Humour & Advertising (Eng Summary)



Hippocrates and his followers theorised that our body consists of four main humours which is the phlegm, the blood, the yellow bile and the black bile.

He found that the environmental condition together with elements such as our age, influence the proportion of the four humours and that this difference on the proportion determines our preferences on qualities (cold, hot, dry, and moist). Galinos added that the variation of the four humours develops certain patterns of behaviour.

The current research introduces another relevant factor; the preference on colours, as displayed by applying the Newton’s colour wheel on the existing theory. Further in depth research could include preferences on sounds, shapes and motions as presented in the model.

So, according to this research, our preferences on food, colours, clothes, decoration, materials, friends, etc, constitute the output of an instinctive process of calibration of the impact that the environmental condition and our body’s general biological & psychological state have on our organism at each particular moment of time.


 In other words, our preferences aim to develop and maintain an ideal state for our organism.

The research indicates that the ideal body condition is a condition relevant to what we perceive as warm to – very warm, or in terms of the four humours theory to what is meant by the “blood” to “yellow bile” state.

Hippocrates theorised that this ideal condition can be achieved by using elements, either from relevant or from opposite conditions as described in the model.

Consequently, “pleasant” is the element, which leads our body to this perfect (therefore ideal) state. So, a fireplace might be the most pleasant element during a night in the winter, but obviously it could not be considered as pleasant at all, during a hot mid-day in the middle of the summer.

For all the above, it is obvious why Santa Claus wears a red suit, and almost none of the sun protection product package, use the red colour.

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