&

&

: ( )

: ( 01002)

2013

2

. . , . .

.

, .

3

5

1. 6

1.1 6

1.2 6

1.3 6

1.4 7

1.5 8

2. 10

2.1 10

2.2 12

2.3 Icap (2009) 14

3. 17

3.1 17

3.2 18

3.2 19

4. 22

4.1 22

4.2 26

4.3 27

4.4 29

4.5 32

4.6 36

4.7 37

4.8 38

5.

40

5.1 40

5.2 40

5.3 42

5.4 55

57

59

4

2.1 - (2001-2008) 15 4.1 - brand attitude 34 4.2 - Rossiter & Percy 1997 35 5.1 - 44 5.2 - 45 5.3 - 46 5.4 - 47 5.5 - 48 5.6 - 49 5.7 - 50 5.8 - 51 5.9 - 52 5.10 - 53 5.11 - 54

2.1 - (1999-2008) 14 2.2 - & (2001-2008) 15 4.1 - (Spotts, Weinberger Parsons, 1997) 28 5.1 - 44 5.2 - 45 5.3 - 46 5.4 - 47 5.5 - 48 5.6 - 49 5.7 - 50 5.8 - 51 - 52 5.10 - 53 5.11 - 54

5

, , . , .

. , , . .

6

1.

1.1

, , - .

:

- .

- , .

- , , , , , ..

- .

- - (, , , , , ) ( ) (lifestyle).

1.2

, .

1.3

:

brand

,

(brand royalty)

1.4

:

7

. . , .

AID (E.K. Strong, The Psychology of Selling, New York, 1925) , , , .

, brand, , , , .

, , , -, , brand image.

, , , , , , ( , , brand loyalty ) marketing. (above the line) (below the line). , , , , events, , ..

. , , , , ..

:

, (brand awareness), (intention to buy), , - .

( , , , internet). , GRPs (Gross Rating Point), OTS (Opportunities To See), CPR (Cost Per Rating) .

, (pay per click, analytics etc.) .

8

1.5

:

!

retail advertising ( )

business advertising ( , )

industrial advertising ( )

trade, professional & agricultural advertising ( , )

!

( , )

outdoor (pisa, panels, , , , )

!

( , , )

, , ( )

( , .. , )

!

!

launching relaunching advertising ( )

teaser ( )

( )

9

( )

!

10

2.

2.1.

, , , , , , ( ) , , , , , ( (2010), http://www2.media.uoa.gr/lectures/ad/download.php?f=media_convergence.doc [6 2013].

. , , , . , , , , , (, 1978).

, , , , , . (, 1978)

, , , , , , . 17 , . (, 1978)

, 1841 , . , . (, 1978)

19 , , . , , . , ,

11

, . (, 1978)

20 , . , , , . , , , (, 1993). 1913, . , . , . , , . , 1916 , . . , , , . (, 1978)

, 1922, (Icap, 2009). , , , . , , (Icap, 2009:2). , , . , ., , , (, 1978). , GEO, Greka, , , , - .. . , . . (, 1993). 1924 , . 1928 . . (, 1978). , , , . (, 1993)

12

2.2

1930, (Icap, 2009:2). , . , testimonials (, 1993:84).

1940, , . , . , , , , , , , . (, , 1997:19). 1948 ... , , , , , . , , , , , , . . (, , 1997:19).

50 , , (, ), , (Icap, 2009:2). . , , glamour . . , , , . , , , , , , . , () . (, , 1997).

(1960) , super market, , (.. Coca-Cola). , (full service agencies). (Icap, 2009:2). . marketing, , . (,

13

, 1997:97). . (, , , media). offset. . , . . . . (). , . (, , 1997:97)

70 . . , . . direct marketing, , , . , . . (, , 1997:153)

1980 . , , . . , media, , , direct , , , , . (, , 1997:205). , media shops, . 1990, . media specialists . (Icap, 2009:2). , , 70% 1995. (Icap, 2009)

1998 media specialists .

