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Dissertations / Theses on the topic 'Television advertising'
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Aitken, Robert Walter, and raitken@business otago ac nz. "Re-conceptualising television advertising typologies." University of Otago. School of Business, 2004. http://adt.otago.ac.nz/public/adt-NZDU20051020.181805.
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This thesis presents a new typology of television advertising that re-orientates existing research into advertising effectiveness and more accurately reflects new directions in communication theory. The typology provides a consumer-centric approach to analysing television advertisements and a different conceptualisation of the advertising response process.
Conventional research into advertising effectiveness has examined almost every aspect of the advertising mix to identify what makes an advertisement effective. The research is based on a number of assumptions. For example, mass communication is seen as a linear process with the advertiser at one end of a communication continuum and the consumer at the other. The function of advertising, in this reception paradigm, is to inform and then to influence the consumer and measures of its success include accuracy of recall and recognition. This process of persuasion comprises a number of hierarchical steps that should lead to purchase or to a positive propensity to purchase. The power of persuasion is related to the level of involvement between the advertised product and the potential customer and with the appropriateness of the advertised message and its execution. For example, elements such as music, humour and the use of celebrities have been studied to assess their persuasive powers and to understand their communication effects.
This thesis takes a different approach to understanding how advertising works and makes a number of different assumptions. According to this thesis, before it is possible to study the effects of advertising, it is necessary to find out how people respond to it. This introduces the three key concepts that underpin this thesis. These are reader-response theory, personal construct theory and uses and gratifications theory.
Reader-response theory suggests that the meaning and significance of any form of communication is co-created at the point of engagement. The meaning of a television advertisement, for example, is located, not in the advertisement itself, as in conventional research, but in the interaction between the advertisement and the viewer. The meanings that result in this process of negotiation are as much a reflection of personal, social and cultural experience as they are a response to particular executional and message strategies. To understand how consumers make sense of these communication texts it is necessary to study them at the point of reception.
The second key concept, personal construct theory, proposes that the way individuals make sense of their experiences and understand the world is determined by the personal constructs that they hold. Identifying these constructs will enable researchers to understand the meanings that consumers attach to communication messages and to focus more fundamentally on the psychological basis of the response process than on its individual components. Studying advertising effectiveness in the context of personal construct theory places the consumer at the centre of the response process and focuses attention on how meaning is negotiated. This has a number of important implications for practioners both in relation to the construction of television advertisements and in understanding consumers� responses to them. For example, practioners need to recognise the importance of producing television advertisements that address their audience as readers of media texts rather than merely as consumers of media products.
This re-conceptualising of the audience is clearly articulated in uses and gratifications theory, the third key concept in this study. Uses and gratifications theory, suggests that it is as important to understand what consumers do with advertising as it is to study what advertising does to consumers. This is in contrast to the emphasis on persuasion strategies in conventional advertising research.
Reader-response theory, personal construct theory and uses and gratifications theory suggest a more dynamic relationship between an advertisement and a consumer than is recognised by conventional research. These theories are encapsulated in a new typology of television advertising presented in this thesis.
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Field, Martin Stanley. "Television advertising and television audiences in contemporary South Africa." Master's thesis, University of Cape Town, 1988. http://hdl.handle.net/11427/21144.
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Bibliography: pages 116-117.The three television channels provided by the South African Broadcasting Corporation target different demographic sectors of the South African population. A survey was conducted quantifying advertisements shown on SABC 1, which caters for a mainly black audience, and on SABC3, which caters for a mainly white audience. The semiotic codes employed to engage the viewers were recorded, tabulated and measured. The differences between the codes used on each channel were compared and tested for statistical significance. Significant differences were observed in the type of speech used by the advertisements, the race of the characters, the types of products advertised, the lifestyles portrayed and the type of rhetoric used. Specific examples were subjected to textual analysis to gauge where the approaches to the audiences differed or converged. A number of strategies were observed, reflecting the advertisers' perceptions of the audiences' relationships with the economic and political establishments. Corporate advertisements often represent the diversity of South African society, establishing a corporate identity as a unifying feature. Advertisements for financial services either exploit white anxieties, or black optimism, encouraging investment or credit purchases respectively. A stereotype representing South African isolation and backwardness is often presented as a negative identity, implying a progressive alternative to which the product is integral. Allegories of societal transformation also feature, with varying moods of anxiety or excitement depending on the audience.
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Punnett, Trent Harold. "Measuring emotional response to television advertising." Thesis, University of British Columbia, 1988. http://hdl.handle.net/2429/27702.
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The objective of this thesis is to initiate development of a valid and reliable measurement process to assess a viewer's emotional response to television advertising. The development of this measure is based on current psychological theories about the emotional process, and takes advantage of current methods available to measure emotional response. The goals for the measurement process are to provide information on emotional response to television advertising from two diverse sources, automatic real-time response, and cognitive after-the-fact responses.
