25 8 44

.0% 42.3% 65.8% 40.0% 11.0%

0 12 10 3 25

.0% 46.2% 26.3% 15.0% 6.3%

0 3 3 9 15

.0% 11.5% 7.9% 45.0% 3.8%

Total 316 26 38 20 400

100.0% 100.0% 100.0% 100.0% 100.0%

4.16

4.16, 46,2%

42,3%

, 11,5%

. -

(65,8%). 26,3%

- , 7,9%

. ,

(45%). 40%

15%

.

82


_

_

Total

-

316 0 0 0 316

100.0% .0% .0% .0% 79.0%

0 8 0 0 8

.0% 30.8% .0% .0% 2.0%

0 1 15 0 16

.0% 3.8% 39.5% .0% 4.0%

0 0 0 9 9

.0% .0% .0% 45.0% 2.3%

0 16 23 1 40

.0% 61.5% 60.5% 5.0% 10.0%

0 1 0 10 11

.0% 3.8% .0% 50.0% 2.8%

Total 316 26 38 20 400

100.0% 100.0% 100.0% 100.0% 100.0%

4.17

4.17

.

61,5%

30,8% .

- 60,5%

(39,5%). ,

50%

, 45%

5% .

83


_

_

Total

316 0 0 0 0 0 316

100.0% .0% .0% .0% .0% .0% 79.0%

0 3 15 1 18 7 44

.0% 37.5% 93.8% 11.1% 45.0% 63.6% 11.0%

0 3 1 2 19 0 25

.0% 37.5% 6.3% 22.2% 47.5% .0% 6.3%

0 2 0 6 3 4 15

.0% 25.0% .0% 66.7% 7.5% 36.4% 3.8%

Total 316 8 16 9 40 11 400

100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

4.18

400

25%

.

93,8%

.

66,7%, 22,2% .

47,5%

, 45%

.

(63,6%)

.

84

4.3

.

50% 21%

( 4.2).

, 15,5%

. 13,75%

- .

3,5%

.

( 4.1).

4.3, 36,75%

, 28,5%, 22,75%

-

21%

.

11% , 3,75%

( 4.4).

4.5,

-

9,5%. 6,5%

. , 5%

, .

4.6 10% ,

50% ,

. 4% ,

2,5% , (2,75%),

(2,5%) (2%).

85

31%

, 15,5% ,

(1,2%).

- (

4.7).

4.8

. ,

52,7% -

. 66,7%

. 28,6%

56,8%

. ,

35,4%.

43,2%. 20%

16% . ,

33,3% ,

20% , - ( 4.9).

4.10

26,9%. 34,2%

- ,

28,9%

21,1% . 45%

, 30% .

,

,

- 25%.

56,3%.

(44,4%).

(32,5%), 45,5%

( 4.11).

4.13, 40,9%

. 52%

86

(66,7%) .

75%

.

(56,2%).

66,7%

. (45%)

. ,

(54,5%)

( 4.14).

, 4.16

46,2%,

-

(65,8%),

(45%).

4.17

-

61,5% 60,5% .

50% 45%.

, 4.18

25%

.

93,8% . 66,7%

, 47,5% ,

45% . , ,

(63,6%).

87

4.4

(15 15 2011)

-

.

.

,

(.. Media Markt, ), (.. Wind, Cosmote)

- (.. Korres, Ronal). ,

(

), -, (

, ).

- (3,5%)

. ,

(21%),

. ,

(36,75%),

-. (28,25%)

.

. (22,75%) -

.

, .

,

.

.

88

(9,25%).

,

1/5 (21%)

(3,75%).

- (9,5%)

(6,5%) (5%).

,

. ,

.

,

. ,

(31%) (15,5%)

.

(40,9%) (34,1%)

(, ). ,

,

(33,3%) (20%),

(66,7%). ,

, ,

.

-

(60,5%).

(.. -). ,

(61,5%).

.

89

,

.

.

1. Cosmote- . ( , . 106) 2. Wind- ( , . 107) 3. Conn- X- ( , . 107) 4. Vodafone- ( , . 108) 5. Wind- ( , . 108)

4.5

,

.

, .

,

,

. ,

,

,

.

90

4.6

.

,

,

. ,

,

.

. ,

.

,

,

. ,

, ,

...

91

.

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Kotler, P. (2001) , .

Kotler P., Armstrong, G., Saunders J. & Wong, V. (2001) , 2

, .

Kotler, P. & Keller, K. L. (2006) , 12

.

Madden, T. J., & Weinberger, M. G. (1984) Humor in Advertising: A Practicioner

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Malaviya , P., Meyers- Levy, J. & Sternthal, B. (1999) Ad Repetition in a Cluttered

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118.

92

McDonald, M. (2001) , 4

.

McGhee, P. E. (1974) Cognitive Mastery and Childrens Humor, Psychological

Bulletin.

Meyer, J.C. (2000) Humor as a double- edged Sword: Four Functions of Humor in

Communication, Communication Theory, pp. 310-331.

Mitchell, V. W., Walsh, G. & Yamin, M. (2004) Reviewing and Redefining the

concept of consumer confusion, Manuscript Manchester: Manchester School of

Management.

Raskin, V. (1985) Semantic Mechanisms of Humor, D. Reidel.

Samson, H. E. & Price, W. T. (1997) , & , 3

, .

Sivulka, J. (1997) Soap, Sex and Cigarettes, a Cultural History of American

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Weinberger, M. G. and Gulas C. S., (1992) The Impact of Humor in Advertising: a

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Weinberger, M. G., Spotts, H. E., Campbell, L. and Parsons, A. I. (1995) The Use and

Effect of Humor in Different Advertising Media, Journal of Advertising Research.