14

, , . , . , , , , . . (Icap, 2009:3).

2001-2002, (global branding), , . (Omnicom Group, Havas, Interpublic Group, WPP, Aegis Group, Publicis Groupe Dentsu INC). (Icap, 2009:3)

2.3 Icap (2009)

2.1 - (1999-2008)

: ICAP 2009

, 6,8% 1999-2008. 2008 1.965,6 . , ( 0,6% ).

(, , , ) 2008 1,770 . 90% . 9,4% . , 2004 2003, , . , , 10,6 . 2008.

2009-2010, . , , , . , internet, ,

15

.

2.1 - (2001-2008)

: ICAP 2009

2.2 - & (2001-2008)

: ICAP 2009

11,2% 2001-2008. 2008 1.113,3 ., 6,2% .

862 . 2008 661 . 2001, , 3,9%. ,

16

, 2003, 2004 . 2008 32,3%.

9,4% . 2008 478,6 . ( 4,2% 2006). 17,9%.

17,2% 2008 215 . ( 70,8 . 2001). ... 2008 8,1%.

17

3.

3.1

(Apte, 1985, 2009:29). ( ) ( ) (Ziv 1988, 2009:29). , , , , , (Apte 1985, 2009:29). , . Victor Frankl, , , , : , (McGhee 1999, 2009:29).

(Weinberger Gulas 1992, 2009:29). , , , , , (Ziv 1988, 2009:29). .

, (. humor humour) , , , .

. :

, .

, , .

, .

, , .

.

. , . (http://el.wikipedia.org/wiki/ [17 2013]

18

humor " " . , , (, , , ). , . (http://el.wikipedia.org/wiki/ [17 2013]

, () - = hum- -or, (h)umor , , , . (http://el.wikipedia.org /wiki/ [17 2013]

, umor humor humour. humour humor. (http://el.wikipedia.org /wiki/ [17 2013]

. Oxford Dictionary , .

, , .

3.2

: , (McGhee 1974; Wicker, Barron, Willis 1980, Spotts, Weinberger Parsons, 1997:18).

, Freud 1 , , . , . (Freud 1905: 1960, Spotts, Weinberger, Parsons 1997:18). (Rapp 1947) (Berlyne 1972) (Spotts, Weinberger, Parsons, 1997:18).

. . , , , (LaFave 1972, Spotts, Weinberger, Parsons 1997:18). (Cantor and Zillman 1973)

1 Freud (1972) , . (, 2012)

19

(Spotts, Weinberger, Parsons, 1997).

. (Stern 1990) . , Kant Schopenhauer (Morreall 1983, Spotts, Weinberger, Parsons 1997:18). . . Alden, Hoyer Lee (1993) ( / ), , (Spotts, Weinberger, Parsons, 1997:18).

O Speck (1987, 1991) (), () () (Spotts, Weinberger, Parsons, 1997:18).

3.3

. Morreall 1982 : , - (, 2012).

, (superiority theories) . , , . (, 2012)

(incongruity theories), - , - , (play theories), . (, 2012).

- (relief theories), Freud, , , (Mio & Graesser, 1991, , 2012).

(2008), , . :

(Incongruity Resolution)

20

(Herzog Larwin, 1988, , 2008:24). , , (Speck 1991, , 2008:24). , . , (Suls 1983, , 2008:24).

, , (Suls 1983, , 2008:24). : (1) , (2) (3) (Suls 1983, , 2008:24).

. , (Berlyne 1972, , 2008:26).

, . , . (Feinberg 1978, , 2008:26).

, . , ( , ), (, ) (, ). , , , , , , / - ( & 2005, 2012).

. , . , , . , , , . , , (Martin 2007, 2012).

21

Long Graesser (1988), (2012), : , , , , , , , - , ( ), , , .

22

4.