The selection of instruments to meet these goals first involved a review of the psychological literature on emotional theory to provide direction on defining what is an emotional response, and how the emotional subcomponents relate. This provides direction for evaluating the instruments available for measuring emotional response, and selecting two that will satisfy the above goal. The use of these measurement instruments in a pretest is then outlined, and the thesis concludes with directions for future research.
The construct of emotion is complex and multidimensional, including interactions among neural hormonal systems, conscious and unconscious cognition, physiological adjustments, affective response, and expressive behavior. These dimensions suggest four categories that emotional response measurement instruments can be grouped into; cognitive, affective, psychological and behavioral.
Measurement instruments in each of the four above categories have problems in their applicability as stand alone measures of emotional response to television advertisements. Of all the measurement instruments reviewed, the Beaumont Emotion Battery and the Facial Action Coding System appear to be compatible with the construct of emotion and each other. These measures can provide similar data, and capture virtually the same categories of emotional response.
The usefulness of combining these two measures should be explored through a pretest. In designing the pretest, the success in capturing specific emotional responses attributable to the advertisement will depend on the setting used, the selection of advertisements and the program these advertisements are embedded in. The setting should copy a normal viewing environment to encourage normal behavior in subjects. The advertisements used should maximize the variability in emotional response, while being new to the subjects to avoid frequency biases. The program should be carefully selected to avoid content effects. When subjects proceed through the pretest procedure of watching a television program while having their facial expressions videotaped, and then responding to the Beaumont Emotion Battery after the program ends, careful attention to the environment, advertisements, and program will reduce the potential for error and bias in the pretest. To structure and delineate areas for new research, emotional response to television advertising can be approached from the viewpoint of what could impact or influence the response. This leads to the definition of the following areas of influence: the advertisement; the group of advertisements the advertisement is placed in; the program; the viewing environment; and the viewer.Business, Sauder School of
Graduate
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Jones, Anne L. "Food advertising during children's television programming." [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0014338.
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Solodovnikova, Yevgeniya. "Effects of sudden audio disappearance and audio complexity on attention and message recognition." Online access for everyone, 2008. http://www.dissertations.wsu.edu/Thesis/Summer2008/Y_Solodovnikova_071808.pdf.
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Hardin, Karol Joy Franklin. "Pragmatics in persuasive discourse of Spanish television advertising /." Digital version accessible at:, 1999. http://wwwlib.umi.com/cr/utexas/main.
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Li, Beibin. "A comparison of the information content of TV advertising in the United States and the People's Republic of Chinna." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 1996. http://www.kutztown.edu/library/services/remote_access.asp.
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Schollenberger, Cara L. "Clay animated vs. real time commercials is there a difference in viewer recall? /." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 1989. http://www.kutztown.edu/library/services/remote_access.asp.
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Thesis (M.S.)--Kutztown University, 1989.Source: Masters Abstracts International, Volume: 45-06, page: 2720. Abstract precedes title page. Typescript. Includes bibliographical references (leaf 35).
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Giaccardi, Chiara. "Advertising on television : a comparative sociosemiological analysis." Thesis, University of Kent, 1991. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.303325.
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Nobre, Ana Lúcia Maurício. "O mundo da criança: análise da publicidade televisiva a brinquedos." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2011. http://hdl.handle.net/10400.5/3406.
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Dissertação de Mestrado em Comunicação SocialO objectivo deste estudo é identificar as principais caraterísticas dos anúncios televisivos a brinquedos. Procurámos perceber como é que se processa o desenvolvimento da criança, qual a importância do brinquedo nesse processo, para entender como é que a publicidade, especialmente a emitida pela televisão, a pode influenciar e quais as reacções da criança à publicidade. Foram utilizadas dois tipos de análise: a Análise de Conteúdo, para compreender e identificar as características dos anúncios referidos e quais os brinquedos mais relevantes, através da análise a 61 anúncios a brinquedos emitidos em Novembro de 2009, pela SIC; na Análise Secundária de Fontes Oficiais foram utilizados os dados da Marktest para percebermos, ao nível de investimento, a importância do sector dos brinquedos. Concluímos que neste tipo de anúncios o discurso é emotivo, havendo sempre música e narrador. As crianças são uma presença frequente, assim como os desenhos animados e o manuseamento do produto. O tema e o brinquedo mais relevante varia consoante o género do destinatário. Relativamente ao mercado publicitário, este sector não tem muita expressão. Numa sociedade onde a publicidade é uma presença constante os pais e escolas desempenham um papel fundamental na preparação das crianças para esta realidade.
