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, . ,
, .

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.
15
-- --

,
,

,
. ,
,
, ,
.
,
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.
- (1947-1967)
-
,
(1967-
1974)
. ,

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,
, .
,
, ,
,

19
20 ,
,
16
-- --

, ,
,
.
, ,

, .
17
-- --

Dr. Gallup reports that if you say something

which you dont also illustrate, the viewer
immediately forgets it. I conclude that if you dont
show it, there is no point in saying it. Try running
your commercial with the sound turned off.
If it doesnt sell without sound, it is useless. *
D. Ogilvy
* O . , ,
. ,
.
. , .
18
-- --

19
-- --

.
, ,

, ,

.
,

.
. (Julian
Sivulka, 1999)

, 1440.
, Gutenberg,
,
.
,
, . (Julian Sivulka,
1999)
,

,
20
-- --

. ,
,
. (Julian Sivulka, 1999)

,
,

. 1447
.

, ,
, , , . (Julian
Sivulka, 1999)

.
, . (Julian
Sivulka, 1999)
1625.
,

advertisement (),
advertisen,
.(Julian Sivulka, 1999)
21
-- --

,

.

, ,

,
Richard Hotstadter.
,
,
, .
(Julian Sivulka, 1999)
,
,
,
,
, ,
.
,
.
22
-- --

, . (Julian
Sivulka, 1999)
,

,
. 1750 , 1.3
,

,
.

.

,

. John Campell
, 1704
Boston News-Letter.
Pennsylvania Gazette 1728, Benjamin

Franklin
.
Franklin
23
-- --

,
Franklin,
,

.
1999)
,
( ) .
,
, .
,
. ,
,
, Marilyn Kern-Foxworth. (Julian
Sivulka, 1999)
, .
,
.
300-400 . (Julian Sivulka, 1999)

, broadsides,
.
,
24
-- --

,
. ,
, ,
1999)

.
, ,
. (Julian Sivulka,
1999)
,

,
, . ,
,
. (Julian
Sivulka, 1999)
,
,
,
. (Julian
Sivulka, 1999) (Julian Sivulka, 1999)
25
-- --

1850, .
, ,
.
,
,
.
, (1860-1865),
,
.
,

1840,
55.000 ,
,
,
,
.
,
, .
1879 .
26
-- --

,
. (Julian Sivulka,
1999)
1872 Montgomery Ward

2.400
163 . Montgomery Ward

.
. ,
. ,
,
.(Julian Sivulka, 1999)
1839

.

,
. (Julian Sivulka,
1999)

,
,
, . ,
,

27
-- --

, , ,

,
, .
,
,
. ,
,
,
, ,

, ,
,

. ,
,
, ,
.
,
.
.

300-400
28
-- --

,
, .
,
New York Herald, james Gordon Bennett
1835. ,
Bennett, .
Bennet, ,

.
,

.
, , ,
.
,

, , ,
.
. ,
, , .

. ,
,
29
-- --

,
1839,
.
1860 , ,
,
.
,
,

, . ,
1870
.
,

. (Julian
Sivulka, 1999)

. ,
,
marketing.
,

30
-- --

,
, .
,
,
.
,

,
. (Julian
Sivulka, 1999)
,

. 1890,
, ,
,
. , ,
,
. (Julian
Sivulka, 1999)
31
-- --

,
(,
, ).
,

.
,
.
: , ,
,
,
,
,

.

,
.
,

.
32
-- --


,
. ,
, ,

.
.

,
. ,
50 60
,
,
,
. ( , 2008)

.

.
( , 2008)
33
-- --

, , . ,
, (voice mail),
(pagers), ,
,
. (Julian
Sivulka, 1999)

,
. ,
,
,
,
.
,
,
. ,

modem ,
.
,
34
-- --

On-line
,
,
.
1987, marketing Buick General
Motors ,
.
.
(World Wide Web),

Internet,
.
1960,

, ,
.
,
,
-
,

,
sms,
35
-- --

, demos
video clip. ( , 2008)
20

.
. , ,
,

.

, ,
.

.
,

,

. ( , 2008)
36
-- --

H
(1930 -1945)
,
.

, ,
, .
,
,
. 1927,

,
.
,
, Herbert Hoover.
.
,

.
NBC TV ,

37
-- --

1939,

.
,
.
.

. (Julian
Sivulka, 1999)

(1945-1960)
M ,

1948.
,
-
. H
. ,
: CBS NBC, ABC. (Julian
Sivulka, 1999)
38
-- --

(1960-1975 )
90% ,

1960, 10%
1950. (Julian Sivulka, 1999)
,
.

, ,
Rosenblum.
20 .
.
.

.
,
, ,
.
39
-- --

A.

40
-- --

1930-1945 H

41
-- --

1.

1,
14:29 1941,
Bulova 9$ New York City NBC,
WNBT ( WNBC) spot 20'',
baseball, Brooklyn Dodgers
Philadelphia Phillies. spot,
Bulova ,
: "America runs on Bulova
time!" ( , 2008), (Julian Sivulka, 1999)
2.
,
. O
, ,
Moet & Chandon, 1904.
, 1898
.
,
!
.

. (
, 2001)
,
,
42
-- --

,
,
,
. ,
,
,
Robert-Houdin,
. ( , 2001)
' ,
:
Robert, Picon,
Delion, Menier,
Brunot, John Dewar,
Bornibus, Poulain, Orbec,
Mystere, Fallieres,
Xour, Moritz,
Nestle.
, ' .
, ,
. (
, 2001)
,
.
,
Ford Motor Company
1915, .
, ,
, 1920 ,
43
-- --

( ),
, .
,
'40 Union Oil
1953, ' .
( , 2001)
44
-- --

1945-1960
45
-- --

3. 1960

. , 1953,

. , ,
,
,
. ,
, ,

. , 1954
1960,
.
,

,
. ,

,
marketing:
.
, ,

,
46
-- --

,
4.
,
.
, ,
.
, ,

.
,
,
,
, ""
. ,
,
.
, .
,
,
, ,
47
-- --

,
,
, .

Aunt Jemima 2 Cream of Wheat 3
Hiram Walker
Pullman. ,
,

5.
,
.
.
,
.
, Philip Morris
4
"I Love Lucy," General Mills "Betty
Crocker's Star Matinee" Dutch Master "Ernie
Kovacs Show."
- ,
-
.

, . (Julian Sivulka, 1999)
, ,
,
48
-- --

. To NBC, "Kraft Television Theater"

1947. "Howdy Doody"
"Kukla, Fran & Olie." To 1948, "Ed
Sullivan Show" CBS. , "Texaco Star Theater,"
, .
, Texaco

"
5
." ,
, Milton Berle.
,
1948 , John Cameron Swayze

"Camel News
Caravan" NBC. ,

, .
, Swayze 6

Timex: "
." (Julian Sivulka, 1999)
1950, ,
100 (
). ,

. , 9,7
, 9

. , 1954,
49
-- --

.
200 ,
2500 ( ,
3000 ). 1960
,
,
,
. ,
1975,
, ,
. , ,
.
1954, Betty Furness 7, ,
Westinghouse ,

, Dinah Shore
Chevrolet 8, Polly Bergen Pepsi, Ozzie Harriet
Nelson Coca-Cola 9. ,
,

. 1948,
, Ajax
Pixies 10
Ajax. ,
Bert Harry Piel Pier 11
, Bear 12
Hamm Tony the Tiger 13

"
--!" Frosted Flakes.
50
-- --

1950,
. (Julian Sivulka,
1999)

, Chevrolet. Campbell-Ewald,
Chevrolet 14
,

. ,

, .
,
. (Julian
Sivulka, 1999)
,
. , ,
, ,

,
.
, ,
,
, . , Howdy Doody, Miss
'France' of Ding Dong School Captain Midnight,
Ovaltine. (Julian Sivulka, 1999)
1950,
, ,
"."
51
-- --