4.1

1800. , , , . , , . , ( 4.1) (Beard, 1957). Pamel Laird 19 , Charles Gulas 16 ( Beard, 1957:7)

, , John E. Powers, Albert Lasker, John E. Kennedy, Claude Hopkins Ernest E. Calkins, (Beard, 1957). George P. Rowell : , . , . ( Beard, 1957:8)

1900 (Beard, 1957:9). . . John E. Kennedy 1904 John E. Powers (reason-why) (Beard, 1957). , . (Beard, 1957). Claude Hopkins ( Beard, 1957:10) . .. Theodore F. MacManus , 1910 (Beard, 1957).

4.1: 1870, . Ben Crane ( Beard 1957

23

, .

. , (Beard, 1957). . . , , . ( 4.2) (Beard, 2005)

1920, (Beard, 2005). George Gallup True Story Magazine New York Daily News,

, , (Fox, 1984, Beard, 2005:57). . , (Beard, 2005:57). 1930, N. W. Ayer & Son ,

, . (Fry, 1935, Beard, 2005:57).

4.2: 1916 Lord & Thomas ( Beard, 2005).

4.3: 1922, freelance Printers Ink (Beard, 2005:57)

24

, (Marchand, 1985, Beard, 2005:57), , . 1925 Lord & Thomas Printers Ink ( 4.4) (Beard, 2005:57).

, , reason-why (Pope, 1983, Beard, 2005:57). 1930 : (Beard 2005).

. , (Beard, 2005). Townsend 1923 ( Beard, 2005:59) . . , , - best seller ,

4.4: Lord & Thomas Printers Ink 1925 ( Beard 2005)

25

, (Beard, 2005).

1950 1960. O Rosser Reeves, Hopkins, (unique sales proposition USP) David Ogilvy, Hopkins MacManus, (Beard, 2005). , , MacManus Leo Burnett . Reeves , , (Beard 2005). 1958, , (Beard, 2005:61).

1970 (Della Femina, 1971, Beard, 2005:61). 1980, (Angelus, 1971, Beard, 2005:62). Ogilvy : , , (Beard, 2005:62). John Caples (copywriter) , 1975, : . (Beard, 2005:62). 1980 (Sivulka, 1998, Beard, 2005:62). Hal Riney, , , : , . . (Beard, 2005:62).

1990 (Beard, 2005:62). . Leo Burnett & Co : . (Beard, 2005:62). , . (Freberg, Garfield, 1992, Beard 2005:63)

26

. Lee Clow, TBWA Chiat/Day North America, 1996 . (, 2008:19)

4.2

(Speck, 1991, 2008:250). , , , , (Marketing Magazine 1996, 2008:250).

Weinberger Gulas (1992), (2008), , , . , , , (, 2008:20)

, 62% (Custer 1994/1995, 2008:259), .

. (, 2008). , , (Roman Maas 1976, 2008:260). Weinberger Gulas (1992), (, 2008:260).

, . , , , ,

27

. (, 2008:260)

4.3

Speck (1991) , ( 4.1, Spotts, Weinberger Parsons, 1997). . (, 2008:32)

Speck (1987), , , . . . , , : . ,

. ,

. ,

. ,

. ,

Speck (1987), . , ( - ) .

, Speck : (1) , (2) (3) . 4.1. Speck , . (Spotts, Weinberger Parsons, 1997)

. Speck . , . , , . , .

28

. / , (Spotts, Weinberger Parsons, 1997:18).

. , - ( ) . , , Speck (Spotts, Weinberger Parsons, 1997:20).

, .

()

() ()

()

4.1 - (Spotts, Weinberger Parsons, 1997)

29

, , , brand name . , , (Spotts, Weinberger Parsons, 1997:20).

4.4

(lden .., 1993, , 2009:43), (, 2009). , (Ludicrous) (Toncar 2001, lden Martin 1995, lden .. 1993, Hanna .. 1994, Weinberger Spotts 1989, 2009:44)

(Kellaris Cline 2007, Spotts .., 1997, 2009:41). , Biswas .. (1992), 10.8% 22.8% (, 2009:41).

