Τhe aim of this study is to define if theories regarding humour can increase effectiveness and efficiency in communication through advertising. By studying relevant literature one will find several theories of humour. Theorists like Hobes, Freud, Lauer and others have dealt with the particular characteristics of humour as an attitude in relation with happiness or cheerfulness, surprise, laughter, or even in some cases with humour as an expression or release of sexuality or aggressiveness.


However the etymology of the word humour, leads us to Hippocrates and his theory of the four humours, or in other words the four fluids that run within the human body. These four humours according to Hippocrates and his followers are influenced by genetic characteristics and environmental stimuli. Consequently, the order of them, which changes all the time, defines our physical and psychological states and therefore, our preferences and our responses to certain codes of communications.


The rest of the study is concentrated on this theory, which will be called the “Theory of Four Humours”. A model, which integrates all relative information has been designed and it will be called throughout the study: the “Integrated Model” or the “Model”. Chapter 2 presents basic theories of advertising as a process of communication, as described by Kotler, Pavlov, Gobé and others. Special attention should be paid on theories regarding semiotics and perception, the knowledge of which will help to minimize the gap in message encoding and decoding.


In Part 2 of the study, the research is presented, which aims to find if the Integrated Model can increase effectiveness and efficiency in Advertising. The research was held in three dimensions: a) the Delfi Group approach b) the questionnaire among a sample of 80 people, an additional questionnaire to a sample of 60 people and c) the Focus Group analysis. Even though the topic is too broad, due to the obvious limitations, the research examines, examples of emotional advertising only, and evaluates the colours as the most common code of communication worldwide. However a further analysis would include the evaluation of other communication codes such as words, sounds, tastes, flavours, and others. Coca-cola and Pepsi-cola advertising campaigns are studied in detail in reference to the Integrated Model. The findings lead to the conclusion, that, advertising campaigns, which apply the rules as derived by the Model, are more effective and efficient.