Dissertations / Theses on the topic 'Television advertisements'
To see the other types of publications on this topic, follow the link: Television advertisements.
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Television advertisements.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Saks, Jeremy M. "Demographic Congruency, Advertisements, and Television Shows: The Effect of Advertisement Viewing on Television Show Evaluation." Ohio University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1386155716.
Full text
2
Hill, Brad. "Processing Pull-Through Advertisements Screened During Sporting Telecasts: Effects Of Advertisement Message Speed, Programme Context and Repetition Priming." Thesis, Griffith University, 2006. http://hdl.handle.net/10072/367281.
Full textAbstract:
Exposing consumers to advertisements and communicating clear messages within advertisements is important for marketers in achieving desired outcomes such as generating brand awareness, creating favourable attitude toward a brand, or seeking product sales. Recent technological advancement in televised broadcasting has seen marketers introduce another advertising tool to gain exposure and communicate messages to potential consumers. Typically termed pull-through advertisements, these are executed at the same time viewers are watching a television programme. They must compete for processing attention among stimuli emanating from within the television programme. Four studies examined pull-through advertisements as a stimulus that competed for processing attention within sport television broadcasts. These studies explored the effects of processing pull-through advertisements under conditions of different message speed, varied television programme context, and repeated brand exposure. Conclusions derived from results of these studies focused on explaining the manner in which advertisements compete for processing attention. These explanations were guided by two theories of information processing: feature integration theory--a cognitive information processing theory; and excitation transfer theory--an affective information processing theory. Study One looked at establishing ecological validity for pull-through advertisements employed during sport television broadcasts. The study provided a content analysis that focused on characteristics and the use of pull-through advertisements as well as the television programme stimuli surrounding the pull-through advertisement at the time of execution. Study Two examined effects of speed of pull-through advertisements on familiar and unfamiliar brand name recall, brand name recognition, and comprehension of advertisement messages. The study was conducted experimentally, with pull-through advertisements of various speeds being constructed for testing on a sample of Australians. It was also found that familiar brand names should only be used in pull-through advertisements, as all results for unfamiliar brand names were less favourable than that found for familiar brands. Study Three explored effects of three different television programme contexts (dead, action, and excitement) on cognitive and affective processing of pull-through advertisements on levels of advertisement information processing, attitude toward the advertisement (Aad), and attitude toward the brand (Ab). This study also investigated whether people recalled seeing the advertisement. The study was performed experimentally and was informed by findings from Study Two. Study Four investigated effects of repeated exposure of a brand name on attitude toward the brand (Ab) and purchase intent (PI). Pull-through advertisements were used in combination with advertisements in follow-up commercial breaks to repeatedly expose a brand name to consumers. This study was conducted experimentally and was informed by results of Studies Two and Three.
Overall, results of the experimental studies suggested the manner in which pull-through advertisements competed for processing attention among stimuli from sport television broadcasts was consistent with proposals made by information processing theories of cognition and affect, i.e., feature integration theory and excitation transfer theory. Pull-through advertisements were able to compete for processing attention within sport television broadcasts. Pull-through advertisements were able to break through the clutter of stimuli of a sport television broadcast and be processed through either cognitive or affective information processing systems. Processing of pull-through advertisements demonstrated that cognitive and affective processing systems are not mutually exclusive and that both cognition and affect can work in tandem to process information. However, each system has its unique ways of allowing pull-through advertisement information to be processed. The use of both systems demonstrated that, even if deemed unwanted, words that made up a pull-through ad message were sufficiently distinguishable to allow processing to occur at a non-conscious level. It is here (at the non-conscious level) that stimuli surrounding the pull-through advertisement affect the advertisement message; particularly through the use of the affective information processing system. Whether pull-through advertisements were processed cognitively or affectively, or whether or not people recalled seeing words of the pull-through advertisement, just one exposure was sufficient to break through the clutter of sport television broadcast and achieves salient effects.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
Full Text
3
Brown, Lucy Maud. "A typology of aesthetic appeals for television advertisements /." Digital version accessible at:, 2000. http://wwwlib.umi.com/cr/utexas/main.
Full text
4
Sum, Kit Ming. "A study of the discourse of advertisements : the Cantonese advertisements on television in Hong Kong." HKBU Institutional Repository, 1995. http://repository.hkbu.edu.hk/etd_ra/92.
Full text
5
Bender, Lorraine D. "A content analysis of food and nutrition television advertisements." FIU Digital Commons, 1988. http://digitalcommons.fiu.edu/etd/1499.
Full textAbstract:
Television (TV) reaches more people than any other medium which makes it an important source of health information. Since TV ads often offer information obliquely, this study investigated implied health messages found in food and nutrition TV ads. The goals were to determine the proportion of food and nutrition ads among all TV advertising and to use content analysis to identify their implied messages and health claims.
A randomly selected sample of TV ads were collected over a 28-day period beginning May 8, 1987. The sample contained 3547 ads; 725 (20%) were food-related. All were analyzed. About 10% of food-related TV ads contained a health claim.
Twenty-five representative ads of the 725 food ads were also reviewed by 10 dietitians to test the reliability of the instrument. Although the dietitians agreed upon whether a health claim existed in a televised food ad, their agreement was poor when evaluating the accuracy of the claim.
The number of food-related ads dropped significantly on Saturday, but the number of alcohol ads rose sharply on Saturday and Sunday. Snack ads were shown more often on Thursday, but snack commercials were also numerous on Saturday morning and afternoon, as were cereal ads. Ads for snack foods accounted for the greatest proportion of ads (20%) while fast food accounted for only 7%. Alcohol constituted about 9% of all food and nutrition ads.
6
Roberts, Zulpha. "Dialogicality in selected Nando's television advertisements: A multisemiotic approach." University of the Western Cape, 2018. http://hdl.handle.net/11394/5836.
Full textAbstract:
Magister Artium - MA (Linguistics, Language and Communication)This thesis explored the mobility of semiosis other than language in the discourse of television advertising. Gilje (2010) highlights that remediation is the defining characteristic of new digital media and researchers have been slow in the development of theories and frameworks within multimodal phenomena. Therefore, the purpose of this study was to explore how Nando's producers recycle semiotic resources in the selected television advertisements. The researcher used a multimodal/multisemiotic approach, in which, concepts of semiotic remediation as re-purposing, resemiotisation and intertextuality proved to be a common discourse practice used by Nando's producers to produce new meaning in the new mediated representation. The researcher demonstrated that the 'new' advertisements created a new world order that is both real and fictional. This means that Nando's producers were able to remediate real life aspects and recontextualise them into their fictional advertisements, and vice versa, to evoke immediacy and hypermediacy. The double logic of immediacy and hypermediacy is complemented by the notion of semiotic remediation, and considered an aspect of remediation. Hence, the researcher's contribution towards this study was to introduce the notions of remediation and the double logic of immediacy and hypermediacy as tools in the social semiotic approach to multimodality. Moreover, this study showed that the Nando's advertising discourse relies primarily on everyday social discourses of culture, economics, religion and politics as their base for creativity. Thus, the researcher demonstrated, through the notion of chronotopes, how Nando's has invented advertisements that were able to conflate past and current timescales through the integration and recycling of prior semiotic material from past objects, events and activities for new purposes. This investigation proved, to a large extent, that the production of Nando's advertisements are re-presentations of prior semiotic material in time and space.
7
Qian, Kan. "Towards a pragmatic approach to the analysis of television advertisements." Thesis, Lancaster University, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.332041.
Full text
8
Plowright, David. "Context, text and reader : understanding communications technology through television advertisements." Thesis, University of Leicester, 1991. http://hdl.handle.net/2381/34608.
Full textAbstract:
Context, Text and Reader is an investigation of the way that members of a young audience use magazine and television advertisements to help them develop an understanding of technology and technological development. The thesis' main argument is that understanding the relationship between context, text and reader is the key to understanding how an audience uses advertising images to help it come to terms with the world. A combination of methodologies is employed, including semiotic analysis, content analysis, attitude surveys and group discussions. The study is divided into four main sections. The first, Context, provides a framework into which the empirical findings can be loosely fitted. Two important areas are looked at: the changes taking place in what is often referred to as the communications revolution and secondly, the role that advertising plays in the generation of social and cultural meaning. The second section, Text, includes a semiotic analysis of selected television and magazine advertisements for technology products. This is followed by a review of a number of published content analysis studies and then by a discussion of two empirical studies of television and magazine advertisements using a content analysis methodology. The third section moves on to investigate the reader's response to technology. The findings of three empirical investigations are outlined and discussed. These are an exploration of attitudes to, firstly, technology in general; secondly, a television commercial for a domestic personal computer and thirdly a commercial for a television set. The final section of the thesis, Context, Text and Reader, brings together the three different elements of the study with, first of all, an outline of the issues involved in what are called "Reception Studies", then by an analysis of two group discussions of the television commercials for a domestic personal computer and a television set, used earlier in the study.
9
Idris, I. "Older people as models in Malaysian television and print advertisements." Thesis, University of Liverpool, 2016. http://livrepository.liverpool.ac.uk/3007899/.