2009 , 7.337 5.014 Speck (1991) Hofstede (2001) ( /).

(2009), 33,6% 27% . (Weinberger Spotts 1989), (Koudelova Whitelock 2001) (Whitelock Rey 1998). (, 2009:68).

(2009) . , , , . , , , . , - , . , , , , . , . , ,

30

, (, 2009:74).

, Hillebrand (1992) , , (, 2009:74). , , (Hillebrand 1992, , 2009:74). , ( ), (Gag Humor), (Stern, 1996, , 2009:74), , (Six, 2005, , 2009:74). , , (Six, 2005, , 2009:74). , , , , (Lin, 1993, , 2009:74). Hofstede (2001) . , (Ludicrous), , (Weinberger Spotts 1989, , 2009:74).

, (, 2009:74).

, (Yeoh, 2000, De Mooij, 1998, Hofstede, 1980, 2009:75). . , De Mooij (1998) . , , , (Zaheer Zaheer, 1997, , 2009:75). , , (Kellaris Cline, 2007, Beard, 2005, lden .., 1993, 2009:75).

. Beard (2005:54), 11 24 (Alden, Hoyer Lee 1993; Weinberger Spotts 1989; Speck 1991) 50 (Burnett, Fisk Lunsford 1987; Speck 1987).

31

(Alden, Hoyer Lee 1993; Toncar 2001; Weinberger and Spotts 1989).

Speck (1987), , 51% . (, 2008)

Weinberger Spotts (1989:39), ... , (35.5% 24.4%) . . (Alden, Hoyer & Lee, 1993:65)

Toncar (2001) Weinberger and Spotts (1989) (33% 28% ). (Hatzithomas Boutsouki, 2009)

Alden Martin 1996, , , , , ..., .

Koudelova and Whitelock (2001) 25.8% 8.9% . (Hatzithomas Boutsouki, 2009:5)

(2006), Speck (1987) 37.8% . (, 2008:20).

: D. Alden & D. Martin 1996

32

4.5

, , (Alden, Hoyer & Lee, 1993:65). executional factors ( ) (Eisend, 2009:193).

Madden Weinberger (1984), (, 2008:52). Madden Weinberger (70%), (47%), (37%), (36%), (B2B) (24%) (13%) (, 2008:53). , , (Spotts, Weinberger Parsons, 1997, , 2008:53).

Elaboration Likelihood Model2 (ELM; Petty and Wegener 1999, Eisend, 2009:193). ELM, () (Eisend, 2009:193). (Rossiter et al. 1991; Vaughn 1980, 1986; Weinberger et al. 1994) / . . (, ) (, ). (Eisend, 2009)

FCB (Foot, Cone and Belding grid) (Vaughn 1980, 1986, Varey, 2002 , 2008). , ( ) (think) (feel) (Varey 2002, Weinberger Spotts 1989, Toncar 2001, , 2008:53). ( , ),

2 (Elaboration Likelihood Model, ELM) , , ( ). , , , ( ) ( 2008, . 372, Petty .., 1981).

33

( ), ( , ) (, , ..) (, 2008:54).

Weinberger Spotts (1989) (37,9%), (23,9%) . 56,2% , 25% 31,8% 20% (Weinberger & Spotts 1989, 2008:54).

Weinberger Campbell (1991), 1600 , FCB (Weinberger Gulas, 1992:52). (, ) 10% . , 39,6% (Weinberger Gulas, 1992:52). , FCB. Weinberger Campbell (1991) , , . , (Weinberger Gulas, 1992:52). (Bauerly, 1990, Scott, Klein Bryant, 1990, Stewart Furse, 1986).

Gulas Weinberger (2006) (Product Color Matrix), , , (Eisend, 2009:194). Rossiter .. (1991) Gulas Weinberger (2006), . H : , . (Eisend, 2009:194).