, ,
,
. 1959,
, ,
Geritol, Revlon Bristol-Meyers
,
,
.
,
,
1960, ,
,
.
,

,
. , ,
"", ,
6.
Rosser Reeves
Rosser Reeves, Ted

Bates, . Reeves,
, ,
52
-- --

,
. , Reeves

. ,
,
,
Reeves, - -
.
, .
, Fleischmann,

. Reeves
Bates 16
1945,
130 1960. (Julian Sivulka, 1999)
Reeves,
.
,
. 1952, , ,

Dwight Eisenhower
. 2
,
. ,
.
, Reeves
53
-- --

: "Eisenhower,
." :"
Eisenhower !" ,
, Eisenhower, ,
, 15
Leo Burnett
Reeves, Burnett
.
- , , -
Burnett,
, , . (Julian
Sivulka, 1999)
Burnett " ",

,
. , ,

. -
-
, Burnett,
Reeves,
. Burnett,
, ""
. Burnett
,
,
54
-- --

"" .
, Jolly Green Giant 15

Paul Bunion. ,
Burnett, Tony the Tiger Kellogg's: Frosted
Flakes "Snap! Crackle! Pop!" 16
,
Kellogg's: Rice Krispies. (Julian Sivulka, 1999)
Marlboro ,
Burnett. ,
1955,
, :
Marlboro. , ,
-,
, ,
,
. ,
17
, .
,
18
,
Marlboro, ,
.
, ,
.

Burnett,
. ,
55
-- --

1960-1975
56
-- --

7. ,
, ,
. ,
.
, : Leo Burnett,
David Ogilvy Bill Bernbach
Doyle Dane Bernbach (DDB).
,
.
Burnett, Ogilvy ,
Bernbach ,

,
. ,
,
-"."
, .
,

,
.
57
-- --

. ,
. ,

. , .
.
, ,
.
,
, .(Julian
Sivulka, 1999)
,
, George Lois,
Julian Koenig, Mary Wells, Carl Ally, Jerry Delta
Femina George Gossage. O Lois,
DDB ,
.
Wolfschmidt, Papert,
Koening Lois (PKL)
, .
PKL,
,
Xerox. ,
,
.
,
. To PKL,

Allerest, Coty Cremestick, Naugahyde. '
58
-- --

, ,
Mary Wells, McCann-

Erickson DD,
,
,
. 1963, Jack Tinker Partners,

Alka-Seltzer: ."
,
, .
. Baniff International Airlines
" ," Wells
,
Pucci . .
, "
",

. , "
, ".(Julian Sivulka,
1999)
, Wells Jack Tinker,

Braniff
, Wells, Rich & Greene (WRG).
, .
WRG ,
Alka-Selteer: " " " ,
." , WRG
59
-- --

,
, ,
Benson & Hedges
100's 19
. , ,
, ,
,
,
, ,
,
. 1970,
.
,
. ,
,
, . To 1970 30
, 1
2 ,
(1964-1970). (Julian
Sivulka, 1999)
, ,
, . ,
,
" ,"
.
60
-- --

. 1970,
,
, ,
8. MADISON AVENUE
1960,
.
1970,
,

. ,
, .
, ,
Madison Avenue . "
, 1920,
,
," Stephen Fox.
"
, ,
." ,
,

. ' , ,
, .
61
-- --

.

.
.
,
,
,
. ,
, ,
.
1950 1960,
.
,

. ,

. DDB
Levy, "
Levy's".20
,
, . ,

. , 1963 Lever Brothers,
62
-- --

,
.
All, Art
Linkletter
, .

, . 1964
General Motors
Western "Bonanza,"
guest star
. NBC NAACP ,
, GM
. , 1968, Chrysler,
Petula
. Chrysler

Petula Clark,
, Harry Belafonte. H Chrysler,
. (Julian
Sivulka, 1999)
, ,
,
Julia, The Bill Cosby Show The Flip Wilson Show.
, ,

, . (Julian
Sivulka, 1999)
63
-- --

,
.
1920,
1960. ,
,
,
.

,
, , ,
" "
. , Betty
Friedan The ''Feminine Mystique (1963),
. ,
Friedan,
. (Julian
Sivulka, 1999)
(NOW),
1966,
.
, ,
, ,

.
,
64
-- --

,
Tina Santis, Colgate-

Palmolive, 1974: marketing
,

. (Julian
Sivulka, 1999)
,
" "
" ",
.
,
.
,
,
.
, Ajax. 1964, Ajax -
-
.
,
, ,
,
.
, , Dior,

65
-- --

. , , , ,
1965,
Vel. ,
" " . ,
1999)
,

. ,
, .
,
,
.
, " "


.
Maidenform, ,

, Maidenform 21
. ,
,
, "
. ,
1960,
, Maidenform
. , Virginia
Slims ,
66
-- --

.
22
,
,
. 1973,
Charlie Revlon , ,
,
. ,
marketers
, . ,
,
,
,
,
,
,

. 1964,

,
."
, . ,
,
: ":
." ,
67
-- --

g ".
William Bryan Key
William Bryan Key,

,
.
Vance Packard Hidden Persuaders (1957),
Key

,
. , Key

Ritz Camel
,
New York Times. Key, " ,
,
.
,
,
.
, 1960. ,
, John F.Kennedy
Richard Nixon,
.
, Kennedy ,
Nixon. 1964,
68
-- --

,
Doyle Dane Berbach,
. ,
,
. ,

Lyndon Johnson: "
." 23
Joe McGinnis The Telling of the President 1968,
.
, ,
Richard Nixon Hubert
Humphrey. ,
, ,
,
,
.
1970,
400
, 1977 ,
20.000 .
,
. ,
1975,
" " 7.060,
, , .
,
69
-- --

. " " Peggy

Charren,
(ACT), "

." ,
,
, ,
1972, (FTC),
, "
'' ''
." To FTC, ,
.
1965, ,
Soupy Sales, ,
,

George Washington, Abraham Lincoln
Alexander Hamilton Soupy
Sales, WNEW, ." . ,:
" , Brink. (Julian
Sivulka, 1999)
, ,
,
" ."
, ,

70
-- --

,

,

.,
,
. (Julian
Sivulka, 1999)
71
-- --

1975-1990

72
-- --

9. 1970:
: Madison Avenue
" ," AI Ries

Jack Trout,
, Advertising Age
.
Madison Avenue . ,
.
1950, Trout &
Ries .
Trout
Ries. " ,
." ,
.
, n
( Rosser Reeves)
, . ,
,
. ,
"," "," "
,
,
.
,
73
-- --

60 ,
30
. , ,
,
. ,
.
"" ,
Foote Cone & Belding.
; :
Shout (shout ,
). , Alka
Seltzer 24
(, , ! ),
Wells, Rich & Greene,

.
Purina Kitten Chow,
Meow Mix
"Meow, Meow, Meow..." ,

,
,
,
.
,
,
. ,
Scali, McCabe, Sloves
74
-- --

. Perdue,
Frank Perdue,
"
". 25
, "
,"
Perdue,
.
Volvo : "


, , 1981,
. ,
,
,
"" . , ,

, .
,
,
,
,
. NBC
1964. 1972,
ABC CBS,

. ,
75
-- --

,
n
,

. ,
fast food.
fast rood,
.
Burger King ,
,
,
. Burger
King "
" " ." 26

, Burger King
, McDonald's,
Burger King,
, , ,
.
David Ogilvy, "