Full textAbstract:
Despite a global ageing population, many businesses in general and advertisers in particular have been criticised for not meeting the needs of older consumers. Older Malaysians are relatively neglected and ignored by marketing and advertising although this market is growing. The majority of research pertaining to ageing consumers has been conducted in Western countries and cannot always be applied to the East because of cultural differences. As Malaysia is experiencing a demographic transition where the number of older people is increasing, it is essential for advertisers and marketers to understand older adults’ specific preferences in the marketplace. The central aim of this research is to advance knowledge by analysing the usage and portrayal of older models in both television and print advertisements in Malaysia and investigating the attitude of older consumers towards such advertisements. This study evaluates the portrayal in terms of function and roles of older adults in both television and print advertisements. On top of that, attitudes of older consumers towards the use of older models in advertising are also investigated. Since not many studies on cognitive age has been done particularly in Malaysia, this study also measures cognitive age among older adults and analyses its impact on attitudes towards older advertising models. Lastly, this study has also compared and contrasted the attitudes of older and younger adults towards older models in advertisements. Based on the review of the international literature pertaining to older adults in advertising in terms of their representation, roles in advertisements, the way older models are portrayed in advertising, age-related social attitudes in terms of young people attitudes towards age and ageing and also discussion on the concept of age, a number of propositions emerged. Several relevant gerontological, psychological and sociological theories and concepts also underpin the review of the literature. Content analyses were used analyse the use and portrayal of older adults. A total of 2,230 TV advertisements and 2,687 print advertisements comprise the sample, making this the largest content analysis of Malaysian advertising ever conducted. Then, a total of 600 questionnaires comprising 400 from adults’ age 50+ years and, for comparative purposes,200 from younger people, were collected in order to assess attitudes towards different portrayals of older models. Cognitive age was also measured. The findings of this thesis have made several contributions to knowledge. First, this is the first Malaysia study to consider the use and portrayal of older models in both print and television advertisements. Results show that older adults in Malaysian advertising are portrayed as active, happy and are shown in a variety of settings. These findings are in contrast to many international studies, and are important because advertising can impact the way older adults are treated in society and influence the self-esteem of older adults themselves. Second, the thesis analyses the different ways in which gender is depicted in advertising, and finds that despite older females being financially successful, advertising still restricts them to mostly support roles and rarely shows them in non-domestic settings. Third, the thesis has also considered how different ethnic groups are portrayed in ads and analysed attitudes of different ethnic groups towards older models which have never been studied before, which have implications for advertising design. Fourth, the study establishes that older Malaysian consumers use advertising to inform product choices in different ways to younger adults. Different media usage and attitudes towards advertisements also emerged among the older group, all of which have implications for segmentation as well as helping marketers to design better advertising strategies and media plans. Fifth, the study explores age differences in attitudes towards older advertising models and finds that younger people actually had more positive attitudes towards advertisements with positive portrayals than did the older adults. However, advertisements that portray older models with positive stereotype are more preferable by older adults compared to younger people. Lastly, this study has also measured self-perceived age among older Malaysian consumers, considers the impact of self-perceived age on attitudes towards older models in advertisements, and finds that self-perceived or cognitive age is a useful concept for consideration when advertising to this increasingly important consumer market. Existing literature indicates limited research has identified segments of older adults in Malaysia. The findings of this study on media usage and self-perceived age make a significant contribution to the body of knowledge on segmentation of older Malaysian adults. The different segmentation variables that emerged from this study show that older consumers are not a homogeneous demographic. In addition to these contributions to knowledge, the study strengthens and contributes to theoretical perspectives on successful ageing. Notably, this research finds that older Malaysians are capable of remaining socially active and continue many behavioural patterns with which they are comfortable. These findings support Activity Theory and Continuity Theory. A key contribution to these theories is the finding of a ‘youth bias’ in that older Malaysians feel on average 14 years younger than their actual age. The research therefore lends a new dimension of support for these key gerontological theories. The thesis makes several practical contributions. The research finds that older adults rely on product and service information contained in advertising to make purchase decisions, hence informational as opposed to solely emotional advertising execution strategies should work well with this older demographic. Second, the findings pertaining to self-perceived age suggest that advertisers should create ads that portray older adults in the same way as they perceive themselves. Results also suggest that both younger and older adults prefer older adults to be portrayed in a positive light in advertisement. Indeed, younger people showed more positive attitudes towards older adults that portray positive stereotypes in advertisements compared with older people themselves. Analysis of the study data revealed that the methods used in this study are appropriate to be employed with this age group and the study has guided other researchers in ways of collecting data from older adults. This study has also suggested that mixed methods can be also applied to get in depth analysis.
10
Henry, Catherine Lorraine. "Sex-stereotyped role-models in television advertisements : a content analysis." Scholarly Commons, 1989. https://scholarlycommons.pacific.edu/uop_etds/2180.
Full textAbstract:
This study sought to provide more complete information on the relationship of male and female voice-overs to male and female role portrayals in advertisements, patterns between the use of voice-overs and the product advertised, and a comparison of findings with the results of previous research.
The content of a sample of television advertisements broadcast during the summer of 1988 was examined. Voice-overs were found to be predominately male with female voice-overs occurring in just ten percent of those advertisements that used voice-over talent. It was also found that female voice-overs are more likely to be heard in household and hygiene commercials than in an advertisement for any other product. The roles portrayed by men and women in this sample remained consistent with traditional sex-stereotyped norms. The data show that women are still most frequently represented in non-salaried occupations and when represented as professionals fall into traditional accepted occupations such as nursing and caterering. The data indicate that for most of the variables the image of women portrayed in these commercials has changed little in the past ten years.
11
Chanslor, Mike. "The effects of televised political advertisements on candidate image /." Full-text version available from OU Domain via ProQuest Digital Dissertations, 1995.
Find full text
12
Vorster, Izel Alet. "The influence of sonic logos in television advertisements : a neuromarketing perspective." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97892.
Full textAbstract:
Thesis (MComm)--Stellenbosch University, 2015.ENGLISH ABSTRACT: When engaging in brand-building, marketers often appeal to consumers’ senses. However, one of the senses which has often been ignored by marketers is the consumer’s ability to hear. This state of affairs is puzzling, as sound in its various forms can play a central role in brand-building (Krishnan, Kellaris and Aurand, 2012). Using sound as a strategic marketing tool is known as sonic or audio branding. Sonic branding is defined as the strategic use of sound to create a distinctive auditory identity for a brand (Krishnan et al., 2012). The general idea is to utilise sound and music more consciously to create a link between the consumer and the brand and to not only use music to support an advertisement (Groves, 2012). Successful sonic branding creates triggers that disrupt existing patterns, attract the consumer’s attention and remind the consumer of positive experiences with the brand (Beckerman and Gray, 2014). In-store music, jingles and sonic logos are examples of audio elements that can be used as sonic branding tools. A sonic logo is a small piece of music or sound that is connected to the brand (Groves, 2012) and is sometimes perceived as the auditory counterpart of the visual logo of the brand (Krishnan et al., 2012). Despite the fact that sound has the ability to influence different areas of consumer behaviour (Krishna, 2012), there is limited information available on how a brand can utilise sound strategically to create a unique identity for a brand and how a sonic logo ought to be selected. Research on the subject is limited because sound is often processed at an emotional subconscious level and traditional research methods cannot measure the influence of sound on the emotional response of the consumer. Using traditional research methods to investigate the impact of sound in branding is also subject to potential measurement error. One of the key benefits of using neurophysiological research methods is to narrow the “say” versus the “do” gap in consumer behaviour research (Van Praet, 2012:22) and to investigate the influence of stimuli on emotions. The purpose of this study is to understand how sonic logos are processed by the consumer at an emotional subconscious level. Television advertisements for vehicle and electronic brands were used to assess the subconscious impact of the sonic logos used at the end of six advertisments. The neurophysiological research methods used for data collection were electroenchepalography (EEG), electromyography (EMG) and galvanic skin response. The results revealed a significant difference between how males and females emotionally processed the sonic logos of certain brands (EMG). This differentiation ought to be taken into consideration when selecting an audio element for a brand. The emotional responses of the participants towards the sonic logos did not indicate a long-term effect (EEG). This could suggest that the way in which certain brands are currently using sonic logos is not necessarily effective in creating a long-term emotional connection.