Eisend (2009:194):

/ . , (, ). , (Zhang Zinkhan 2006, Eisend, 2009:194). , ,

34

.

/ , . , . brand attitude ( - ) , , brand.

/ , . , . (, ). . , , .

/ . brand attitude . . brand attitude .

: Eisend 2009

, , (Weinberger Spotts 1989, Toncar 2001, , 2008:56). , Spotts, Weinberger Parsons (1997) , (, 2008:56). , ,

4.1 - brand attitude

( /, )

+

( / , )

- "+" brand attitude "-" ""

-

( / , )

+

+

( / , )

+

+

35

3 , (Flaherty, Weinberger & Gulas, 2004, 2008:267).

, . Rossiter Percy (1997), , . , , (, 2008:267). ( , ) , . , ( ) (Hatzithomas Boutsouki, 2006, , 2008:267).

Hatzithomas Boutsouki (2006) Rossiter Percy (1997) Speck (1991) (, 2008:58).

4.2 Rossiter Percy, 1997

Rossiter Percy (1997) .

3 , , , ( 2008).

( : , , , )

( : , , )

( )

.. , , , ( )

.. -, , , , ( )

( , , )

.. , , ( )

.. , , ( )

: , 2008

36

(, 2000, , 2008:56). (brand attitude). (, 2008:58).

Hatzithomas Boutsouki, 2005, 37,8% . , 85,2%, 55,6% 34,3% . ( ), ( ) (, 2008:58).

, , , Flaherty, Weinberger Gulas (2004). , , , (, 2008:59).

Hatzithomas Boutsouki (2006) ( ), ( ) (, 2008:59).

, (McCollum/Spielman, 1982, Stewart Furse, 1986, Eisend, 2009).

4.6

, . , . (, 2008:262)

, .

37

, (De Pelsmacker Geuens, 1999, , 2009:37). , . (, 2009:37)

, . , (Eisend, 2009:195).

(Eisend, 2009:195). , . , Speck (1987), , (Eisend, 2009:195).

, (Bryant .. 1981) , . Gulas Weinberger (2006) (Eisend, 2009:195).

Hatzithomas Boutsouki (2006) . , . , . , (, 2008:63). ( ) . , , (Mukherjee Hoyer, 2004, , 2008:63).

4.7

. Weinberger Gulas (1992)

38

. , (Cline Kellaris, 2007:55). Madden (1982) (Cline Kellais, 2007:55). Weinberger Campbell (1991) . . (Cline Kellaris, 2007:55)

Krishnan Chakravarti (1994) . (.. ) (Kellaris Cline, 2007:500).

Cline Kellaris (2007), (. ) , . , (. ) . , .

Spotts, Weinberger Parsons (1997) Speck4 (1991) (Cline Kellaris, 2007:56). Eisend (2009) , brand attitude . Eisend (2009), , . ( ) . , , brand attitude .

4.8

. , . (Weinberger, Spotts, Campbell Parsons, 1995:44)

4 , Speck (1987, 1991) : , , /.

39

Madden Weinberger (1984) . (84%) (88%) . (39%) (40%) . , direct mail (22%) (29%) . . , , . (Madden Weinberger, 1984)

Weinberger Spotts (1989) (81%) (81%) , (58%), (50%) outdoor (65%).

Weinberger .. (1995) Madden Weinberger (1984), 30.6% 24.4% , 9.9% . . , . (Weinberger .. 1995:51)

, . , , , . , , , . . , , (Weinberger .. 1995)

Hatzithomas, Boutsouki Zotos (2007) 27% (, 2008:268). Hatzithomas Boutsouki (2006) 37.8% (, 2008).

40

5.

5.1

, Speck (1991).

:

- ;

- ;

- ;

- ;

- ;

- ;

- ;

- ;

- ; ;

5.2

, ( , 2012). : , ( 2011, , 2012).

285 . ( ) , (Esquire Playboy), (Elle Close Up) (Ok magazino).