, ."
, Ogilvy & Mather,
76
-- --

1981,

" ." (Julian Sivulka, 1999)
,
David Ogilvy. Ogilvy,
,
. ,

,
.
marketing ,
Coca - Cola, Pepsi 7- Up
,
.
, Coca-Cola,
, - "It's the Real
Thing". 27 , Pepsi,
, " Pepsi,"
,
1960 1970. Pepsi ,
, '
,
77
-- --

Pepsi :
Pepsi Coca-Cola,
,
Pepsi. Pepsi,
1975. ,
" Pepsi
Coca-Cola."
, : "
Pepsi, ." ,
, Pepsi
marketing
. 1983, Coca -Cola
Bill Cosby,
Pepsi.
Pepsi, , " Coke
Pepsi , ."
Pepsi . (Julian Sivulka, 1999)
1979, McCann-Erickson
Mean Joe Greene,
Pittsburgh Steelers,
- Coke-
.
1982, The Steeler and the Pittsburgh
Kid,
. , Coca-Cola
Max Headroom,
"" .
1985, Coca-Cola,
78
-- --

,
. Max Headroom ,
" Coke" . ,
1500 Coke,
Coca-Cola,
. , Coca-
Cola, ,
"Coca-Cola Classic." ,
Donald Keough ,

. ,
Cherry
Coke,
. Coca-Cola

, Pepsi
.
: " Coke; Coke; Coke;
Coke; , Pepsi,
." Pepsi ,
,
, Michael Jackson, Lionel Ritchie
Madonna, .

, Cola,
. (Julian
Sivulka, 1999)
79
-- --

, 7-Up .
, 1929,
, , "Bib
Label Lithiated Lemon-Lime Soda."
7-Up,
, "
." 1960, , 7-Up
,
.
1968, Coca-
Cola Pepsi "-Cola,"
.
, 7- Up
, Coca-Cola
Pepsi. , , Dr.Pepper
,
Sprite Mountain Dew 7-Up.
, 7-Up
. 1970,
, " 7-Up".
, ,
.
, ,
Cola, .
, Geoffrey Holder,
Pepsi, Coca-Cola

80
-- --

: " 7-
Up;" , ,
1970,
,
. , "
Robert Abel and Associates. ,

7-Up ","
28
.
Abel, Kawasaki,
1977, " "

, ,
, ,
. ,
Stanley Kubrick
2001 : . ABC,
CBS, ,

.
, Abel
, Levi-
Strauss. Foote Cone & Belding,
Levi,

,
81
-- --

,
Madison Avenue.
,
1970. ,

, .
10. H TOY 1980.
, .
1980,
,
.
,
,
. ,

, ,
.
,
, .
,

,
1970, ,
o .
82
-- --

, 1980,
,

. Miller Brewing Company
,
, .

, Miller,
, ,

. 1950, Miller
, .

beach volley 1980,
. ,
, , ,
, ,
, marketing .
,
,
Winston Cup, ,
"" Marlboro
.
,
83
-- --

Apple, Chiat/Day
, ,
Advertising Age,
. 1984,
acintosh. 2.495 .
Apple ,
,
, .
Apple
"1984", ,
Super Bowl 1984. 29
IBM,
Chiat/Day,
, " 1984
1984." Apple,
, 50000 100 .
, 72000 .
,
, " "
Super Bowl
, Apple
"Lemmings", 30

,
IBM Apple. (Julian Sivulka, 1999)
84
-- --

,
,
.
1980, marketers
. ,

.
, 1989, ,
12%, 136 ,
, 5%,
123 . Unilever,
1
24 , Procter & Gamble, 900
18 , Nestle,
600 19 . ,
Dentsu Inc. ,
McCann-Erickson Worldwide to J.Walter Thompson Co.
marketing,
:
marketing.
, ,
. , Benetton,
,
-, .
,
85
-- --

,
.
. Levi's
Kodak. , Coca-Cola
,
" , ,
," . 5 ,
Pepsi,
" " 1989, Madonna.
,
,
, 250
, ,
,
.
marketing, ,
.
, Tang
. ,
,
Tang
. Lux
,
, ,
, .
, ,
86
-- --

,

, .
,
.
, , , ,
, ,
,
. ,

,
, ,
. ,
, ,

,
.

. Coca Cola,
. ,
'' Coca Cola'' ,
'' .'' Coca Cola
87
-- --

'' ''. (Julian

Sivulka, 1999)

,
.
,

.
,
. ,

. , ,
.
,
,
, .
11. H

,
,
. To Foote Cone & Belding, MTV
Levi-Strauss "501,"

. , ,
88
-- --

. ,
California Raisins, ,

,
Marvin Gaye " I Heard it Through the
Grapevine." 31
To 1988, " ,"

, . (Julian
Sivulka, 1999)
To ,
Paco Rabanne," David Ogilvy.
,
" ," 32

,
. "," .
"," ."
," .
,
. ,
. ,

, . (Julian
Sivulka, 1999)
, Chanel .5,
,
" ."
89
-- --

.
,
, , .
,
, .
, , "

."
Obsession Calvin Klein,

.

, . , 17
Obsession
40
,
. ""
. , 1980,
Sergio Valente, Bon Jour, Calvin Klein, Gloria
Vanderbilt Jordache, 40
. Calvin Klein
1981 ,

Brooke
Shields, , "
Calvin ; . 33
(Julian
Sivulka, 1999)
90
-- --

1990 :

91
-- --

12.
49
,
40, 50 .
, ,
,
18-34 , , ,
, fast food
. 7%
, .
, o 40,
,
. (Julian
Sivulka, 1999)
,

. , ,

, ,
,
. (Julian Sivulka,
1999)
92
-- --

, ,
,
, ,
.
,
, . 1920,
, Ty
Cobb Charlie Chaplin,
. ,
,
.
, ,
. Michael Jordan
, "Air Jordan" Nike.
Super Bowl, Joe Montana
,
, " Disneyland." NASCAR
Kellogg's Winston Cup,
20 .
Terry Labonte,
Winston Cup, 1979.
, ,
,
93
-- --

13.
1980,
, .
,
,
. "
;" Wired
1994.
,
, : To
.
.
,
,
,
, ,
,
,
.

. ,

. ,
,

94
-- --

,
. ,
,

. , ,
. (Julian
Sivulka, 1999)
14.
To 1993, Coca-Cola

" Coca-Cola."
, , Coca-
Cola ,
Hollywood
Creative Artists Associates (CAA),
.
Coca-Cola,
McCann-Erickson Worldwide,
" Coca-Cola." (Julian Sivulka, 1999)
,

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, Coca-Cola
" ,
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95
-- --

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Cola ,

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. 34
, 600.000
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. ,
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''-''
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,
,

96
-- --

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85
TV Food Network. ,
,
.
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,
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,
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" ."

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,
.
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97
-- --

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.
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14
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,
,
.
,
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Levi's
. (Julian Sivulka,
1999)
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,
98
-- --

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, 1.2
,
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, 25-54 ,
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,
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,
99
-- --

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, ,
.
,
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Top Gun 1986,
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.
,
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Sivulka, 1999)
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,

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Sales." (Julian Sivulka, 1999)
H. Ross Perot
To 1992,
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, .
, 19%
. ,
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,"
.
102
-- --

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,
marketing. (Julian Sivulka,
1999)
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,
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. "
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,

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,
, ,
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, 2001)
105
-- --

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,
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, "
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,

, , ,
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,
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. (Julian Sivulka, 1999, 446)
106
-- --

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,

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1993, Coca-Cola,
,
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, , .
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,
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,
, ,
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, ,
. , ,
107
-- --

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,
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,
,
,
, Foster Farm .
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. ,
108
-- --

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1990. "Just
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. ,
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.
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,
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109
-- --

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, Lilyette,
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,
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, .
, ,
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. ,
.
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.
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,
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. ,
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. "!
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,
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, , ."
,
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. "
111
-- --

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,
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: "
Ronald Reagan AIDS
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,

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,
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, .
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, : "
."
. Los Angeles Times,
.
Benetton,
,
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112
-- --

, ,
"retro-marketing.
Coca-Cola, 36
Elsie 37
Borden
Maxwell House,

baby boomers ." (Julian
Sivulka, 1999)

,
.
,

,
.
, ,
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.
,
. ,
, marketers.
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1971 " ,"
113
-- --

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Meyer,
1960, " Oscar
Meyer" " O-S-C-A-
R." ,
. House of Seagram,
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, "
."
, Seagram
, . (Julian
Sivulka, 1999)
,
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the Box 38

1980
. Borden,
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1966),

. Elsie
,
. Little Miss Coppertone,
Coppertone, ,

, UV
,
114
-- --

. -
(1945-1960)
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Brylcreem ,/
, ./ , ,/
Brylcreem ./ Brylcreem ,/
Brylcreem, ,/ Brylcreem,
,/ , . (Julian Sivulka,
1999, 300)
Colgate
Colgate, Colgate Dental Cream.