The aim of this study is to identify the main features of television toy’s advertisements. We tried to understand the process of child development, the role of toys in it, in order to understand how can advertising, specially the one viewed on television, influence children and how they react to it. Were used two types of analysis: content analysis, to understand and identify the features of these advertisements and also which are the most relevant toys, through the analysis of 61 toy’s advertisements, broadcasted in November 2009, by SIC; in the secondary analysis of official statistics, were used the data of Marktest in order to realise, through the investment, the importance of toys in the advertising market. We conclude that these type of advertisements have an emotional speech, also the presence of music and a narrator are always there. Children, cartoons and handling the product are other features that appear in them very often. The theme and the most relevant toys depends on the gender of the children. Regarding the advertising market this sector as little expression. In a society were advertising is everywhere parents and schools play a key role in preparing children for this reality.
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Gantzias, George. "Regulation of television advertising in the United Kingdom." Thesis, City University London, 1995. http://openaccess.city.ac.uk/7702/.
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The purpose of the thesis is to examine the current state of regulation of television advertising in the UK, chiefly in the light of its historical background. A number of general theories of regulation are also used to analyse both developments in regulation policy and some of the events and processeisn the practical activity of regulation. The thesis seeks to demonstrate that the present structures have not simply arisen haphazardly, nor do they represent anything especially new, but are the result of a long process of evolution during which continuity rather than change has been the dominant theme. Broadcasting in the UK has enjoyed a much longer period of stable independent development than most countries of continental Europe, which has enabled it to establish strong and effective regulatory traditions. The advantage of a historical perspective is that it shows how these traditions were built up, who was responsible for the primary regulatory structures and what motivated them, and what were the causes of change in the system. It has an important explanatory value for an understanding of the present. My argument is that television advertising regulation cannot be divorced from broadcasting regulation as a whole, and although advertising has only been part of the broadcasting system since the inauguration of commercial television in 1955, the form and methods of its regulation cannot be divorced from their roots in television and radio's noncommercial past. The fact that broadcasting started as a private enterprise subject, in the words of one government minister, to "drastic" regulation, was soon reconstituted as a non-commercial public corporation acting as trustee for the national interest, and that business and advertising interests were only permitted a role in the broadcasting system after thirty years of operation, under similarly drastic regulation, has an important bearing on how advertising regulation is done today. Political, social and cultural influences on broadcasting and broadcast advertising regulation policy and its implementation are traced by looking at the Committee system of policymaking, and by examining numerous published and unpublished (confidential) reports and documents dealing with a variety of aspects of broadcasting and television advertising regulation. The extent to which public interest theory and other theories of regulation are relevant to broadcasting is also assessed. I have therefore sought to explain the present in terms of the past and with reference to several wider theoretical frameworks.
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Lester, Andrew James. "Advertising agency diversity and multiculturalism in television commercials." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/30617.
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Millions of people in South Africa watch television commercials on a daily basis. Advertising either shapes or reflects society. Either way, the relationship between diversity in advertising agencies and the diversity reflected in the work they produce is important in South Africa. This research is exploratory and qualitative. Four case studies were conducted which entailed four campaigns (two from each agency) and two clients (one per agency). There were ten commercial outputs from the four campaigns. Content analysis was conducted on the commercials with particular reference to the portrayal of age, gender and race. Creative team members from each of the four creative teams were interviewed, as well as other staff from agency and the clients. In total 27 in-depth interviews were conducted. Cross case analysis sought to identify relationships between creative team level diversity and multiculturalism in creative outputs, as well as emerging themes or explanatory factors. This revealed that creative teams’ race and gender diversity appeared to have an influence on the portrayal of race and gender in television commercials. Age in advertising agencies and agency creative outputs was consistently youthful across all four campaigns. Market segmentation and targeting using age, gender and race emerged as a contributory factor. Diversity in creative teams appeared to have an influence on the depiction of diversity in commercials, and larger more diverse teams emerged as a possible mechanism for targeting multicultural audiences.Dissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
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Mumtaz, Danish Kasim. "Just $10 A Month: A Television Advertising Campaign." Thesis, University of North Texas, 2003. https://digital.library.unt.edu/ark:/67531/metadc4193/.
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This written thesis accompanies three television public service announcement spots. Two of the spots are 60 seconds and one of the spots is 45 seconds in length. I produced this public service television advertising campaign to highlight the issue of child illiteracy in Pakistan and to encourage expatriate and resident Pakistani's to donate to educational charities. A Website created by the filmmaker is promoted in the campaign. This Website provides information about various charities that educate children in Pakistan. Detailed accounts of pre-production, production and post-production of the campaign allow the viewer to comprehend the challenges in producing television campaigns for social causes. Theoretical issues are also discussed, including the causes of illiteracy, the importance and role of social campaigns, the history and uses of propaganda as well as the aesthetic concerns of a public service campaign producer. I discuss the importance of creating the culture of public service campaigns in a third world country like Pakistan, and states that the Pakistani community needs to look inwards to overcome the challenge of illiteracy.