, , . , Rossiter Percy (1997) . ,

41

Speck (1991) , , .

SPSS, ( ).

42

5.3

, , ( , , ), Speck ( 5.1). . .

, , ( 5.2). .

, , , (Alden, Hoyer & Lee, 1993:65). executional factors ( ) (Eisend, 2009:193). Madden Weinberger (1984) , . , ( 5.3). Rossiter Percy (1997).

, , . , (2009) - , , , , . 5.4. ( Speck) .

5.5 .

(2009) , (Kellaris

43

Cline, 2007, Beard, 2005, lden .., 1993). 5.6 .

Spotts, Weinberger Parsons (1997) Speck (1991) (Cline Kellaris, 2007:56). Eisend (2009) , brand attitude . , 5.7 .

(2009), , , , . , , , . , Hatzithomas Boutsouki (2006) . 5.8, 5.9 5.11 , , .

44

5.1 Statistics

eidos diafimisis N Valid 285

Missing 0

eidos diafimisis

Frequency Percent Valid Percent Cumulative Percent Valid humor 36 12.6 12.6 12.6

fovos 6 2.1 2.1 14.7

geniki 243 85.3 85.3 100.0

Total 285 100.0 100.0

5.1

285 (85,3%) . 6 (2,1%), . 12,6% , 36 , , 1 10 .

45

5.2 eidos diafimisis * eidos periodikou Crosstabulation

eidos periodikou

antriko gynakeio eidikou

endiaferontos

eidos diafimisis humor Count 8 20 8

% within eidos periodikou 17.0% 11.3% 13.1% fovos Count 1 2 3

% within eidos periodikou 2.1% 1.1% 4.9% geniki Count 38 155 50

% within eidos periodikou 80.9% 87.6% 82.0% Total Count 47 177 61

% within eidos periodikou 100.0% 100.0% 100.0%

5.2

5.2 17% , 11,3% 13,1% . .

46

5.3

typos proiontos xamilis

anamiksis - thetika kinitra

xamilis anamiksis -

arnitika kinitra ypsilis anamiksis - thetika kinitra

ypsilis anamiksis - arnitika kinitra

eidos diafimisis

humor Count 11 1 22 2 % within typos proiontos 30.6% 16.7% 10.5% 6.1%

fovos Count 0 0 4 2 % within typos proiontos 0.0% 0.0% 1.9% 6.1%

geniki Count 25 5 184 29 % within typos proiontos 69.4% 83.3% 87.6% 87.9%

Total Count 36 6 210 33

% within typos proiontos 100.0% 100.0% 100.0% 100.0%

5.3

, 30.6% . 16.7% 10.5%. , 6.1% .

, 6.1% (1.9%) . .

47

5.4 typos humor

Frequency Percent Valid Percent Cumulative Percent Valid pnevmatwdes 18 50.0 50.0 50.0

synaisthimatiko 4 11.1 11.1 61.1

Satira 7 19.4 19.4 80.6

synaisthimatiki kwmwdia 4 11.1 11.1 91.7

pliris kwmwdia 3 8.3 8.3 100.0

Total 36 100.0 100.0

5.4

, (50%). , . 19.4%. . . (11.1%) . . . , (8.3%).

48

5.5 typos humor * eidos periodikou Crosstabulation

eidos periodikou

antriko gynakeio eidikou endiaferontos typos humor pnevmatwdes Count 6 9 3

% within eidos periodikou 75.0% 45.0% 37.5% synaisthimatiko Count 0 4 0

% within eidos periodikou 0.0% 20.0% 0.0% satira Count 2 3 2

% within eidos periodikou 25.0% 15.0% 25.0% synaisthimatiki kwmwdia

Count 0 2 2 % within eidos periodikou 0.0% 10.0% 25.0%

pliris kwmwdia Count 0 2 1 % within eidos periodikou 0.0% 10.0% 12.5%

Total Count 8 20 8 % within eidos periodikou 100.0% 100.0% 100.0%

5.5

. , ( 75%) ( 25%). (45%) (20%), (15%), (10%) (10%). .