( ),
Bosco
Bosco, ,/
Bosco, /
./ Bosco
D./.. Bosco.
! (Julian Sivulka, 1999, 300)
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To Old Spice ,
./
./ , , ... (Julian Sivulka, 1999, 300)
115
-- --

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, /
,/ ,
Gillette/
, . (Julian Sivulka, 1999,
300)
Campbell
.. /.. /
Campbell/.. ! (Julian Sivulka, 1999, 300)
Doublemint
, /
, , Doublemint Gum./
, ,/ Doublemint
/ ',
, /
./, ,
/ / / Doublemint Gum.
(Julian Sivulka, 1999, 300)
Chevrolet
Chevrolet . /
: Chevrolet
... ./
/
, , ,
Chevy. ' /
116
-- --

'Chevrolet' . (Julian
Sivulka, 1999, 300)
(1960-1975)
Oscar Mayer Wieners
, Oscar Mayer Wiener/

/ Oscar Mayer
Wiener/ . (Julian Sivulka, 1999,
351)
Armour Hot Dogs
Hot dogs, Armour Hot dogs/

Armour; / , ,
/ , ,
/
Armour /
! (Julian Sivulka, 1999, 351)
Pepsi Cola
/ Pepsi /
/ ' /
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, ./ Pepsi/ ,
./ ,/ Pepsi
./ Pepsi
117
-- --

. -
1995,
Advertising Age "50 "
. ,
1940 1950. (Julian Sivulka, 1999)
1940
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.
Lucky Strike: T .
Texaco: "Texaco" .
1950
Alka-Seltzer: Speedy Alka-

Seltzer.
Anacin:
.
Chevrolet: Dinah Shore "

Chevrolet ."
118
-- --

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."
1995,
.
1960: (Julian Sivulka, 1999)
1960
Maxwell House:
.
Lyndon Johnson:

.
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Marlboro" .
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."
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.
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."
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"" 100 .
119
-- --

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" .
1995,
.
1970 1980: (Julian Sivulka, 1999)
1970
Budweiser:
.
Volkswagen: ,
,
.
Miller Lite:
.
Xerox: ""
.
Life:
, "
!"
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"
".
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120
-- --

, .
Southern Airways:

.
7-Up: "-Cola"
"Uncola Nut."
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.
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1980
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.
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;"
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.
Energizer: ,
.
Federal Express:
, Fed Ex.
121
-- --

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.
Coca-Cola: Mean Joe Greene,
Coca-
Cola.
AT&T: ,
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.
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.
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.
Apple Macintosh:
George Orwell, "1984"
.
Pepsi-Cola: Michael Jackson "
."
Calvin Klein: Brooke Shields .
California Raisins:
"claymation" .
(Julian Sivulka, 1999, 387-388)
122
-- --

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1990
Bud Light: ,
, , ", !"
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100 .
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.
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Coca-Cola."
123
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169
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174
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( , 1997, 165)
175
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179
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180
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Efcharisto
. ( , 2006)
Nescafe Frappe:

, - nescafe
frappe , - nescafe frappe!
: '80,
,
. , '
. ,

.
181
-- --

,
' . (: TV ,
2008)
Nesquik: H
nesquik, ,
nesquik!
Stella: ,

Stella. -
-
.

. 35
, ,
.
, . (: TV , 2008)
Fiesta Frappe:
,
. ,
( )
: ,
.( , 2006)
Skip: 8, -
, 29. E
, ,
182
-- --

: 29
Skip - ...
Rexona: ,

. .
20 ,
.
. ( ,
2006)
Beau Mec:

. ,
.
,

. , , , ! (
, 2006)
:
. ,
... :
, , ,
,

!
, .( , 2006)
183
-- --

Amstel: A ,
Spot Thompson Amstel,
. O ,
, . I,
, , ,
.-
.
90
Helmera: : ,
.
Carnation:
Carnation, Carnation
, slogan, Carnation
.
Cutty Sark:
Cutty Shark,
, ,
Follow your heart with a Cutty Sark..
Bravo:
, ravo
.
Lila Pause:
, Lila
Pause - .
184
-- --

: ,
.
(: Technorati)
: ,
,
- !
R :
, ,
. ,
,
NOR .
: ,
aim - .
185
-- --

,

,

, ,
,
.
,
, ,

15 ,
, . A

. (Dell Dennison, 1998)
, ,
,
. ,
,
. on-line ,
, ,
, ,
,

online, .
186
-- --

IAB Hellas ,
(banners,
, , direct e-mails,
blog marketing ) 2006 16 .
.
,
. ( -
, 2007), (: ), ( , 2001)
A
, SMS
mobile marketing, ,
,
.
. ,
. . (Dell
Dennison, 1998), (K , 2007)
,
, .
,
,
,
,
. (Dell Dennison, 1998)
,

.
187
-- --

,
3.000
. ( , 1997)
,

. ,
, ,
,
,

. ( , 2001)
,
,
. ,
,
product placement, , ,
. ,
, ,
,
. ,

. (: , 2006)
,

.
(
188
-- --

, , ,
, ),

. ,
, ,
,
,
. ( , 2001)
Dr Peled, NDS
(
Videoguard
MediaHighway)
. PVR
(, ),
,

. Dr Peled,
,
spot,
, ,
, ,
,
. ( , 2008)
,
,

.
189
-- --

, .
(: Nevada Appeal, 2009)
,
,
2008.
Honda, 3 20
.
.
,

,
.
live

. (: ,
2008)
, ,

. ,
.
,
.
190
-- --

, . ,

(
) ,
. (: , 2006)
,
,
.
, on-line ,
2007 50%
, media habits
. ( , 2007)
,
,
, .
.