AFRIKAANSE OPSOMMING: Bemarkers fokus gereeld op die sintuie wanneer die identiteit van handelsmerk geskep word. Die vermoë van die verbruiker om te hoor word egter grotendeels geïgnoreer. Die situasie is verbasend, aangesien klank ʼn belangrike rol kan speel in die bou van ʼn handelsmerk (Krishnan, Kellaris en Aurand, 2012). Die strategiese gebruik van klank in bemarking staan bekend as “sonic branding”. Dit word gedefineer as die strategiese gebruik van klank on ‘n unieke identiteit vir ‘n handelsmerk te skep (Krishnan et al., 2012). Die algemene idee is dat bemarkers meer bewus van musiek en klank behoort te wees, dit strategies gebruik en nie slegs as agtergrond musiek vir ‘n advertensie nie.As musiek of klank susksesvol gebruik word, sal dit die aandag van die verbruiker trek en hom/haar herinner aan positiewe ervarings met die handelsmerk (Beckerman en Gray, 2014). Musiek, “jingles” en die klank-merk van ʼn handelsmerk is voorbeelde van klankelemente wat strategies gebruik kan word. ʼn Klank-merk is ʼn kort stuk musiek of ʼn geluid wat met die handelsmerk geassosieer is (Groves, 2012) en word op dieselfde manier as die visuele logo van ‘n handelsmerk gebruik. Ten spyte van die feit dat klank die vermoeë het om die verbruiker se gedrag in verskillende areas te beïnvloed (Krishna, 2012), is daar min inligting beskikbaar oor hoe ʼn bemarker klank strategies kan gebruik om ʼn unieke identiteit vir ʼn handelsmerk te skep, sowel as hoe ʼn spesifieke geluid van ʼn handelsmerk gekies behoort te word. Navorsing in die area is heel moontlik beperk as gevolg van die feit dat meeste klanke op ʼn emosionele vlak, onder die bewussyn van die verbruiker, geprosesseer word en tradisionele navorsing metodes kan nie die volle effek op die emosionele reaksie meet nie. Die gebruik van tradisionele navorsing metodes om die effek van klank te bestudeer mag moontlik ook foute teweegbring. ʼn Belangrike voordeel van neurofisiologiese navorsing is dat dit die verskil tussen wat verbruikers sê en in werklikheid doen in ag geneem (Van Praet, 2012:22) en die invloed van stimuli op die emosies van die verbruiker bestudeer. Die doel van hierdie navorsing is om te bestudeer hoe die klank-merk van ʼn handelsmerk in die emosionele onderbewussyn van die verbruiker geprosesseer word. Ses televisie advertensies met klank-merke in die finale tonele is gebruik om die invloed van die klank-merk op die onderbewussyn van die verbruiker te bestudeer. Die advertensies van voertuig en elektroniese handelsmerke is vir die studie gebruik. Die volgende neurofisiologiese navorsing metodes is gebruik: EEG, EMG, sowel as vel geleiding. Die resultate van die studie dui aan dat daar ʼn beduiende verskil is tussen hoe mans en vrouens die klank-merk van ʼn handelsmerk prosesseer (EMG). Die verskil behoort oorweeg te word wanneer die klankelemente van ʼn handelsmerk gekies word. Die deelnemers se emosionele reaksie teenoor die klank-merk het egter nie ʼn lang-termyn effek gehad nie (EEG). Met ander woorde, die manier waarop sekere handelsmerke klank strategies gebruik is nie noodwendig effektief om ʼn lang-termyn emosionele verbinding tussen die verbruiker en die handelsmerk te bou nie.
13
Thabela, Tendani Mulanga. "Resemiotization and discourse practices in selected television advertisements in South Africa." University of the Western Cape, 2011. http://hdl.handle.net/11394/5381.
Full textAbstract:
Magister Artium - MAThis study demonstrates how advertisers re-voice and re-perform others' gestures and actions (Prior and Hengst, 2010). The focus is on the mobility of semiosis across boundaries and practices. It uses Multimodal Discourse Analysis (Kress and Van Leeuwen, 1996, 2001, 2006) Semiotic Remediation/Resemiotization (Iedema, 2003, 2010; Prior and Hengst, 2010) as the theoretical/analytical framework. The idea is to explore how semiotic elements are remediated through intertextual references and multimodality and how semiotic remediation is employed in the process of re-creation and re-purposing of objects and messages in the selected television advertisements. Drawing on MTN, Vodacom, Kentucky Fried Chicken (KFC) and Nando's television advertisements, the study shows how popular, historical, cultural and political discourse is reproduced and re-lived as a creative idea in the selected television advertisements in the process of re-branding. In this regard, resemiotization or semiotic remediation is seen as social practice and an integral part of the marketing strategy in the South African television advertising industry. Upon examination, the study establishes that some selected television advertisements have been extensively re-worked and re-purposed. Therefore, resemiotization and/or semiotic remediation are found to be resourceful tools for the marketing discourse. Thus, the study found that South African advertising discourse depends primarily on societal discourses such as politics, history, cultural traditions and popular culture as its base for creativity. In terms of language use in South African advertising, the study has revealed that television advertisements are moving towards a localised language practice and/or localised English.
14
Badurina, Anka Veronika. "Creating Gendered Television Advertisements : Anthropological Studies in a Japanese Advertising Agency." Kyoto University, 2003. http://hdl.handle.net/2433/148955.
Full textAbstract:
Kyoto University (京都大学)0048
新制・課程博士
博士(人間・環境学)
甲第10320号
人博第207号
14||171(吉田南総合図書館)
新制||人||51(附属図書館)
UT51-2003-H741
京都大学大学院人間・環境学研究科文化・地域環境学専攻
(主査)教授 福井 勝義, 教授 松島 征, 助教授 田中 雅一
学位規則第4条第1項該当
15
Hurt, Jillian. "A content analysis of food advertisements during children's TV programming /." View online, 2009. http://repository.eiu.edu/theses/docs/32211131566317.pdf.
Full text
16
Nash, Avril Susan. "Understanding children's thinking about alcohol advertisements on television : a cognitive developmental approach." Thesis, University of Hertfordshire, 2005. http://hdl.handle.net/2299/14279.
Full textAbstract:
A theoretical understanding of the nature of knowledge and its development in children was applied to an under-researched area: children's thinking about television alcohol advertisements. Methodologies were developed which recognise that children have multiple ways of thinking about things, that learning is a dynamic process and that knowledge is not always available for verbal report. Research took two complementary routes. Firstly, cross-sectional studies with children aged 7 to 10 tapped into children's implicit, pre-explicit and explicit knowledge, by means of a categorisation study, a story style paradigm and interviews. Children of all ages found television alcohol advertisements attractive and particular styles of advertising, e. g. humour, cartoon format or the inclusion of an animal, increased the popularity of an advertisement. Children's pre-explicit and explicit responses appeared to be biased by the development of alcohol knowledge. Secondly, a longitudinal study followed a group of over 100 children aged 9 for three years, collecting data every six months and investigating the potential influence of a number of factors on positive alcohol expectancies, a predictor of alcohol behaviour. New measures provided data on children's alcohol expectancies (Alcohol Beliefs and Expectancies in Childhood questionnaire), family and peer influences (The Children's Alcohol Inventory), self-esteem (IAM questionnaire), television viewing habits (TV Viewing Habits Questionnaire), and exposure to television alcohol advertisements (Television Advertising Awareness Questionnaire). The findings suggest a possible long term influence of alcohol advertising around the age of II on later alcohol expectancies, but that this influence is less than that of peer behaviour and parental attitudes. It is also suggested that children as young as seven be included in future research,t hat the style of alcohol advertisements is monitored closely to minimise their appeal to children and, finally, that applied research should include methodologies which reflect the state and complexity of children's developing knowledge.
17
Drew, Christopher. "Soak up the goodness: Discourses of Australian childhoods on television advertisements, 2006-2012." Thesis, Australian Catholic University, 2013. https://acuresearchbank.acu.edu.au/download/413e700b511dbbb68764cb0cf2c925778fd7fa835964276d3695b8e96b60bf6d/2454270/201311_Christopher_Drew.pdf.
Full textAbstract:
Childhood is represented on Australian television advertising so frequently as to be commonplace. Traversing childhood, cultural and media studies disciplines, this thesis works to disrupt and unsettle taken for granted and exclusionary cultural assumptions about childhood that emerge through contemporary television advertisements. I conduct social semiotic and discourse analyses across a corpus of 330 advertisements spanning 2006 to 2012, considering the ways the Australian childhood subject is discursively produced through the advertisements. The television advertisements are found to construct Australian childhood subjectivities in ways that are limiting in terms of race, space, gender and social class. Considering the role of consumption in the reproduction of subjectivity in the contemporary neoliberal context, the advertisements come to be read as addressing viewers as agentive actors exercising choice and aspiring to formulate subjectivities through consumption. In this sense, the advertisements work to encourage agentive viewers to consume in order to achieve idealised yet exclusionary Australian childhood subjectivities. The exclusionary discourses are employed and idealised by advertisers to secure consumption; however, it is also argued that the advertisements simultaneously reinforce and naturalise exclusionary understandings of Australian childhoods through their reiteration. From a post-structuralist perspective which considers cultural truths to emerge through discourse, I argue that the limited representations of Australian childhoods on television advertisements produce and foreclose cultural ways of understanding Australian childhood. Throughout the thesis, I work to challenge representational foreclosures of Australian childhood subjectivities within the advertising texts, in order that cultural truths about Australian childhood subjectivities might be unsettled and unjust representations challenged. Such a critique of limiting discursive representations of Australian childhood matters, I contest, because unjust and exclusionary discourses of Australian childhood can sustain symbolic and performative disadvantage for Australian children and adults alike, particularly those who continue to be excluded from public recognition in a nation that presumes to be inclusive and egalitarian.
18
Correa, Deodrin Maria. "The construction of gender identity in India through television advertisements: A semiotic analysis." Thesis, Australian Catholic University, 2011. https://acuresearchbank.acu.edu.au/download/754169058810a05dccdf841a6e3a0946c4d05d113a6c841b6af599dd45631a7b/3210121/64831_downloaded_stream_56.pdf.
