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TECHNOLOGICAL EDUCATION INSTITUTE OF THESSALONIKI
SCHOOL OF MANAGEMENT AND ECONOMICS
DEPARTMENT OF MARKETING
DIPLOMA THESIS
TITLE: THE HUMOR IN TELEVISION ADVERTISING
STUDENTS NAMES SUPERVISORS NAME
LAIOU KONSTANTINA GOUNAS ATHANASIOS
FENERIDOU STAVROULA
Thessaloniki 2013
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VI
ABSTRACT
This dissertation explores the usage range of humor in
advertisement, as well
as its aims in writing down and analyzing all the special
features of humorous
advertisements of Greek Television during a two month period.
This dissertation is a
research which has been accomplished using the research method
of content analysis.
This dissertation is accomplished in two parts. The first one
contains the
secondary research, in which the term, the content and the route
of advertisement, of
hype and advertising media are analyzed. Thereafter, it is
analyzed the meaning of
humor through a historical review, as well as some of humors
major theories. t the
third chapter of our bibliography review, humor in advertisement
is analyzed, as well
as all the individual factors surrounding humor, such as
classification of humorous
messages, types of humor in advertisement, use of humor over the
years, and the
nature of the advertised products and how it is related to the
usage of humor in the
advertisement itself. In the end of the first part are presented
the results of some
researches about the the effectiveness of humor in advertising.
The second part of the
dissertation consists of the writing down and the analysis of
the research findings as
well as of the conclusions of the research field we have
accomplished. In the end, we
conclude the right usage of humor in advertising, can be a handy
tool for advertisers,
contributing a lot to the efficiency of an advertisement.
Key words: Humorous Advertisement, Humor, Advertisement,
Television
Advertisement
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VII
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ABSTRACT .vi
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1.5.5 ..20
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2.1 ...22
2.2 ...24
2.3 ......27
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VIII
2.4 ...30
2.3.1 ....30
2.3.2 ...31
2.3.3 ...31
3.1 ...32
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5.1 ...51
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8,3% 33,3% 20,0% 26,7% 11,7% 100,0%
,0 4,0 10,0 5,0 10,0 29,0
,0% 13,8% 34,5% 17,2% 34,5% 100,0%
,0 ,0 12,0 2,0 ,0 15,0
,0% ,0% 80,0% 13,3% ,0% 100,0%
5,0 24,0 34,0 23,0 17,0 122,0
4,1% 19,7% 27,9% 18,9% 13,9% 100,0%
6.5,
(33,3%)
(26,7%).
(34,5%) (34,5%). ,
, 80%,
13,3%
.
-
68
6.6 :
.
-
3,0 4,0 10,0 7,0 8,0 32,0
9,4% 12,5% 31,3% 21,9% 25,0% 100,0%
-
,0 20,0 12,0 16,0 6,0 54,0
,0% 37,0% 22,2% 29,6% 11,1% 100,0%
2,0 ,0 12,0 ,0 4,0 18,0
11,1% ,0% 66,7% ,0% 22,2% 100,0%
5,0 24,0 34,0 23,0 18,0 121,0
4,1% 19,8% 28,1% 19,0% 14,9% 100,0%
6.6, 31,3% ,
,
, 25% 21,9%
. -
37%
29,6% . ,
(66,7%) 22,2% .
-
69
6.7 :
.
-
3,0 4,0 6,0 8,0 10,0 31,0
9,7% 12,9% 19,4% 25,8% 32,3% 100,0%
,0 10,0 12,0 8,0 6,0 36,0
,0% 27,8% 33,3% 22,2% 16,7% 100,0%
2,0 ,0 6,0 ,0 ,0 8,0
25,0% ,0% 75,0% ,0% ,0% 100,0%
,0 10,0 4,0 7,0 ,0 21,0
,0% 47,6% 19,0% 33,3% ,0% 100,0%
,0 ,0 7,0 ,0 1,0 8,0
,0% ,0% 87,5% ,0% 12,5% 100,0%
5,0 24,0 35,0 23,0 17,0 104,0
4,8% 23,1% 33,7% 22,1% 16,3% 100,0%
-
70
6.7, 32,3%
,
25,8% 19,4% .
, 33,3%
27,8% .
(75%)
25% -.
47,6%
, 87,5% .
-
71
6.3
15 -15 60%
,
. 40%
.
40% 14%
26% .
( , , ,
, ), Speck (1991).
( Zahra La Tour, 1988).
6.3
67,30% 32,70%
.
, ,
( ,
).
.
( , ).
6.4
15% .
7,25% ,, 3,75 %
.
:
.
-
72
.
.
6.5
33%
23% 22% , . 17%
, 5%
.