10 . ,
, on demand
.
- Internet,
. Internet,
.
,
,
.
, -
- . ( , 2007)
191
-- --

2
1
4
3
192
-- --

6 7
10
11
12
193
-- --

13 14
15
16
18 17
194
-- --

19 20
21
22
23
195
-- --

24 25
26 27
28
29
196
-- --

30 31
32
33
34
36 35
197
-- --

37 38
39
198
-- --

-
1940-1950
199
-- --

1960-1970
200
-- --

1980 - 1990
201
-- --

1970-1980-1990
202
-- --

203
-- --

Juliann Sivulka, (1999), H , Soap, Sex and

Cigarettes, , ,
.
. , ,
(1978), , .
, (2003), ,
, .
, (1997), ,
, . , .
, (1997), ,
, , .
Ramonet Ignasio, (2001), , ,
, , ,
.
Dell Dennison, (1998), , :
, nubis, .
, (1990), ,
, , .
, (2000), , University Studio
Press, .
, (1990), ,
.
, (2005), 21
, , .
204
-- --

, (2004),
, ,
, .
, (2008),
, .
, (2008),
, .
, (2007),

20 , .
IN2LIFE,http://www.in2life.gr/features/notes/articles/159976/
article.aspx, 13/11/2008.
TVCs, http://tvcs.pblogs.gr/tvcs-what-is.html,
2008.
Ogilvy,http://www.ogilvy.at/fileadmin/Dokumente/subpages/D
avidOgilvy_100Quotations.pdf
- ,
http://openarchives.gr/view/286428,
07/11/2007.
- ,
http://openarchives.gr/view/280062,
22/12/2008.
Media,
http://pacific.jour.auth.gr/elm/summary.htm,
04/11/2005.
205
-- --

,http://portal.kathimerini.gr/4dcgi/_w_articles_kat
hfiles_100030_04/04/2006_149723,
23/02/2009.
Apodimos,http://www.apodimos.com/arthra/Oct_2004/H_THLE
ORASH_TOY_TOTE_TOY_SHMERA_TA_THLEOPTIKA_PARATHIRA_K
AI_H_TV_TOY_AYRIO/index.htm, 2004.
,
artemis.teikoz.gr/Dienst/UI/1.0/Display/artemis.teikoz/PT2004
-0023?abstract = - 1k -,
01/12/1994.
,
http://www.rmxsmania.com/Vb/showthread.php?t=25742,
18/04/2008.
rtaPress, http://www.artapress.gr/article.asp?id=326,
2007.
Knowhow, http://www.knowhow.gr/?p=246,
08/10/2007.
Go-online, http://www.go-
online.gr/ebusiness/specials/article.html?article_id=1224
N,http://www.naftemporiki.gr/news/static/07/09/
07/1408731.htm, 07/09/2007.
conomics,http://www.economics.gr/articleData/IS/2007/Kord
eras.htm, 01/07/2007.
-net, ,
http://www.enet.gr/online/online_text/c=113,dt=21.09.2006,i
d=67083860, 21/09/2006.
, http://tileorasi-
hellas.blogspot.com/2008/01/nds-nds-videoguard-
mediahighway.html, 29/01/2008.
206
-- --

E-tipos, http://www.e-tipos.com/newsitem?id=72645,
28/01/2009.
online,
http://www.tovima.gr/default.asp?pid=46&ct=74&artid=172069
, 01/06/2008.
DEMETRIS KAMARAS: Journalist, Author. Ph.D. (Journalism),
City University, London. Assistant Professor University of
Indianapolis, Athens Campus,
http://kamaras.blogspot.com/2006/05/online.html,
15/05/06.
Men24,http://www.men24.gr/html/ent/434/ent.6434.asp,
26/10/2006.
-ONLINE,
http://www.ethnos.gr/article.asp?catid=12128&subid=2&tag=83
34&pubid=660580#, 17/03/2008.
Technorati,http://technorati.com/videos/youtube.com%2Fwatc
h%3Fv%3DTQOupX3wYDc
1.1 -
http://mobhappy.com/blog1/wp-
content/uploads/2008/09/1941_bulova.jpg
http://contexts.org/socimages/files/2008/09/20070507-aunt-jemima-
ad.gif
Cream of Wheat
http://world-o-crap.com/blog/wp-
content/uploads/2008/09/lucy4.jpg
Milton Berle
Swayze
Westinghouse
207
-- --

Chevrolet
Coca-Cola
Ajax Pixies
Pier
Bear
Frosted Flakes
Chevrolet
Jolly Green Giant
Snap! Crackle! Pop
Marlboro
Marlboro
100's
Levy
Maidenform
Virginia Slims
Lyndon Johnson
Alka Seltzer
Perdue
Burger King
It's the Real Thing
Bill Cosby
acintosh
Lemmings
California Raisins
Paco Rabanne
Brooke Shields
Michael Jordan
Energizer
208
-- --

Ronald Reagan
Elsie
Jack in the Box
Gillette
Lucky Strike
Alka-Seltzer
Anacin
Chevrolet
Maxwell House
Noxzema
Cracker Jacks
Life
Karl Malden
Bartles & Jaymes
Wendy's
1.2 -
http://www.rmxsmania.com/Vb/showthread.php?t=25742
http://www.ethnos.gr/article.asp?catid=12128&subid=11&tag=8331&p
ubid=660580&imgid=667156
http://www.mykosmos.gr/loc_mk/images/vofday/misko_retro.jpg
http://2.bp.blogspot.com/_DEHGONdgRh4/SBluWNumDKI/AAAAAAAAC
mI/lVgi6qy5AfY/s400/1475012235_56f136e243.jpg
http://tsou.gr/innovaeditor/assets/ouzo12video.jpg
http://img.youtube.com/vi/a3r5vdMcFlM/default.jpg
http://www.greektube.org/uploads/converted/04/20070425004847.j
pg
http://lh5.ggpht.com/voriosanemos73/R91Llo6pKsI/AAAAAAAAAik/K1
en9eswMjE/glaros_thumb%5B2%5D
209
-- --

http://thumbnails.truveo.com/0003/E2/BB/E2BBC28EE16A72EAEF5B6
3.jpg
http://img.youtube.com/vi/lxOtwB7r784/default.jpg
http://www.myworld.gr/assets/media/Top/sintages/37436.jpg
http://thumbnails.truveo.com/0005/87/F5/87F580DE0D042DCE174A5
F.jpg
http://img.youtube.com/vi/tos2Ad3qPLs/2.jpg
http://www.siainteractive.com/sitio2/050120/Folder.jpg
2. 1 -
Alicecafe, http://alicecafe.gr/page/
___T.V_-_
A-Z marketing, http://a-zmarketing.gr/tvspots/
Dailymotion, http://www.dailymotion.com/video/
Greektube, www.greektube.org
Youtube, www.youtube.com
Miga, http://www.miga.gr/categories.php?cat=1
Veoh, http://www.veoh.com/browse/videos
echnorati,
http://technorati.com/search/greek+advertisement?language=n
http://ta-agapimena-mou.pblogs.gr/2008/01/palies-ellhnikes-
diafhmiseis-70-80-90.html
E-leoforos, http://www.e-
leoforos.gr/services/forum/index.php?PHPSESSID=cd73be1029fb
7d58c98db9364f85826d&topic=361.msg2613 - msg2613
Retromaniax,
http://www.retromaniax.gr/vb/showthread.php?t=1167
http://foukou.blogspot.com/2008/03/blog-post_3148.html
210
-- --

2.2 -
men24, http://www.men24.gr/html/ent/606/ent.38606.asp
veoh,http://www.veoh.com/browse/videos/category/family/w
atch/v17253648P35hPZfB
youtube, www.youtube.com
http://tvcs.pblogs.gr/tags/tileoptikes-diafimiseis-gr.html
211
-- --

&

2013

TECHNOLOGICAL EDUCATION INSTITUTE OF CRETE
SCHOOL OF MANAGEMENT AND ECONOMICS

DEPARTMENT OF COMMERCE & MARKETING
The characteristics of advertisements that

enhance the recognition of advertised products
to children.
DIPLOMA THESIS
Student : Ourania Tsami
Supervisor :Maria Antonaki

2013
:
,
. ,
, .

... .

.
,
.
marketing
,

(brand).
.
jingle, , , , ,
.
,
. .

.

.
.

9-11 .
.

.

.

. ,

.