Full textAbstract:
This study investigates how television advertisements in India construct gender identity. Advertisements that appeared during popular Indian television serials were obtained from a local video rental outlet and recorded on a weekly basis for a period of six months. A representative sample was then screened and used for analysis. As sign systems are involved in the construction of meaning (Chandler, 2001) - and advertising makes use of signs to convey its message (Bezuidenhout, 1998), this study employed semiotics as a method for analysing the ideological messages of Indian television advertisements - as semiotics is concerned with the study of signs. The proposed structure of the semiotic analysis in this study, is guided by Barthes (1977) essay ""The Rhetoric of the image"". All the advertisements involving domesticity emphasised the traditional role of women - as a wife and mother. Through the ideologically constructed messages, the advertisements not only valorised and affirmed the traditional role of Indian women but also made the domestic role of the woman appear natural to the viewers (Roy, 1998). This study is one of the first major studies of the nexus between the media, and the construction of gender-identity in India today. Therefore, it will not only be significant to policy makers but also to educators who could use it as a basis for developing and implementing a media literacy program, aimed at developing students' critical thinking and media literacy skills to enable their capacity to evaluate the role and power of the media in lives.
19
E, Qinyu. "Creating Demand for Abortion Service: A Content Analysis of Chinese Television Abortion Advertisements." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1437658749.
Full text
20
Wilson, Cathi C. "The effects of background music on viewer's perceptions of political campaign television advertisements /." free to MU campus, to others for purchase, 2003. http://wwwlib.umi.com/cr/mo/fullcit?p3099646.
Full text
21
Berberoglu, Naile. "Children's childhoods : exploring childhood through children's interpretations of television advertisements in North Cyprus." Thesis, University of York, 2011. http://etheses.whiterose.ac.uk/2681/.
Full textAbstract:
In this study, I explore different aspects of childhood within a particular cultural and social space. I bring the sociology of childhood into dialogue with media studies to explore childhood in the lives of children themselves. In doing so I highlight the parallels that can be drawn between each discipline's approach to children and audiences, respectively. I use the similarities between the two disciplines and methodologies that are compatible with both in order to explore how children interpret constructions of childhood and depictions of children in Turkish media content in North Cyprus. To this end, I conducted 10 focus groups involving 40 children between the ages of seven and twelve. In these focus groups I asked children to interpret television advertisements that depict children and, using the discussions around these interpretations as a springboard, I encouraged them to talk about their experiences within their socio-cultural environment. I used discourse analysis to analyse the advertisements used in the focus groups and to incorporate the children's interpretations into my analysis as well as analysing the focus group transcripts using the cultural, social and economic backgrounds of the children as the context for my analysis. In addition, this study examines the fluid and ambivalent power dynamics between parents and children, both in terms of the actual exercise of power and in terms of constructions of meaning with regard to childhood. I argue for the importance of involving children's views and perspectives in research on childhood and demonstrate how doing research with children can work towards helping them to be heard. I also consider this approach to childhood as a step towards having children's social agency recognized in different institutions within society.
22
Mathias-Baker, Ian. "The musical object in consumer culture." Thesis, University of Southampton, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.327584.
Full text
23
Tye, Robyn. "Nelson Mandela Metropolitan University students' perceptions of television advertisements for four SAB beer brands." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1021122.
Full textAbstract:
This research study aimed to provide the South African beer industry and their advertising representative with insights into 18-28-year-olds’ perceptions of the communicated messaged in beer advertisements. This included the use of social and cultural references to attract their attention and the suggestions made by the advertisements about the consumption of beer in certain contexts. This research study aimed to determine the selected sample’s (NMMU students) perceptions of four South African Breweries beer brands, namely Castle Lager, Castle Lite, Carling Black Label and Hansa Pilsener, in terms of their use of references to social and cultural identity of males and females in South Africa within their television advertisements. The survey questionnaire helped determine what the selected sample’s perceptions were of each advertisement, and whether they fully understood the desired communicated message. It also helped to understand whether each advertisement captured their attention. A semiotic analysis of each advertisement was conducted to deconstruct the advertisements and to determine if they do contain elements of social and cultural identity in an attempt to sell products to their target audiences, or to affect the perceptions of the brand and drinking beer in general. This was achieved by examining the signs and imagery in each advertisement, looking specifically at the representamen, interpretant and object using Pierce’s model of a sign.Hierdie navorsingstudie is daarop gemik om die Suid-Afrikaanse bierbedryf en sy adverteerders ‘n beter begrip te gee van verbruikers tussen die ouderdomme van 18-28, se waarnemings van die boodskappe in bieradvertensies. Dit sluit in die gebruik van sosiale en kulturele verwysings, wat veronderstel is om die verbruikers se aandag te trek, asook die suggesties wat deur die advertensies gemaak word met betrekking tot die verbruik van bier in ‘n bepaalde konteks. Die studie moes ook die gekose monster (“selected sample”), nl. die NMMU-student se persepsies bepaal van vier handelsname van die South African Breweries, naamlik Castle Lager, Castle Lite, Carling Black Label en Hansa Pilsener, en in watter mate daar in bieradvertensies oor die televisie verwys word na die sosiale en kulturele identiteit van Suid-Afrikaanse mans en vroue. Die meningspeiling het die groep se waarnemings van elke advertensie, asook of die boodskap wat gekommunikeer is ten volle verstaan word, ondersoek. Die vraelys kon ook vasstel of die advertensies hulle aandag getrek het. ‘n Semiotiese ontleding van elke advertensie is gedoen, om die advertensies te dekodeer en sodoende vas te stel of die adverteerders elemente van sosiale en kulturele identiteit gebruik het om hul produkte aan die teikenmarkte te verkoop, of om die idees rondom die handelsnaam en bier oor die algemeen te beïnvloed. Aan die hand van Peirce se semiotiese model is die tekens en beelde in elke advertensie bestudeer.
24
Mahboob, Shaolee, and shaolee mahboob@gmail com. "The Representation of Women in Television Advertisements: a Comparative Analysis in Australia and Bangladesh." Flinders University. Women's Studies, 2007. http://catalogue.flinders.edu.au./local/adt/public/adt-SFU20080114.100907.
Full textAbstract:
This thesis considers womens representation in television commercials in Australia and
Bangladesh. It is an empirical study. A total of 780 advertisements were recorded from
various television channels of Australia and Bangladesh. Among them 280 and 500
advertisements were taken from Bangladeshi and Australian television channels
respectively. This thesis is about womens representation in television commercials in
Australia and Bangladesh. Bringing an interdisciplinary but empirical approach to a
broad range of recently screened advertisements, the thesis examines how femininities
are stereotypically represented in these two countries television commercials. The study
suggests that women are produced and reproduced as sexual objects and/or objects to be
looked at, and that representations of womens bodies circulate around the binary of
purity and pollution in heavily gendered and racialised ways. The interesting finding of
this study is the extension of the male-gaze concept where women come under the gaze
from (hetero) sexual perspectives. The study suggests that images of femininity and
racialisation are produced and reproduced. This constructs womens secondary position
and creates racial instability in societies.
25
Freitas, Elsa Simões Lucas. "Taboo in advertising : a textual study of Portuguese and UK magazine and television advertisements." Thesis, Lancaster University, 2003. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.414958.
Full text
26
Isaacs, Nicole. "Spinning the truth on social media: A textual analysis of health-related television advertisements." University of the Western Cape, 2015. http://hdl.handle.net/11394/4853.
Full textAbstract:
Magister Artium - MAThe theory of multimodality (Kress 2010; Kress and van Leeuwen 2006) has impacted major research fields like Linguistics and Education by significantly extending our understanding of what is meant by communication through different modalities and media. More recently, scholars have been paying attention to multimodality in the world of advertising (Lick, 2015; Enli, 2014). Drawing on the work from multimodality scholars like Machin and Mayr (2012), Kress and van Leeuwen (2006) and others, this study explores the multimodal choices that were strategically made by a major multinational beverage company, Coca Cola. Specifically, these choices relate to its health-related television advertisements that were created in response to health-related criticisms of its products by consumers and health institutions over the years. The purpose of this study is to examine whether the beverage company is ‘spinning the truth’ in response to health-related criticisms by using certain multimodal strategies in its healthrelated television advertisements posted on the YouTube website. The study also critically reviews the reactions of consumers to these specific television advertisements on YouTube and the issues they raised in their on-line comments. The findings of this research study illustrate that Coca-Cola did not admit to its contribution to obesity in its health-related television advertisements and it did not address health-related criticisms in the comment sections on YouTube. Instead the brand’s common message and stance in all of the health-related television advertisements was that consumers need to lose the calories that they gain from consuming Coke by eating well, being active and exercising in order to avoid obesity and other health issues.
27
Chen, Chin-Hui. "Portraying older age in television advertisements : a comparative study between the UK and Taiwan." Thesis, Cardiff University, 2010. http://orca.cf.ac.uk/55481/.