Wells, W., Burnett, J., Moriarty, S., (1998) Advertising Principles and Practice 4th

Edition Prentice-Hall, Inc.

Werner, K.R. (1998) , .

Williamson, J. (1978) Decoding Advertisements, Ideology and Meaning in

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II.

, . (1994) , :

, . (1999) . 1850-1967, .

, . . (2008) , , ,5

, University Studio Press.

, . . (1991) , .

, . (1993) 70 1870-1940, Selector.

, . . (1989) , .

, . . (2010) , 1

, ...

, . (1997) ,

, .

94

, . (2005) 21 , .

, ., , . (1996) , , Rosili.

, . (2008) ,

, 3 , .

, . . (2008) ,

, .

, . (2000) ,

.

, . (2010) , , .

, . . (2008) , :

University Studio Press.

.

, (2009).

.

, . :

http://invenio.lib.auth.gr/record/114862/.../Hatzithomas%20Leonidas.pdf

[ : 9 2010 ]

Media Services, (2012). .

:

http://nonews-news.blogspot.com/2012/01/blog-post_5119.html [ 11 2012 ]

95

: ....

:

:

.

1

;

.

.

.

, . ,

-

.

96

2

; ;

50%

.

, .

.

. ,

.

3

;

.

.

, ,

. ,

. ,

.

.

.

97

4

;

.

. ,

.

5

;

.

.

.

( ).

.

98

6

;

;

,

.

. ,

. ,

.

7

. ;

.

,

.

-

. ,

.

99

8

;

.

(..

11880 11888).

.

9

; (;)

. , ,

Cosmote.

.

.

10

()

;

.

3

.

100

11

;( ,

-, )

.

.

12

;(, , , ,

)

.

!!!

101

: METAGENESIS

:

: Managing Director

.

1

;

. 2007

2008 .

40% . ,

Leo Burnett, Ashley & Holmes, Upset Mass Athens.

,

(ALTER). ,

.

,

102

.

2

; ;

.

, .

.

. ,

.

3

;

,

.

.

,

. ,

, . , ,

social media

.

103

4

;

.

.

.

.

5

;

.

. ,

.

.

6

;

;

104

.

.

7

. ;

.

.

, .

Media Markt,

"",

, . slogan

" "

.

,

, .

,

( ).

8

;

,

-

, .

.

.

105

( ).

9

; (;)

,

.

.

Cosmote

. ,

hotdog ( ).

10

()

;

,

() .

,

.

11

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-, )

106

,

,

.

Mercedes,

Smart,

.

12

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)

,

.

!!!

107

2011

1. Cosmote: -

http://www.youtube.com/watch?v=XjmS-NXxRPI

2. Wind: -

http://www.youtube.com/watch?v=4PRjMiZOx5I

3. Vodafone:

http://www.youtube.com/watch?v=N_qQYSm3uOw

4. Conn- X: -

http://www.youtube.com/watch?v=I7_kwjzsNFM

5. Conn-X: Captain-

http://www.youtube.com/watch?v=-acthWxT8Qs

6. Media Markt: -

http://www.youtube.com/watch?v=7dIiak6dfsQ

7. Q: Postia

http://www.youtube.com/watch?v=z9QNItUP4HI

8. Wind:

http://www.youtube.com/watch?v=SGhTLctCOE0

9. Conn- X: Facebook

http://www.youtube.com/watch?v=6DX4hPwLjgE

10. Wind:

http://www.youtube.com/watch?v=CAvdDDBVFtw

108

11. Cosmote: Rooms to let

http://www.youtube.com/watch?v=M1sEsmARKuE

12. Aegean:

http://www.youtube.com/watch?v=GUFyGPV1UnA&feature=related

13. Conn- X:

http://www.youtube.com/watch?v=5o_GMGnWCeU

14. Cosmote: Internet on the go

15. :

http://www.youtube.com/watch?v=ZKSavp5kfp4&feature=related

109

1: -11888 ; !

2.1: Colgate- .

110

2.2: Lacta- .

http://www.youtube.com/watch?v=D0iNMh6Gb2A

2.3: Aegean-

.

http://www.youtube.com/watch?v=-H8RsYhZJYI

111

2.4: -

WWF.

http://www.youtube.com/watch?v=dJiCL68L8ps

2.5: Wind-

.

http://www.youtube.com/watch?v=zsE2TI0ewF8

112

2.6:

Conn- X.

http://www.youtube.com/watch?v=43PbptPy1es

2.7: Alfa-

.

http://www.youtube.com/watch?v=bCE0BALD0mM&feature=related

113

2.8: Coca Cola VS Pepsi.

http://www.youtube.com/watch?v=IVndvFoQt34

2.9: Kit

Kat .

http://www.youtube.com/watch?v=EnMf9ZH4XWE

114

2.10: Amita

motion- .

http://www.youtube.com/watch?v=XdTSmYNAuL0&feature=related

Top 5 2011 Cosmote-

.

http://www.youtube.com/watch?v=XjmS-NXxRPI

115

Top 5 2011 Wind -

http://www.youtube.com/watch?v=4PRjMiZOx5I

Top 5 2011 Conn- X .

http://www.youtube.com/watch?v=I7_kwjzsNFM&feature=related

116

Top 5 2011 Vodafone .

http://www.youtube.com/watch?feature=player_embedded&v=ntXQVusW

tnY

Top 5 2011 Wind .

http://www.youtube.com/watch?v=zsE2TI0ewF8

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