.
: - , ,
, jingle, .
ABSTRACT
The main object of this research is television advertising on shows directed toward the
children. The research had a hypothesis that is set out to highlight the characteristics that hold
childrens attention and make the product imprinted in the childrens mind, namely the features that
make an advertisement successful.
Children are considered to be very important consumers because of their influential role on
their families expenses. So, it is always needed to do some research on them.
Advertisement is a very important part of marketing mix and it has many purposes. Some of
them are short term, such as informing the audience of a new product and others are long term, such
as the enhancement of a brand. Television advertising uses combinations of pictures and sounds,
appearance of famous people, music, drama and humor in order to achieve its goals.
It is difficult to evaluate the effectiveness of an advertisement. When it comes to children as
consumers, this evaluation is even more complicated because of the childrens inability to express
their preferences and to externalize their thoughts.
To do so, at first, advertisements that appeared during the animation programs for children
were recorded and categorized by content, number of views, duration etc. After that, the
characteristics of the most often viewed ads were chosen in order to customize two questionnaires
regarding to these features. Children 9-11 years old, who were pupils of a primary school, gave
written answers individually in the first questionnaire and answered orally in groups in the second
questionnaire. The two groups consisted of pupils of the fourth and the fifth grade respectively.
The extracted conclusions are useful for advertising companies whose clients are
manufacturers of products for children. Although kids answered that they dont like or dont even see
ads, they seem to remember them. It was found that pupils are able to narrate the plot of many of the
spots that they have been asked for. Finally, from this research it was conducted that jingles are the
characteristic of a television advertisement which children remember the most.
Keywords: children, television commercials, product recall, jingle, plot.

1...................................................................................................................................................11
........................................................................................................................................................11
2...................................................................................................................................................13
...............................................................................................................13
2.1. ................................................................................................................................13
2.2. ........................................................................................................................14
2.3. ...............................................................................15
2.4. ....................................................................................................23
2.5. .....................................................................................................................25
3...................................................................................................................................................31
.............................................................................................................................................31
3.1. ................................................................................................................................................31
3.2. .............................................................................................................31
3.3. ..........................................................................................................................32
3.4. ..................................................................................................................................33
3.5. .................................................................................................................34
3.6. ...........................................................................................................35
3.7. .............................................................................................................................35
3.8. ............................................................................................................................................41
4...................................................................................................................................................42
..........................................................................................................................................42
4.1. ...................................................42
4.2. .................................................................43
4.3. ...................................................................48
5...................................................................................................................................................52
..........................................................................................................................................52
5.1. .....................................................................................................................................................52
5.2 / .................................................................................55
5.3 ...........................................................................................................55
.....................................................................................................................................................57
..................................................................................................................................................61

4.1. ......................................................................................... 44
4.2. ............................................................ 45
4.3. .............. 45
4.4. .................................... 46
4.5. ................................................. 47

3.1. ......................................................................... 38
3.2. ............................................................................ 39

,
.
,
marketing. , ,

.
, ,
. ,
.
10
1
, marketing,
. ,
marketing Sam Hill (2004,
Terence A. Shimp, 2007, .238) .
, .
, ,
(Proctor, 2000).

,
.
, .

, .
.

.
.

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) . )
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.

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11
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, , marketing ,
. , ,
.
. ,

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,

( ,
, ). ,
.

. , .

,
jingles
.
12
2
2.1.
Galliot La publicit travers les ges

, (Victoroff, 1979).
,
,
. 19 20
.

. (Victoroff, ..) ,
17 , , ,
, ,
marketing ,

.
marketing
. marketing
.
(target group)
.

,
(GoSuccess, 2013).
,
.
,
( ) . (Kangun, 1968).
,
13
brand name ,
.
, , ,
( ),
( ), (.. PizzaHut)
(.. )
(Wikipedia, 2012).

(,
, , ).
,
,
.
.

. ,
.
.
2.2.

. , ,
.

,
(Proctor, ..).
,
.
2000-2004
5%
(Zenith Media, 2005, , . 103).
.
14
.
.
,
, .

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

(, 2008).

.
.
.
. ,

.
2.3.
,
target-group .
15

,
.
, .

.
. ,
.

, .
,

. ,
(GoSuccess,
2013).
.

(..
). ,

. (GoSuccess, 2013).
slugh
gairm .

, : ,
.
16

.
, , .
.
.
,
(, 1999).
,
.
.. .
, ,
.
, , (,
..).
. (, 1997)
,
. ,
,
(.. 1927,
Misko 1935).
, ,
, . :
,
, .
, , .
, .
.
,
.

.

:
Jumbo .
17
Lacta .
. (, ..).

.

.
,
(Hung 2001 , 2008).
. ,
, .

. , ,

(, .., . 248).
:

,
.

.

(Heckler 1984, Scott 1990,1994).

(responses) ,
. , (classical
conditioning) (conditioned) (unconditioned)
,
(Gorn 1982, 2002).
, ,

.
18
(Murray Murray 1996)
, ,
: ) .
, (..
, , , , ..) )
jingle,
(, . 249) .
.

, ,
, , .

Gummy Bear .
.
,
. , (
) ,
.
, ,
, ( ). ,

.

.

(Sesame Street )
.

19
( ) . ,
Sesame Street
.

.
,
.
, zoom in zoom out (Liebert & Sprafkin,
1988).
, .

. .
.
.
.
,
(Lemish, 2009, . 98).

(Liebert &
Sprafkin, 1988).
, .
,
.

20
.
( )
(, 2008, .250).
.

, .

.

.
.

.

, .
, (
) ,
(Van Evra, 1990) .
(..
)
(Van Evra, ..).
.
, ,
.
21
,
.
( :
Mc Collum Spielman Worlidwide, 1993, , 2008, .208), ,

. ,

.

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

.
.
.

.
( , 2013).

.
.

Anderson (Anderson, 1977, 1985; Anderson, Alwitt, Lorch, & Levin,
1979 Liebert & Sprafkin, 1988, . 225).

22
. ,
,
, .
.
, .
2.4.
( J. Wannamaker, 1926
Lord Leverhulme, 1972),
. .

.
,
,
(, 2008).

.
.

(marketing
mix) .
Rossiter Percy (1983, , . 464)
(awareness)
(attitude) .
(Recall Methods) (Recognition Methods)
.
.

.
,
(, 1997).
23
, ,

(, ..). ,
.

marketing.
,
(, 2008).
, ,
.
, (.., 62): )
, ) , )
,
)
.
.

. marketing
.
. .
.

,
, (, ..)
.
Nesquik ,
Carnation - , Junior
, Gummy
Bear Amita ).
,

,
(, .., . 435). 20-33%
(Soley, 1984,
24
, 2008, . 437)
( ). ,
, .
.
2.5.

( target group ) .

.
(Owen, .., 2011)

. ,
.
13,6 % (
, 2008).
.
(Blackwell .., 2001).

.
(Blackwell .., ..).
, ,
.
, .
,
(, 2002). ,

, .
. 1997
24 . 1998
200 ( ) 25
(Blackwell .., ..).
25
marketing
. 24
500
(McNeal, 1998, Moore, 2004, .
161).
.
.

. ,
25.000
(Federal Communications Commission, 2003; Kunkel,
2001, Moore, 2004, . 161).

(Dyer, 2004 , 2007, . 8).

. , ,
,
.
.
( 4 - 5 ).

(Van Evra, ..).
, 9-14 (
)
(Lindstrom Seybold, 2003).

, .

, . ,
(brands)
.

.
26
,

(Moore, 2004, . 162).
, Internet Social Media
. ,
marketers
-, . 88%
5-14 53%
.
, ,
, .
,
. ,
,
(U.S. Department of Education, 2003, Moore, 2004, . 164).
2002 15
(Center for Science in the Public
Interest, 2003). ,
, , ,
marketing (
, ).
.
, 5 . ,
, 75%

(Macklin, 2003), Nickelodeon Cartoon
Network . , .
,
(prime time ) (Moore,
2004, . 162).

. , .
,
Oilily,
27
.
(Blackwell ..,
..).
, .
,

( , ,
, , , , ,
, , ,). ,
(, .., . 105).
,
.
,

.