Full textAbstract:
This thesis is a cross-cultural comparative study on media representations of older people in UK and Taiwanese TV advertisements. Three analytical approaches (content analysis, the constant comparative method and critical discourse analysis) were employed. The content analytical study in this thesis revealed that older people were still under-represented as suggested in existing literature. Role salience and visibility of older characters were greater in Taiwanese TV advertisements than in UK TV advertisements. Taiwanese older characters were more likely associated with family relationships and indoor/home contexts while UK older characters were more frequently depicted at outdoor and entertainment settings. Nine character types emerged in the constant comparative study to describe media representations of older people in UK and Taiwanese TV advertisements. They are "Competent", "Conservative/Traditional", "Engaged in Female-Male Relations", "Golden Ager", "Humorous", "Unwell and Declining Health", "Incompetent", "Engaged in Intergenerational Relations", and "Vulnerable". Results of the cross-cultural comparisons indicated that the Confucian tradition of filial piety was a defining factor that distinguished the portrayals of older adults in Taiwanese TV adverts from those in the UK TV adverts. The critical discourse analysis in this thesis focused on UK and Taiwanese TV adverts for over 50s life insurance products. It was found that a positive construction of ageing was commonly linked to consumer choices so as to legitimate the advertised products (targeting older people) in the two cultural contexts. However, the positive ageing was arguably offset by ageist ideological presuppositions behind the product messages which conventionally highlighted low cost, eligibility, medical exemption and free gifts both in the UK and Taiwanese data.
28
Grier, Lara Anne. "Decolonising the media : the use of indigenous African languages in South African television advertisements." University of Cape Town, 2015. http://hdl.handle.net/11427/13659.
Full textAbstract:
\Advertisements in African languages are generally confined to radio, and in that medium are factual, dialogic and direct. When used in television advertising, however, South Africa’s indigenous languages play a less informative role, being employed rather to index a concretised African essence, African identity, urban style, or a particular reified postapartheid togetherness and cultural mobility. In this dissertation I analyse six television advertisements, all using African languages or language varieties, broadcast over the years starting 2010 through to 2014. I reflect on how and why the African language is used and to what extent African languages are no longer seen by television advertisers as carriers of information but as exploitable symbols of trustworthiness, multiculturalism, belonging and innovation. Methodology includes interviews with agencies, sociolinguistic analyses of the varieties used, detail on brands and products represented by the language and a small pilot study with viewers to ascertain their responses to the six selected advertisements.
29
Hungwe, Caroline. "An analysis of how Zimbabwean women negotiate the meaning of HIV/AIDS prevention television advertisements." Thesis, Rhodes University, 2006. http://eprints.ru.ac.za/912/.
Full text
30
Cueto, Elizabeth Patricia. "Characteristics of Florida's Hispanic advertising a content analysis of current advertisements airing on Spanish-language television /." [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0013401.
Full text
31
Coelho, Marta Louçada. "Mensagens verdes: anúncios na televisão: análise das mensagens ambientais entre 2002-2009 na televisão portuguesa." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2011. http://hdl.handle.net/10400.5/3532.
Full textAbstract:
DIssertação de Mestrado em Comunicação SocialEste estudo analisa a evolução das mensagens publicitárias sobre o ambiente, veiculadas pela televisão portuguesa entre os anos 2002 e 2009. O objectivo principal foi identificar e compreender as finalidades pedagógicas patentes nos conteúdos destes anúncios. Pretendeuse, especificamente, analisar os diferentes modos de concretização da intenção pedagógica das mensagens, apreender as principais modificações no conteúdo, na estrutura e no tom destes anúncios, estudar o papel do humor nas mensagens e a sua eficácia e a analisar os diferentes targets tacitamente visados pelos anúncios. Para o efeito, recorreu-se à análise de conteúdo comparativa e semiológica dos anúncios emitidos pela Sociedade Ponto Verde e também à execução de entrevista à Sociedade Ponto Verde. Os resultados demonstram que todos os anúncios exprimem grande criatividade e que os problemas ambientais ganham projecção graças à televisão. Os símbolos escolhidos revelam claramente a preocupação com a causa ambiental e a complexidade da mensagem transmitida pelas crianças, comprova que, apesar do tom infantil, lúdico e divertido, uma mensagem séria pode ser transmitida de forma positiva e eficaz.
This study analizes the evolution of publicity messages about environment, broadcast through portuguese television between 2002 and 2009. The main goal has been to identify and understand the pedagogigal purposes on the contents of these advertisements Specifically this study seeks to analize the different ways to materialize the pedagogical meaning of these messages, capture the main changes on the conten, the structure and the tone of the advertisements, study how humor influences the messages and how useful it may be and finally to analize the different targets on the aiming of the advertisements. This study has involved compared content analysis of Sociedade Ponto Verde advertisements and also an interview to this organization. The result shows that all advertisements reflect large criativity and also that environmental problems win projection thanks to television. Selected symbols clearly reveal the concern with the environmental cause and how complex is the message told by the children, which proofs that despite the childish, educational and funny tone, a serious message can be forward in a positive and effective way.
32
Ali, Moondore. "The development of children's understanding of advertisements on television and the Internet in the U.K. and Indonesia." Thesis, University of Sheffield, 2009. http://etheses.whiterose.ac.uk/15172/.
Full textAbstract:
Children's ability to understand the purpose of television advertising develops in stages; the ability to recognize advertisements from surrounding programmes and the ability to understand the informative and persuasive intent of advertisements. Researchers have demonstrated that children are able to distinguish television advertisements from surrounding programmes as young as 4 years of age. Most research into children's understanding advertisement intent has been based on verbal methods and this research has concluded that children have an awareness of persuasive intent of advertisements from the age of 7 or 8 years. In contrast, researchers who have used non-verbal methods to measure children's understanding of advertising claim that children as young as 4 or 5 years of age have some awareness of the informative and persuasive intent of advertisements. In chapters 3 to 7 we investigated UK and Indonesian children between the 4 and 9 years of age using non-verbal methods. The results failed to show that young children can demonstrate an awareness of the informative or persuasive intent of advertisements. Instead our results support the. findings from verbal methods, that children only develop an understanding of the purpose of advertising about 7 or 8 years of age. Although research on children's ability to distinguish between advertisements and programmes is well established for television advertising, there has been lack of research in new media. In chapters 8 to 1O we investigated UK and Indonesian children's ability to identify advertisements on Web pages. The results showed that children were poor at recognizing advertisements on the Web pages. Less than a third of 6-year-olds could identify the advertisements, although this age group can successfully identify television advertisements. Therefore we concluded that the sequence of children's understanding of advertising that has been put forward to explain children's awareness of television advertising may not apply to other media, like the Internet.
33
Walkosz, Barbara Jean 1947. "A micro level analysis of communication strategies utilized in the television advertisements of male and female candidates." Diss., The University of Arizona, 1996. http://hdl.handle.net/10150/290637.
Full textAbstract:
American women continue to be severely underrepresented in the number of elected political positions held. One of the obstacles that women face when seeking public office are gender stereotypes which reinforce beliefs that women may be less viable candidates than men. Gender stereotypes influence a range of evaluations about candidates including judgments about their credibility, competency, and communication strategies. This study analyzes communication campaign strategies as one area in which gender stereotyping may influence voters. Television political advertisements are the context for this analysis because of the increased relevance of advertising in imparting candidate image and issue information to the voters. Language Expectancy Theory and literature from the nonverbal communication field provided the theoretical rationale for this study. A micro-level analysis of the verbal and nonverbal communication strategies in political advertising was conducted to determine if these strategies adhered to or countered gender stereotypes. A total of 124 political advertisements of male and female candidates were content analyzed. Results of the study indicate that differences existed in how male and female candidates presented their image to the electorate. Specifically, for the verbal strategies examined, women candidates used less intense language, less humor, less direct attacks, and more prosocial strategies than their male counterparts. However, no differences were found between how men and women made references to autonomy nor were differences identified in their use of opinionated language. For the nonverbal communication strategies, women were coded as having more pleasant voices, and as using more immediate and dominant kinesic cues. No differences were identified in regard to trait characteristics emphasized nor issues mentioned in the ads. The discussion focuses on how these findings can assist scholars in understanding the communication strategies male and female candidates utilized, and if these strategies supported or violated communication stereotypes. The findings of the study can facilitate future research related to understanding how female candidates can increase the persuasive efficacy of their political advertisements.
34
Near, Christopher R. "Deception in Super Bowl Advertisements: An Analysis of Deceptive Story Lines." Diss., CLICK HERE for online access, 2008. http://contentdm.lib.byu.edu/ETD/image/etd2388.pdf.
Full text
35
Weissglass, Keith. "Image manipulation in political advertisements how color and music influence viewer attitudes and emotions /." Diss., Connect to the thesis, 2005. http://hdl.handle.net/10066/1120.
Full text
36
Jaffer, Labeeqar. "A study exploring isi-Xhosa women’s experiences and meaning making around the portrayal of menstruation and menstrual products in television advertisements." University of the Western Cape, 2015. http://hdl.handle.net/11394/4657.
