Table of Contents



Part 1: Literature Review
Prologue for PART 1 3
Chapter 1: What is Humour?
Theories about Humour 5
Socrates 7
Alexander the Rhetorician and Sophist 7
Aristotle 7
Cicerone (55BC) 8
T. Hobbes (1651) 8
R. Descartes (1650) 8
Schopenhauer (1819), 8
C. Baudelaire (1856) 9
H. Bergson (1899) 9
S. Freud (1905) & Psychoanalytic Theory 9
D.E. Berlyne (1960) & The theory of Inter -stimulation 10
The Gestalt Theory 10
A Koestler (1964) & the Cognitive Theory 11
W. Lauer (1974), 12
K.H. Kappas (1967), 14
The main Techniques in Humour 14
Etymology 16
The Nature of Humours 18
Humours and Biology 18
Hippocrates 18
Galen 20
Aristotle 22
Humours and Personality 24
Leigh, 1985 24
H.J. Eysenck 1953 25
Analysis of the Hippocrates Model 28
Chapter 2: Humours & Advertising
How is Humour applied in Advertising? 31
Relevant Issues in Advertising 32
Advertising Decisions 32
The communication Process 34
The Message 35
Message Encoding 37
International Advertising 40
The example of three successful stories 45
How to Eliminate the gap in Communication 51
The example of Apple & IBM 54
The Integrated Model 57
PART: 2  RESEARCH
Prologue for PART 2 62
Chapter: 3 Methodology
The Purpose of the Research 64
The Integrated Model and Methodological Issues 64
Who should be contacted? 67
Delphi Group 67
First Questionnaire: The Sample of 80 people: 70
The Questionnaire type: 72
Second questionnaire: The sample of 50 people: 76
Focus Group analysis: 82
The statistical analysis 84
Data Collection Methods & Techniques 85
Why choosing the particular Research Method? 87
Ethical Issues concerning the Conduct of the Research. 89
Chapter:  4 Data Analysis
Presentation of Data 91
Delphi Group & Focus Group 91
First Questionnaire and the Sample of 80 correspondents 98
Second Questionnaire and the Sample of 50 correspondents 104
Conclusion on the Research Findings 116