( )
.
,
.
(Derbaix Bree, 1997).
Moore (2004, . 162),
,
.
.

.

,
.
,
( )
.
28
5 8
,
, (
).
, , , .
9
.
. ,

.
,
(Van Evra, ..). Lemish (.., . 98)
10
. ,
,
.
.
.
.
.

marketing
(Lemish, 2009, . 98).
8 .
,
(Van Evra, ..,
. 135). marketing .

.
. ,
8 9
, ,
.

29
.

.
,

.

. (
() () ,
, )1.

,
.
,
.

. , ,

( ,
)
,
(, ). ,
,
.

1
http://www.pi-schools.gr/programs/depps
30
3

3.1.

.
.
, ,
, .
3.2.

.
:
)
.
, .
)
,
.
.
)
.
.
) , jingle

.
(, , ) ,
(
)
.
31
)
.
,
. ,

.
3.3.

.
,

.

(Unaided Recall),
.
, ,
. , ,
.

, (,
2009) 9 11 .
.
, .
( )
. ,
,
.
.

: ) ) .

32

.

(, , )
, .
3.4.

9 11 .
Jean Piaget. ,
( Kelly, 1974, .411).
,
. ,
(, 2010) ,
. .
. ,
9 ,
. , 11 ,
,

.
,
9 11
. , , (, 2009)
,
.
, .
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,
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33
,
.

, .
6 .
36.
17 19 .
3.5.
.
,
.
,
, .

, (Unnikrishnan & Bajpai, 1996).
.
,
, ,
.
.

,
. ,
.
,
,
.

. ,
.
34
3.6.

(, 2002)
(-1) (-2)
.
3
(2 ).

, .
,
,
,
.
,
.
,

.
.
3.7.

16-18 ( ) 23-25 (
) Star Channel 9:00 13:00.
,
, .

.
,
.

35
, . ,
.
.
Star . ,
. ,

. , 1

.
. ,
, ( ,
)
.

Nickelodeon.
.
. 8 12
14:00-19:30.

... 523/2000 ( , 2012)
. T
. ,
9 11 .

.

, .
,
,
,
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(, ..,
36
106). ,
.
180 .
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Star, 7 , 33
21 ,
.
, , ,
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, 2 , 2 3
( Jumbo
).
(Lelli Kelly). 4
, CD
DVD 2 DVD . ,
Nickelodeon (
) 11
.
3
(Nounou Gouda, Molto Super Max, Floricienta). ,
internet Playmobil
Fun Park. (%)
.
37
%

77 42,8 %
33 18,3 %

21 11,7 %

32 17,7 %

10 5,6 %

7 3,9 %
180 100%
3.1.

,
:
( Hot Wheels Cars, Beyblade,
Magnoman, Monsuno, , )
(Lelli Kelly)
( Dirollino Babybel, Nesquik, Danone
Barbie Spiderman, Amita Fun, Nesquik, Coco Pops Cookie
Crisp)
(
: Monster High, Thundercats,
, ).
(Hotwheels, Cars
: Beyblade, Monsuno, Dinofroz)
DVD (Monsuno, Hello Kitty)
38
(Barbie, , ,
)
35 45,5 %
5 6,5 %
15 19,5 %
6 7,8 %
CD DVD 2 2,5 %
11 14, 3 %
3 3,9 %
77 100%
3.2.

( 40 )
,
( 30 ).
, .
site
20 .
, ,
. ,
. , ,

( 30 ).
39

. 76 22 (29%)
, 21 (27,6%) 33 (43,4%) .
:
1. Barbie ( 43 )
2. Hot Wheels (32 )
3. Cars (28 )
4. Monster High (11 Star 14 , ,
25 )
5. Danone (15 Barbie 10
Spiderman, 21 )
6. Coco Pops (21 )
7. Playmobil (17 5 Fun Park)
8. Dirollino Tweety Porky ( Warner
Bros). (14 )
9. Lelli Kelly (11 )
10. Mini Babybel (10 )
11. Nesquik (8 )
12. (5 )
13. Nounou Gouda (5 )
14. Molto Super Max (4 )
jingle : Lelli Kelly, Gelarti,

Beados Mineez Glitarator, . :
Nesquick, La vache qui rit, Dirollino, Nounou Gouda, Molto Super Max.
: Amita Fun, Dirollino, Molto Super Max, Gelarti, Spiderman, La vache
qui rit, Nounou Gouda. : Danone,
, Coco Pops, Cookie Crisp.

. jingle
.
, (
)
40
. Lelli Kelly, Gelarti, Beados Mineez Glitarator
Nounou Gouda .
3.8.
, .

.
,
.
, .

. , ,
, , ,
. ,
,

. ,
.
,
.
41
4
4.1.

.
8 .

.

.
.
Floricienta ,
. ,

.
(15 77, 19,5 %)

.
.

.
,
internet. , , 1%
,
! ( , 2013).
(9 11 )
-.
Net Generation,
(, 2002, . 262).
42
,
. (..
Monsuno, Dinofroz). (.. Winx, Jewel
Pet). , ,
,
.
(Dietz Strasburger, 1991).
,
.
Star,

( 115
30, 26 %). ,
.
Nickelodeon

. 65 12 (
18,5 %) , site .
4.2.

:
Nickelodeon 20 ( 55,6 % ).
11 9. Star 4 .
(Star Nickelodeon).
26,
72,2 %. , 2 Nickelodeon.
, 3 , 2
1
. , 5
.
43
.
24 , 66,7 % .
Nickelodeon
. 14 10.
7 . 4 1 .
4.1.
2 , 5,55 %. 13 ( 36,1 %
) . 5 8 , 26,3%
47% .
. , 11 (5 6 )
. , 30,6 % .
,
26,3 % 35,3% . 10 (27,8 %)
(, ..).
9 1 , 47,4 % 5,9 % .
.
44
4.2.
, 7
(19,5 %), 21 (9 , 12 ) (58,3 %) 8 (6 , 2
) (22,22%). ,
21% , 47,4%
31,6% . : 17% , 70,6%
11,76% .
4.3. 45
, 2
, 5 , 23 6
.
19,5 %. ,
,
,
.
4.4.
17 (10 7 ), 47,22 %,
. 5 ,
12 . 17 , 47,22 % .

. .
.
46
4.5.

7
, 4 3 . , 80,6 %

.
,
:
Barbie, Monster High Lalaloopsy, Scooter ( ), Playdoh, .
Hot Wheels, Monsuno,
Uno, Lego, .
;
.

, .
(Action Aid
). ,
.
( Lionel Messi
47
Kobe Bryant) Turkish
Airlines Gummy Bear.
:
) (,
)
) (
)
4.3.

. :
T 4 (
11,11 %), 9 ( 25 % ) (
).

Amita Fun. 36 2
9 . , 2
23 .
Dirollino,
, Dirollo:
. 6
Dirollo Dirollino 2 . 3
Mini Babybel Babybel,
. , 15
11 .
Molto Super Max
. 6 1 .
( )
. 6 22 .
48
, ,
Gelarti. 4 ( )
Gelarti 2 Magnoman. Magnoman
.

Magnoman
: .

jingle ()
.
, , , .

. , ,

, 14 , 7 , .

Iron Man. .

.

, La vache qui rit. 5 ,
3 , 1 , 11 16
.
jingle

, . ,
jingles
Barbie Lalaloopsy.
,
.
11880 11888, ,
scooter Dora ,
49
(
). , 10 (7 3 )
jingle Monster
High. , 3 Magnoman.