Full textAbstract:
Magister Artium (Psychology) - MA(Psych)Menstruation can be defined as the cyclic shedding of the uterine wall in response to the production of hormones from the ovaries. Although menstruation is experienced as both a positive and negative phenomenon, the dominant view remains a negative one. Menstruation has been stigmatised across most cultures, and culturally constructed as something that needs to be hidden, and hygienically managed, and a source of shame and embarrassment. It is also seen as a dirty process and a source of discomfort, illness and emotional instability. Dominant cultural constructions of menstruation in advertisements convey the message that through the purchase of particular menstrual products, women will be “protected”, “fresh”, and thus the cultural beliefs of a hygiene crisis, concealment and secrecy are perpetuated. This study explored isi-Xhosa speaking women’s experiences and meaning-making related to the portrayal of menstruation and menstrual products in television advertisements. Active audience theory, a branch of media theory, formed the theoretical framework for this study. This research adopted a qualitative approach, and made use of Interpretive Phenomenological Analysis (IPA) to explore participants’ personal experiences. Three focus groups were conducted in English, consisting of 5 participants per focus group. Research began with two focus groups until saturation was reached. Participants were shown two television advertisements of two major South African companies (Kotex and Always) who sell menstrual products, as a means of stimulating discussion. The findings indicated that there were major discrepancies between what was portrayed in menstrual product advertisements and the reality of participants’ experiences; there was an exaggerated emphasis on checking behaviours; menstrual product advertisements avoided displaying the discomfort associated with menstruation; advertisements heightened the fear around leaking and emphasised hygiene and remaining clean. The positive finding to emerge was participants’ view that menstrual product advertisements served as a means of education, in the context where they were often misinformed about menstruation or provided with minimal or no information. This study extended on a previous study conducted at a different South African university, and contributed to the literature in this area within the South African context. All ethical guidelines stipulated by the University of the Western Cape were strictly adhered to.
37
Clark, Michelle L. "Relationships among television food advertisements, children's food requests, parental attitudes and knowledge about nutrition, and parental food purchases." The Ohio State University, 1996. http://rave.ohiolink.edu/etdc/view?acc_num=osu1399624295.
Full text
38
Robinson, Neil. "Alcohol Restraint Television Advertisements Targeted At Adolescents : A Three-way Comparison Of Reinforcement Styles On Attitude To The Advertisement, Attitude To The Cause And Attitude To The Act." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2003. https://ro.ecu.edu.au/theses/1501.
Full textAbstract:
Adolescent binge-drinking is an area of great concern in Australia as it is with many other developed countries around the world. Every year in Australia, Commonwealth and State health authorities invest considerable resources into trying to address this issue and the results have been described as being at best, mixed. Health promotion initiatives such as school programmes, media promotion and health programmes coupled w1th restrictions on supply of alcohol are all used to try and curb the incidence of adolescent binge drinking. In recent years television advertising has specifically been used to try and curb the incidence of adolescent binge-drinking behaviour. The aim of this study was to look more closely at the likely effectiveness of those advertising executions that are now commonly used to influence adolescents' attitudes and behaviours toward alcohol. To this end, three advertising executions were presented to 720 Perth school students who were mostly aged between 14-15 years old. The three advertising executions differed in that one was of a positive appeal execution type, one was of a negative advertising execution type, and the other was of a 'combination' negative/positive advertising execution type. After a review of the literature the expectation was that the combination advertising execution would most likely be the most effective advertising executions. The findings of this study were however, different to expectation. It was found that the negative execution performed similarly or perhaps even marginally better than the combination execution. In contrast, the positive execution appeared to carry less impact with adolescent audiences suggesting that of the three execution styles it is probably the least effective method for communicating to adolescents about alcohol restraint. In addition to these investigations into advertising executions other background research was also conducted. This research explored adolescent attitudes toward the whole idea of anti-binge drinking advertising. This area of investigation was thought to be important because marketing theory suggests that advertising requires positive attitudes from it's audiences to work at an optimum level. For example, it has been suggested that a positive attitude toward an advertisement not only makes the audience more receptive but it also makes consumers more approving of the product (or in this case the cause), and mane likely to act on the information. Adolescents were generally found to be concerned about alcohol abuse and seemed to be generally supportive of health promotion initiatives. These finding have therefore been discussed in this dissertation keeping in mind those findings regarding the three advertising executions. It is believed that studies such as this are of importance to our communities. It is for example, anticipated that the results from such studies have the potential to assist health promotion planners to plan their health promotion strategies mane effectively in future. It should be added too, the implications of studies such as these are that health promotion planners will not only be assisted in the future in the area of adolescent binge-drinking but also in other areas of health such as in the areas of illicit drug use, smoking or diet and exercise strategies.
39
Poalses, Jacolize. "An investigation into the advantage of non–verbal measurement of emotion in television advertisements across South African generation / Poalses J." Thesis, North-West University, 2011. http://hdl.handle.net/10394/7291.
Full textAbstract:
Emotions have become an important research topic in both the behavioural sciences and advertising. Nowadays, emotions are acknowledged as an important mediator of cognitive and behavioural consumer responses to advertising. Consequently, researchers in marketing and advertising have emphasised the need to consider emotions as a crucial factor in the advertising process. To test the viability of this assumption, an empirical research study was conducted at the Behavioural and Communication Research Division of the Bureau of Market Research (BMR). More specifically, the research study used a three–dimensional approach to measure generational differences in consumers’ emotional response to television advertisements. To capture immediate, positive and negative emotive responses towards a pre–selected test advertisement, the study used three research instruments, namely AdSAM, PrEmo (both non–verbal measurement instruments) and the List of Emotions (LoE) (verbal measurement instrument). Gauteng consumers (n = 102) who view television participated in the study, which revealed that ageing appears to be a significant antecedent in measuring emotive response to advertisements. In this regard, the study showed, among others, that Baby Boomers (older generation) were inclined to react to the advertisement in a different manner than younger generations (Millennials and Xers). For example, Baby Boomers found it easier to acknowledge higher levels of engagement with the test advertisement, as was noted in the high Arousal ratings. No significant differences were, however, evident between generations on the Pleasure dimension as all generations seem to have felt positively towards the test advertisement. Furthermore, although all generations felt positive emotive reactions when viewing the test advertisement, Millennials feel more Comfortable, whereas the Xers and Baby Boomers feel stronger Warmed emotions. Overall, older people tend to purposefully seek to experience positive emotions and avoid or limit negative emotions. In summary, both non–verbal and verbal measures reflected generational differences that seem to be more apparent when analysing negative emotions.
The study also revealed that the AdSAM instrument appears to be advantageous when measuring emotions in television advertising due to its non–verbal properties. However, greater generational differences seem to be evident when emotions are measured with a verbal rather than non–verbal instrument.
Against this background, certain recommendations for future research were made, amongst others, the need for further research on emotive reaction to television advertisements and the need for innovative research models that are customised for the diverse South African consumer market.Thesis (M.A. (Research Psychology))--North-West University, Potchefstroom Campus, 2012.
40
Specht, Annie R. "Investigating the Cultivation Effects of Television Advertisements and Agricultural Knowledge Gaps on College Students’ Perceptions of Modern Dairy Husbandry Practices." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1280251557.
Full text
41
Studer, Nanina. "Women Sell Mascara, Men Sell Machines? : A Content Analysis of Gender Portrayals in Swiss Prime-Time TV Advertisements." Thesis, Stockholms universitet, JMK, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-170347.
Full textAbstract:
This study analyzes gender portrayals in Swiss prime-time television advertising with regard to gender stereotypes. A content analysis of 449 characters of 412 distinct advertisements sampled from four selected German-speaking TV channels in Switzerland was carried out. Characters in the ads were coded for physical appearance, sexualization, social role, and occupation. The data show significant variations between the representation of women and men in all four aspects. An international comparison of the gender portrayals used in Swiss advertising suggests that they are almost identical to internationally used stereotypes. Only small deviances occur, such as the portrayal of both women and men in a home setting, an equal share of female and male characters doing housework, and no differences in the arguments given by women and men on why to use a product they advertise.
42
Verser, Rebecca Mae. "The 2004 presidential election between George W. Bush and John F. Kerry an analysis of visually comparative televised advertisements /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2007. http://hdl.handle.net/10355/4696.
Full textAbstract:
Thesis (Ph. D.)--University of Missouri-Columbia, 2007.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on October 10, 2007) Vita. Includes bibliographical references.
43
Johansson, Simon. "May I Interest You in a Freshly Brewed Presidential Candidate? : An Analysis of Presidential Campaign Television Advertisements in the United States, 1952-2016." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36220.
Full textAbstract:
This study aims to shed light on the relationship between the commercial advertising model AIDA (Awareness/Attention, Interest, Desire, Action) and political television advertising, with a historical perspective being of extra interest. In order to do so, the study made use of theories concerning the AIDA-model, representation, rhetoric (with focus on ethos, pathos, and logos), and the professionalisation of political communication. The methodology involved qualitative analyses of 18 official political campaign advertisements from nine United States presidential elections between the years 1952-2016. One issue-ad from each candidate (Republicans and Democrats only) from every other election was strategically chosen for examination. Each advertisement was then analysed both as it relates to its rhetorical content as well as its structure with the defined four stages of the AIDA-model in mind, with any potential patterns between the rhetoric and the structure being taken into account. The results of the study suggest that while the AIDA-model can be recognised in political television advertisements in the United States since the inception in the 1950s, the advertisements from the post-modern phase of the professionalisation of political communication (1985-) seem to place more emphasis, compared to the modern phase (1950s-1985), on the desire stage of the AIDA-model. Furthermore, no distinct differences could be found between the parties from a pure rhetorical and structural standpoint, and both appear to be on practically identical evolutionary paths. An explanation to this could be the escalating reliance on hiring independent experts and specialist to manage the various areas involved with running a political campaign, which is a characteristic of the ever-increasingly professional environment of political communication.