,
6.6
13,5%
-. 8%
4,5% .
.
(9%
, 36 ).
7,75%, 31 104
.
5,25%, 21 .
2% .
. , 6.1
(73,3%) -
16,7%, 10 ,
.
41,4%, 12 ,
34,5% -
.
(66,7%) .
, ,
.
-
73
6.2 (45%)
28,3% .
, (44,8%)
31% .
.
6.2
(3 8) (5 8) .
,
.
.
(48,6%)
-,
(58,8%)
-. , 6.3 14
18
22 32
.
, 6.4
35,7% 24,3%.
41,2%
32,4% .
8
8
. , 12 21
.
6.5,
(33,3%)
(26,7%).
(34,5%) (34,5%).
, 80%,
-
74
13,3%
. , 20 24
, 16 23
. , 6.5
.
6.6, 31,3% ,
,
, 25% 21,9%
. -
37%
29,6% . ,
(66,7%) 22,2% .
, 20 24
-, 16 23
.
.
6.7, 32,3%
,
25,8% 19,4% .
, 33,3%
27,8% .
(75%)
25% -.
47,6%
, 87,5%
12,5% . , 6.7
12 35
6.4
,
, ,
-
75
, ,
.
,
, (60%)
.
26%, 104 .
70 104 (67,30%)
.
(33%) (23%).
,
.
- (13,5%)
(8%) (4,5%).
, ,
.
- (44 54)
,
15 104 10
.
(66,7%) (33,3%).
45% .
,
35,7%, .
,
41,2%.
,
.
-
76
, 20 24
16 13
. ,
.
,
(31,3%), -
(37%)
, , (66,7%).
(32,3%) (25,8%).
(33,3%) (27,8%).
(75%) (87,5%). ,
, (47,5%),
.
-
77
6.5
,
. ,
, . ,
,
,
,
. ,
.
.
,
.
,
, .
-
78
6.6
.
: , , ,
.
1
6.1 : 1o .
: Nescaf Frapp
Slogan: Nescaf Frapp,
:
:
:
:
-
79
2
6.2 : 2o .
: oyotomi
Slogan:
:
:
:
:
-
80
3
6.3 : 3o .
: Mythos
Slogan: . .
:
: -
:
:
-
81
4
6.4 : 4o .
: Aegean
Slogan: .
:
:
:
:
-
82
.
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86
1.1(Sivulka, 1998, .17, 1.1):
1.2 (, 1993, .78): :
, 06/08/1887
-
87
1.3 (, 1993, .80): :
26/07/1913
-
88
1.4 (, 1993, .30)
1.5 (, 1993, .33)
-
89
1.6 (, 1993, .34)
1.7 (, 1993, .35)
-
90
1.8 (, 1993, .31)
1.9 (, 1993, .34)
-
91
1.10 (, 1993, .31)
-
92
.
1: Wind, .
http://www.youtube.com/watch?v=Heyr7OoXM04
2: Autan, .
http://www.youtube.com/watch?v=MNiLn_SBOcI
-
93
3: Fujitsu, .
http://www.youtube.com/watch?v=dMtszKLRo64
4: Vodafone, Smartphone .
http://www.youtube.com/watch?v=b3aKOI77PNw
-
94
5: , .
http://www.youtube.com/watch?v=V8LhyxID_Sk
6: V, Full pack.
http://www.youtube.com/watch?v=upRnDpNurR8
-
95
7: MAGNUM, .
http://www.youtube.com/watch?v=ouoaVn_RE40
8: AXE Apollo,
.
http://www.youtube.com/watch?v=QGoU3VH7He4
-
96
9: O Double Play & OTE TV,
http://www.youtube.com/watch?v=6HNC6NKsaxo
10: Airfasttickets, ;
http://www.youtube.com/watch?v=IEDMR5mOEDU
-
97
10 Super Bowl.
1. Sprint
http://www.youtube.com/watch?v=G4O4f6FKYyc
2. Volkswagen
http://www.youtube.com/watch?v=R55e-uHQna0
3. Doritos
http://www.youtube.com/watch?v=4rsEnwKrsvc
4. Monster.com
http://www.youtube.com/watch?v=rJB0CzlzSwY
5. Old Spice
http://www.youtube.com/watch?v=owGykVbfgUE
6. Budweiser
http://www.youtube.com/watch?v=W16qzZ7J5YQ
7. Reebok
http://www.youtube.com/watch?v=LrzvcsjJIG4
8. Bridgestone
http://www.youtube.com/watch?v=1dc1eKHgy_o
9. Groupon
http://www.youtube.com/watch?v=pOwJOcp-Mxk
10. Pepsi MAX
http://www.youtube.com/watch?v=6iCryRWyEcc