. :
Lelli Kelly: 6 ,
jingle 4 .
Amita Fun: 18 , 10
.
Molto Super Max: 21
. ( )
.
Gelarti ( ):
( 13, 68,5 %)
.
,
Beados Mineez Glitarator.
Dirollino 9 . 8
.
, 8 ,
Beyblade Hot Wheels.
,
.
Nesquik, .
, Coco Pops Cookie
Crisp (9 ). 2 Nesquik Pillows
.
26 ,
La vache qui rit.
50
Nounou Gouda, 8 .
2 . 6
, , ,
.
51
5

5.1.

, .
, ,
.
,
. ,
. ,
.
(Liebert & Sprafkin, ..)
.
,

.
,

. , jingle (
) ( , ).

.
, , , 80 %
.
.
,
. ,

.
,
.
52
,
. ,

.

,
.
.
36 %
. , .
,
.
Molto Super Max, 6 ( 16,7 % )
.
, 21 ( 58,33 % )
.
La vache qui rit. (
5, 13,9% )
( 26 , 72,22 % ).
, Amita Fun
, 11
10
. ,
Nounou Gouda,
.
.
. .
, , ,
, .
. ,
,
.
,
,
53
.
(Dirollino, Molto Super Max Nounou Gouda).
, ,
,
.

(.. Nounou Gouda)
(.. Babybel Dirollino).
.
. ,
. , ,
,
.
( ,
)
. ,
. , ,

.
,

.

.
jingles 13
(11880, 11888, Monster High, Lalaloopsy,
Barbie, Dora, Magno Man, Lelli Kelly, Gelarti,
Beados Mineez Glitterator, La vache qui rit,
, )
.
,
jingle (),
,
. ,
54
.
.
, .
,
.
5.2 /
,
,
(brand).
, ,
. ,
, .
(, , ..) . ,
. ,
.
,
.
5.3
.

, .
. ,
.

. ,

.

.
55
,
, ,
, . ,
.

.
56

GoSuccess, 2011, , (: 27 2011).

: http://gosuccess.eu/2011/09/to-sigkinisiako-stichio-sti-diafimisi/ [:
18/1/2013]
Lemish D., 2009. .

: . . :
.
Victoroff D., 1979. .

. : .
, , .
http://www.arnos.gr/dmdocuments/eap/deo/deo23/ergasiesdeo23/2003-
20042hergasiaapantiseisDEO23.pdf
, 2012, ,
(: 23 2012) : http://internet-
safety.sch.gr/index.php/articles/parents/item/125-profilmkd [: 27/3/2013]
., 1997. . : .
., 1997.
. : Gutenberg.
, ., 2010.
. .
.
57
, 2004, . :
http://www.arnos.gr/dmdocuments/eap/deo/deo23/ergasiesdeo23/2003-
20042hergasiaapantiseisDEO23.pdf [: 28/3/2013]
., 2008. , , . 5 . :
University Studio Press.
., ., 2008. -, .
, ,
.
, 2003, (.....)
(...) ,
: http://www.pi-schools.gr/programs/depps [: 17/1/2012]
, ., 2008. : ,
.
. .
., 1999. Slogans 2, 2.000 . : .

.
., 2002. .
. . . .
: http://estia.hua.gr:8080/dspace/bitstream/123456789/620/1/perikleus.pdf
.., 2002. . 2 . :
..
, ., 2007. :
. . . .
58
, 523/2000,
: http://www.synigoroskatanaloti.gr/docs/law/nomgr/PolProtAth-523-2000.pdf
[: 2/12/2012]
.., 2009. : . 4 .
: .
, ., 2007. marketing. :
Converse. .
. .
Bijmolt, H.A.T. Claasen, W. & Brus, B., 1998. Children's Understanding of TV Advertising: Effects
of Age, Gender, and Parental Influence. Journal of Consumer Policy. 21(2), pp.171-194.
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Publishers.
Derbaix, C. & Bree, J., 1997. The impact of children's affective reactions elicited by commercials on
attitudes toward the advertisement and the brand, Intern Journal of Research in Marketing,
14, p.p. 207-229.
Dietz, H.W., 1991. Children, adolescents, and television, Current Problems in Pediatrics, 21(1), p.p.
8-31.
Kangun, N., 1968. How advertisers can use learning theory: Mass marketing requires mass
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Liebert M.R. & Sprafkin J., 1988. The early window. Effects of television on children and youth, 3rd
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Associates Publishers.
60

1.
( )
1.
2. ;
3. ; ...
4. ; ...
5. ;
6. ;
7. ;
61
8. , ;
.
.
9. ;
10. , :
11.
12. , :
13. :
..
..
62
2.
( )
1. /; ; ;
2. ; ; ;
3. ; ;
4. Lelli Kelly; ;
5. Amita Fun; ;
6. Molto Super Max; ;
7. Gelarti; ;
8. Dirollino; ;
9. Beyblade; ;
10. Hot Wheels; ;
11. Gummy Bear ;
12. ;
13. ;
14. NOYNOY Gouda;
15. Danone;
63
3. JINGLES
Lelli Kelly: Lelli Kelly, , oh yeah Lelli Kelly, , oh yeah

Beados Mineez Glitarator: Mineez . ,
, ! !
Gelarti: Gelarti Glow Gelarti. ,
. . . Glow Gelarti.
. Gelarti
: , , ,
, , ,
, . , .
, . , .
,
64
4.
Nesquik ,
, .
.
( ). :

.
,
, .
,
. .
. Coco Pops
Coco
. .

. :
Coco Pops. , Cookie Crisp
, ,
, .
.

.
Lelli Kelly
. , .

.

, . extension
make up.

.
Gelarti Beados Mineez Glitarator .

65
( / ) .
,
.
La vache qui rit ,
.
.

.
Nounou Gouda
.
: ,
Gouda . Gouda Nounou.
. . ,
: Gouda Nounou. , .
66

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http://e-taksh.blogspot.

Patricia Marcs Greenfield ( 1988, .42-43 ),

William Bryan Key 67

10. H TOY 1980. 81

H. Ross Perot 101

, 1989 1995 169

Dr. Gallup reports that if you say something

Pennsylvania Gazette 1728, Benjamin

1872 Montgomery Ward

(World Wide Web),

. To NBC, "Kraft Television Theater"

1948 , John Cameron Swayze

Hamm Tony the Tiger 13

Rosser Reeves, Ted

Burnett " ",

Mary Wells, McCann-

, Wells Jack Tinker,

Tina Santis, Colgate-

William Bryan Key

William Bryan Key,

. " " Peggy

" ," AI Ries

10. H TOY 1980.

'' ''. (Julian

Weiden & Kennedy ,

Nike. " sneakers"

Colgate, Colgate Dental Cream.

After Shave Old Spice

Oscar Mayer Wieners

, Oscar Mayer Wiener/

Armour Hot Dogs

Hot dogs, Armour Hot dogs/

(Julian Sivulka, 1999, 301)

Alka-Seltzer: Speedy Alka-

Chevrolet: Dinah Shore "

(Julian Sivulka, 1999, 301)

Alka Seltzer: "

(Julian Sivulka, 1999, 350)

(Julian Sivulka, 1999, 386)

Bartles & Jaymes:

(Julian Sivulka, 1999, 387-388)

(Julian Sivulka, 1999, 446)

Juliann Sivulka, (1999), H , Soap, Sex and

SCHOOL OF MANAGEMENT AND ECONOMICS

The characteristics of advertisements that

Student : Ourania Tsami

Supervisor :Maria Antonaki

Galliot La publicit travers les ges

jingle : Lelli Kelly, Gelarti,

GoSuccess, 2011, , (: 27 2011).

Lemish D., 2009. .

Victoroff D., 1979. .

., 1999. Slogans 2, 2.000 . : .

6. Molto Super Max; ;

10. Hot Wheels; ;

11. Gummy Bear ;

14. NOYNOY Gouda;

Lelli Kelly: Lelli Kelly, , oh yeah Lelli Kelly, , oh yeah

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