44
Payne, Beth A. (Beth Ann). "A Content Analysis of the Depiction of Women in Television Presidential Advertising from 1952 to 1976." Thesis, University of North Texas, 1991. https://digital.library.unt.edu/ark:/67531/metadc500385/.
Full textAbstract:
From the television advertisements made by presidential candidates from 1952 to 1976, this study analyzed the 131 advertisements that contained women. The analysis used the following descriptors: Number of Women's Roles, Age, Occupation, Marital Status, Locale, Concerns, and Status Relative to the Candidate. The results indicate that women are most likely to be shown as physically present although not speaking, in the 18 to 30 age group, belonging to a non-business atmosphere yet outside the home, and of an unknown marital status, and will not be shown in the same frame as the candidate. Womens' images in these advertisements were most commonly associated with issues involving the cost of living, taxes, pro-Nixon, and social security.
45
Aqil, Hammad, and Asim Iqbal. "The dilemma of children’s advertisement on television in Sweden." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-46999.
Full text
46
Nascimento, Paula Carolina Barboni Dantas. "A influência da televisão nos hábitos alimentares de crianças e adolescentes." Universidade de São Paulo, 2007. http://www.teses.usp.br/teses/disponiveis/59/59137/tde-21092007-145239/.
Full textAbstract:
Entre os fatores ambientais associados à obesidade encontra-se a intensa veiculação de propagandas de alimentos pela televisão que, na maioria, possuem alto valor calórico e baixo valor nutricional. O hábito de assistir televisão pode aumentar o consumo desses alimentos, além de promover o sedentarismo. Assim, os objetivos do presente estudo foram investigar: 1) a quantidade e a qualidade dos alimentos veiculados pela televisão; 2) o conteúdo das propagandas de alimentos, incluindo os apelos emocionais e racionais e 3) os hábitos de compras das famílias e os hábitos alimentares de crianças e adolescentes. Para tanto, foram realizadas gravações das programações de redes de televisão de canal aberto, onde os produtos anunciados foram classificados em categorias previamente definidas. Posteriormente, foi aplicado o Questionário de Avaliação de Consumo, às famílias de 816 crianças e adolescentes, de ambos os sexos, matriculados em Escolas Estaduais e Municipais de Ensino Fundamental de Ribeirão Preto-SP. Os resultados indicaram que a categoria alimentos foi a mais anunciada, independente do dia e horário. A pirâmide formada a partir desses alimentos apresentou acentuada discrepância em relação à Pirâmide Alimentar Recomendada. Cerca de 82% das propagandas sugeriram o consumo imediato dos alimentos e em 78% os personagens os consumiram de forma explícita; 57% apresentavam desenho animado e/ou animação e 58% representavam alguma situação cotidiana. Satisfação, prazer e alegria foram os sentimentos mais explorados, juntamente com as idéias de diversão, identificação do consumidor e convencimento. Cerca de 24% dos alunos apresentou sobrepeso ou obesidade, não havendo diferença significativa entre meninos e meninas. Tratava-se de uma população de baixo nível sócio-econômico, uma vez que 50% dos pais e 47% das mães não haviam completado o ensino fundamental e 56,5% das famílias recebiam até 4 salários mínimos. Assistir mais de 2 horas de televisão por dia esteve associado ao aumento do IMC, somente entre os meninos. Propaganda foi um fator associado à tomada de decisão de compra de alimentos. A maioria dos alunos apresentou hábitos alimentares inadequados, com elevado consumo de gordura, açúcar e sal. Assim, ficou evidente que a televisão anuncia elevada freqüência de propagandas de alimentos, a maioria com baixo valor nutricional, associando o consumo do alimento a aspectos positivos e agradáveis. Tais fatores poderiam estar influenciando os hábitos alimentares de crianças e adolescentes, contribuindo para o aumento nos índices de obesidade.Among the environmental factors associated with obesity is the intense broadcast of food advertisements on television, usually showing foods with high caloric ratio and low nutritional value. Television viewing can not only increase the consumption of such foods but also promote sedentariness. Thus the objectives of this study were to investigate: 1) the amount and quality of the food products advertised on the Brazilian television; 2) the content of food advertisements including the emotional and rational appeals and 3) the family\'s purchase habits, and the student\'s food habits. To this end, daily programmings from free networks were recorded to classify the advertised products into previously defined categories. Subsequently, the Evaluation Consumption Questionnaire was applied to the parents of 816 children and adolescents, of both genders, attending Elementary and Junior High Public Schools in the city of Ribeirão Preto-SP. The results indicated that the food category was the most announced, irrespective of the day and time. The pyramid established from these foods showed a remarkable discrepancy in relation to the Recommended Food Pyramid. About 82% of the advertisements suggested the immediate consumption of foods and in 78% of them the characters consumed the food explicitly; 57% presented cartoons and 58% of them showed everyday situations. Satisfaction, pleasure and cheerfulness were the most explored feelings, as well as ideas of fun, identification of the consumer and persuasion. About 24% of the students showed overweight or obesity, with no significant difference between boys and girls. The sample showed a low socio-economic level, as 50% of the fathers and 47% of mothers did not accomplish elementary school and 56,5% of the families earned up to four minimum wages. Television viewing for more than 2 hours a day was associated with the increase of BMI, only among the boys. Advertisement was a factor associated with food purchase decision-making. The majority of the students had inadequate food habits with high intake of fat, sugar and salt. Therefore, our results evidenced that television announces a high frequency of food advertisements, mostly of low nutritional value, associating the food consumption with positive and pleasant aspects. These factors may be influencing the eating habits of children and adolescents, contributing to the increase of the prevalence of obesity.
47
Rocha, Reno Moura. "AdolescÃncias e Juventudes na Publicidade Televisiva: Cartografias de um TerrÃtÃrio Existencial." Universidade Federal do CearÃ, 2009. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3825.
Full textAbstract:
FundaÃÃo de Amparo à Pesquisa do Estado do CearÃA julgar por sua presenÃa constante na televisÃo e na publicidade contemporÃneas, o sujeito adolescente tem assumido um papel central na subjetividade hodierna. No entanto, apesar desse fato notÃrio e de todos os estudos que reforÃam sua relevÃncia, a publicidade televisiva resta pouco discutida pela psicologia em sua relaÃÃo com a adolescÃncia. Por outro lado, diversos modelos de adolescÃncia tÃm sido traÃados pelos saberes psi, priorizando-se um ou outro aspecto como a questÃo essencial para a constituiÃÃo da identidade do adolescente, seja a educaÃÃo, o trabalho, a famÃlia e a sexualidade ou outro qualquer. Pautando-se na teoria da subjetividade de Guattari, este estudo busca traÃar uma cartografia da publicidade televisiva brasileira enquanto territÃrio existencial da adolescÃncia, a partir do confronto entre esses agenciamentos concretos, os modelos cientificistas de adolescÃncia produzidos pela psicologia e as instituiÃÃes histÃricas e midiÃticas que marcaram a origem e a transfiguraÃÃo da adolescÃncia ao longo da modernidade. Realizamos o registro e a anÃlise de 48 publicidades veiculadas em quatro canais da televisÃo aberta, durante o mÃs de marÃo do ano de 2009. A partir dessas anÃlises, procuramos engendrar uma discussÃo acerca de 17 temas que evocavam pontos problemÃticos nessas publicidades: famÃlia, educaÃÃo, tecnologia, polÃtica, alegria, experimento, inseguranÃa, autonomia, beleza, saÃde, sexualidade, grupo, trabalho, fama, felicidade, consumo e natureza. NÃo procuramos, no entanto, instituir um novo modelo de adolescÃncia que venha a superar os demais, mas sim compreender a adolescÃncia enquanto fruto de uma multiplicidade fundadora que a torna um conjunto de territÃrios existenciais variados e que nÃo se reduzem uns aos outros. Com base nessa cartografia do territÃrio existencial da adolescÃncia na publicidade televisiva, somos levados a supor que todos os modelos teÃricos e todas as configuraÃÃes histÃricas da adolescÃncia apenas podem ser considerados enquanto produÃÃes parciais e inseparÃveis dos dispositivos e das instituiÃÃes que os agenciam.