49

(37.5%), (25%), (25%) (12,5%) . , .

5.6 thematikh sysxetisi

Frequency Percent Valid Percent Cumulative Percent Valid syndedemeno thematika 27 75.0 75.0 75.0

mi syndedemeno thematika 9 25.0 25.0 100.0

Total 36 100.0 100.0

5.6 -

, (75%), . , , (25%).

50

5.7

thematikh sysxetisi * typos proiontos Crosstabulation

typos proiontos

Total

xamilis anamiksis -

thetika kinitra

xamilis anamiksis -

arnitika kinitra

ypsilis anamiksis -

thetika kinitra

ypsilis anamiksis -

arnitika kinitra

thematikh sysxetisi

syndedemeno thematika

Count 9 1 15 2 27 % within typos proiontos 81.8% 100.0% 68.2% 100.0% 75.0%

mi syndedemeno thematika

Count 2 0 7 0 9 % within typos proiontos 18.2% 0.0% 31.8% 0.0% 25.0%

Total Count 11 1 22 2 36

% within typos proiontos 100.0% 100.0% 100.0% 100.0% 100.0%

5.7 -

31.8% , 18.2%.

51

5.8 kyriarxo stoixeio

Frequency Percent Valid Percent Cumulative Percent Valid kyriarxo humor 13 36.1 36.1 36.1

kyriarxo mhnyma 23 63.9 63.9 100.0

Total 36 100.0 100.0 5.8

36.1% , (63,9%). . , .

52

5.9

entasi humor

Frequency Percent Valid Percent Cumulative Percent Valid xamili 14 38.9 38.9 38.9

mesaia 18 50.0 50.0 88.9

ypsili 4 11.1 11.1 100.0

Total 36 100.0 100.0 5.9

(50%). , , (38,9%). , (11.1%).

53

5.10

entasi humor * kyriarxo stoixeio Crosstabulation

kyriarxo stoixeio

kyriarxo humor kyriarxo mhnyma

entasi humor xamili Count 2 12 % within kyriarxo stoixeio 15.4% 52.2%

mesaia Count 8 10 % within kyriarxo stoixeio 61.5% 43.5%

ypsili Count 3 1 % within kyriarxo stoixeio 23.1% 4.3%

Total Count 13 23 % within kyriarxo stoixeio 100.0% 100.0%

5.10

, ( 61.5%) ( 23.1%), . ( 52.2%) (43.5%).

54

5.11 -

entasi humor * typos humor Crosstabulation

% within typos humor

typos humor

Total pnevmatwdes synaisthimatiko satira synaisthimatiki

kwmwdia pliris kwmwdia entasi humor xamili 38.9% 75.0% 42.9% 25.0% 38.9%

mesaia 55.6% 25.0% 42.9% 50.0% 66.7% 50.0% ypsili 5.6% 14.3% 25.0% 33.3% 11.1%

Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

5.11

, (55.6%) (38.9%). (75%) (25%) . ( 42.9%), 14.3% . (50%) 25%. , (66.7%), (33.3%), . . .

55

5.4

, 12.6% . (30.6%), Weinberger Spotts (1989) (37.9%) (56.2%). , Spotts, Weinberger Parsons (1997) , . , , 6.1% .

(50%), . 19.4% . - . (2009) , .

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(75%) . (2009) , .

, , . Eisend (2009) , brand attitude .

(63.9%) ,

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. (2009), , (Yeoh 2000, De Mooij, 1998, Hofstede, 1980). . , , , (Zaheer Zaheer, 1997 , 2009).

, . (2008), .

(17%). , (75%) (25%), . .

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, (8.3%), . , . , , . , . Hatzithomas Boutsouki (2006) , .

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Ermis awards 2012.

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Cannes Ad Festival t 2013.