By its constant presence on contemporary television and advertisings, the adolescent subject has assumed a central role on nowadays subjectivity. However, besides that notorious fact and all the studies to reinforce its relevance, television advertising is very little discussed by psychology in its relationship with adolescence. On the other hand, various adolescence models have been defined by the psi knowledge, prioritizing one or another aspect like the essential question for the constitution of the adolescent identity, be it education, work, family and sexuality or any other. Based on Guattariâs subjectivity theory, this study tries to trace a cartography of the Brazilian television advertisement as an existential territory of adolescence, starting in the confrontation between those concrete agencies, the scientific models of adolescence produced by psychology and the history and media institutions that marked the origin and the transfiguration of adolescence along modernity. We did the registry and the analysis of 48 advertisements aired in four channels of open television, during March of 2009. Starting with those analyses, we tried to produce a discussion about 17 themes that evocate problematic points in those advertisements: family, education, technology, politics, joy, experimentation, insecurity, autonomy, beauty, health, sexuality, group, work, fame, happiness, consume and nature. We didnât try, however, to institute a new model of adolescence to surpass the others, but to comprehend the adolescence as the seed of a founding multiplicity that turns a group of varied existential territories and that are not reduced to each other. Based on this cartography of the existential territory of the adolescence on television advertising, we suppose that all theoretical models and all historical configurations of adolescence can just be considered partial and undistinguished productions of the devices and institutions that agency them.
48
SILVA, AMANDA FERRAZ DE OLIVEIRA E. "TELEVISIN ADVERTISEMENTS AS A DISCOURSE GENRE: VERBAL INTERACTIONS UNDER BAKHTIN`S PERSPECTIVE." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2005. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=7059@1.
Full textAbstract:
PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIROEsta pesquisa tem como objetivo estudar o gênero discursivo propaganda televisiva e as interações verbais aí presentes sob a perspectiva bakhtiniana. O corpus principal da pesquisa compõe-se de dados retirados de algumas propagandas televisivas, tendo sido gravadas e transcritas 11 propagandas da empresa FIAT Automóveis do Brasil, produzidas no período de 2000 a 2003. A análise das propagandas televisivas foi realizada com base nos pressupostos da teoria de Bakhtin (1981, 1992 e 1997), considerando-se conceitos de gênero, interação verbal, dialogismo, vozes discursivas, intertextualidade e ironia. A partir dos resultados da análise, propomos a classificação do gênero propaganda televisiva como um gênero intersemiótico complexo. A análise dos dados permitiu também caracterizar a propaganda televisiva como um gênero em que há a fusão do próprio gênero propaganda com o seu veículo de suporte, a televisão. O estudo das interações verbais mostrou que este gênero reflete aspectos histórico- sociais, valores e estereótipos, por meio das vozes ideológicas da sociedade, que permeiam o discurso. Este trabalho nos possibilita confirmar que a língua é um fenômeno social, histórico e ideológico e que o contexto é muito importante para a compreensão do que é dito ou do que se quer dizer em uma propaganda televisiva, que se constitui como um enunciado social (Bakhtin, 1981, 124).
The purpose of this research is to study the genre television advertisements and verbal interactions under Bakhtin`s perspective. The main corpus of the study is composed of data from TV ads, having been recorded and transcribed 11 samples of Brazilian car advertisements of FIAT Automobile Company, produced from 2000 to 2003. The analysis of the ads was based on theoretical concepts extracted from Bakhtin`s language theory (1981, 1992 and 1997), considering genre, verbal interaction, dialogism, discursive voices, intertextuality and irony. Based on the results of the analysis, the classification of television advertisements as a complex intersemiotic genre is proposed. Data analysis also led into the characterization of TV ads as a fusion of the advertisement genre itself together with its supporting medium, the television. The analysis of verbal interactions indicates that this genre reflects socio-historical aspects, values and stereotypes of a particular period of time through ideological voices, which are intertwined in discourse. This research confirms that language is a social, historical and ideological phenomenon and that context is very important for the understanding of what is said or of what one wants to say in a television advertisement, which is itself a social utterance (Bakhtin, 1981, 124).
49
Neves, Fabiana Nogueira. "Representações identitárias de consumidores em publicidade de cerveja na TV (um estudo de caso das marcas Antarctica, Brahma e Skol)." Universidade Federal de Juiz de Fora (UFJF), 2011. https://repositorio.ufjf.br/jspui/handle/ufjf/2676.
Full textAbstract:
Submitted by Renata Lopes (renatasil82@gmail.com) on 2016-09-14T17:47:25Z
No. of bitstreams: 1
fabiananogueiraneves.pdf: 11272328 bytes, checksum: 957dffd65394d5b28aec1975823ba0c1 (MD5)Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-10-04T13:47:42Z (GMT) No. of bitstreams: 1 fabiananogueiraneves.pdf: 11272328 bytes, checksum: 957dffd65394d5b28aec1975823ba0c1 (MD5)
Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-10-04T13:47:53Z (GMT) No. of bitstreams: 1 fabiananogueiraneves.pdf: 11272328 bytes, checksum: 957dffd65394d5b28aec1975823ba0c1 (MD5)
Made available in DSpace on 2016-10-04T13:47:53Z (GMT). No. of bitstreams: 1 fabiananogueiraneves.pdf: 11272328 bytes, checksum: 957dffd65394d5b28aec1975823ba0c1 (MD5) Previous issue date: 2011-07-27
Esta Dissertação parte de três pressupostos: da centralidade alcançada pela mídia, especialmente pela televisão, como fornecedora de modelos identitários aos sujeitos contemporâneos; das significações sociais do consumo; e da publicidade enquanto mediadora deste com a esfera da produção. Em foco está o mercado de cerveja. O objetivo geral é analisar as representações identitárias construídas na e pela comunicação publicitária das marcas de cerveja líderes em participação no mercado nacional, Skol, Brahma e Antarctica, todas de propriedade da AmBev. Juntas, estas marcas concentram mais de 70% das vendas no mercado interno. Estas representações foram estudadas a partir da identificação das estratégias criativas e discursivas presentes na comunicação publicitária de cada marca; partese do posicionamento — imagem que se deseja projetar para o consumidor — expresso em cada campanha. Posteriormente busca-se depreender, da série de atributos tangíveis e, principalmente, intangíveis, vinculados à marca, as possíveis conformações identitárias edificadas para o seu consumidor pelo discurso publicitário. As campanhas escolhidas foram “Boa, só se for Antarctica”, “Brahmeiros” e “Tá na roda? Tá redondo!”, cujos comerciais foram veiculados, em TV aberta, entre os anos de 2006 e 2009. No total, vinte e oito peças são analisadas utilizando princípios semióticos e de contextualização histórica. Reunindo um breve estudo de signos e aquele relativo ao campo social em que a marca está inserida, as análises se empenham em oferecer explicações que tornem mais clara a maneira (ou maneiras) pelas quais a publicidade constrói protótipos identitários para os sujeitos ditos hipermodernos. Os resultados permitem verificar que as marcas buscam investir-se de uma identidade agregadora dos valores mais caros ao seu consumidor para, posteriormente, pelo discurso da comunicação publicitária, devolvê-las transformadas, melhoradas, pelo vínculo ao consumo do produto. Inserido nas práticas sociais predominantemente associadas ao prazer e ao lazer, o produto/marca age enquanto sinalizador identitário social do consumidor que declara, silenciosamente, quem é, graças ao que consome.
This dissertation was taken from three assumptions: the centrality that media, especially television, acquired as a provider of identity models to contemporary subjects; the social consumption significance and publicity as its mediator, on production halo. In focus is beer market. The main aim of this research is analyze the identity representation build up on and from market publicity productions of top beer brands in Brazilian market: Skol, Brahma, and Antatctica, all from AmBev. Together these brands concentre more than 70% on Brazilian market. These representations were studied through the identification of creative and discursive strategies present on market publicity productions of each brand; we started from the positioning - the image that the market publicity production try to project on consumer – expressed on each campaign. Thereafter we tried to inferred, from the series of tangible attributes and, mainly, from intangible attributes linked to the brands, the possible identity conformations build up for its consumer from advertising discourse. The market publicity productions chosen were: "Boa, só se for Antarctica”, “Brahmeiros” e “Tá na roda? Tá redondo!”, which advertisements were exhibited on free TV between 2006 and 2009. A sum of twenty eight films are being studied using semiotic principles and historic contextualization as methods of analysis. Combining a brief study of signs with a second one, related to the social context in which the brand is inserted, the analysis try to offer explanations that make clear the manner (or manners) through publicity proposes identity prototypes for the hypermodern subject. The analysis allowed us verify that the brands try to cover themselves in a identity builded up on the most expensive values for its consumer, to afterwards, through the magic discourse of publicity communication, taken them back transformed, improved, by the product consumption bond. The product/brand, inserted on social practices predominantly associated to pleasure and leisure, act as identity social flag of the consumer, that exposing its choice for its peers, silently declares who he is, based on what he buys. This is the way that publicity communication, on promoting and give visibility to brand identity, assist the recognition and the immediate bond between brand and consumer identity that elect that publicity communication.
50
Haddad, Sabri Jean, and Carl Idensjö. "Webb-TV reklam : Påverkan och synpunkter. Målgrupp unga vuxna i Stockholm." Thesis, Södertörns högskola, Institutionen för kommunikation, medier och it, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-5802.
Full textAbstract:
In this study the authors have explored the new phenomenon Web-TV and what attitude young adults in Stockholm have towards this media and the applied advertisement. Further the study includes search outs of other studies for the authors to draw parallels to compare their result to be able make conclusions. Finally, Web-TV is discussed how the commercial on Web-TV could be developed to be as responsive as possible regarding the consumers.