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Yen, Ju-Yu. "The power of advertising awards a comparison of effectiveness between award-winning & none-award TV commercials /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/5983.
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Thesis (M.A.)--University of Missouri-Columbia, 2006.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 August 29, 2007) Includes bibliographical references.
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Henry, Catherine Lorraine. "Sex-stereotyped role-models in television advertisements : a content analysis." Scholarly Commons, 1989. https://scholarlycommons.pacific.edu/uop_etds/2180.
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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.
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Uyan, Gülçin. "The Effects of Television Advertising on Children as Consumer." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2584.
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Several researches show that the advertisements play an important role on customers choosing goods or services and especially are more effective on children as consumer. Advertising is to offer them about new products. This study‟s‟ approach is examine if the TV advertisements affects consumers. This study will be a qualitative approach will be done with 20 respondents, and the respondents are in the ages 12-21 and 45-55.
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Kim, Yongwoo. "Reflections of Cultural Value: Korean Automobile Corporations' Television Advertising." Thesis, University of Hawaii at Manoa, 2002. http://hdl.handle.net/10125/7076.
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In 1964, Marshall McLuhan named the world "a global village". With developments of technology in communication and transportation, the notion of "globalization" is found everywhere in political, socio-economic, and cultural discourse. In marketing theory, the notion of "globalization" was introduced by Theodore Levitt in 1983, when he argued that "companies must learn to operate as if the world were one large market ignoring superficial regional and national differences and selling the same products in the same way throughout the world" (pp. 92-93). In marketing, the significance of geographical border is tapering off as corporations have expanded their businesses globally. As the consumers' needs and tastes around the world become similar with globalization, marketing and advertising directors of transnational corporations (TNC) seek to standardize advertising in the international market (Elinder, 1965; Johnsson & Thorelli, 1985). This international marketing approach seems to make sense because consumers around the world may have similar desires for qualities and values. However, it may be unrealistic to integrate the international market without considering the differences in culture, infrastructure, and development of economy and technology (Mooij, 1994). The differences in infrastructure such as transport system, distribution, available media, and legal conditions, as well as the differences in economy and technology are important to international marketing. However, the cultural difference is considered as the core of international advertising strategies because advertising is a reflection of culture. This study examined the reflection of cultural values in advertising through the analysis of experts' opinion and a content analysis of TV commercials in international markets.vii, 64 leaves
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Buijzen, Moniek. "Television advertising aimed at children intended and unintended effects /." Amsterdam : Amsterdam : The Amsterdam School of Communications Research, ASCoR ; Universiteit van Amsterdam [Host], 2003. http://dare.uva.nl/document/70821.
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Stewart, Julie. "Colorblind Commercials: Depictions of Interracial Relationships in Television Advertising." University of Cincinnati / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1377872634.
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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.
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Baird-Harris, Kay O'Connor Brian C. "Fair Balance? an analysis of the functional equivalence of risk and benefit information in prescription drug direct-to-consumer television advertising /." [Denton, Tex.] : University of North Texas, 2009. http://digital.library.unt.edu/ark:/67531/metadc12077.
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Chan, Yin-ling Grace. "Changing stereotypes : linguistic and semiotic aspects of modern women's image in Hong Kong TV advertising /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B17545493.
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Lin, Daniel. "Asset specificity and network control of television programs." Fairfax, VA : George Mason University, 2007. http://hdl.handle.net/1920/2955.
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Thesis (Ph. D.)--George Mason University, 2007.Title from PDF t.p. (viewed Jan. 21, 2008). Thesis director: Donald J. Boudreaux. Submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Economics. Vita: p. 134. Includes bibliographical references (p. 127-133). Also available in print.
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Brown, Lucy Maud. "A typology of aesthetic appeals for television advertisements /." Digital version accessible at:, 2000. http://wwwlib.umi.com/cr/utexas/main.
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Brazeal, LeAnn M. "A functional analysis of television advertising in congressional campaigns, 1980-2000 /." free to MU campus, to others for purchase, 2002. http://wwwlib.umi.com/cr/mo/fullcit?p3074379.
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Bender, Lorraine D. "A content analysis of food and nutrition television advertisements." FIU Digital Commons, 1988. http://digitalcommons.fiu.edu/etd/1499.
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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.
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AlFardi, Abdullah A. A. "The Development of Commercial Advertising in Saudi Television from 1986-1988." Thesis, University of North Texas, 1989. https://digital.library.unt.edu/ark:/67531/metadc501034/.
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The story of Saudi television began in 1962 when King Faisal, who was then the crown prince, pointed out that the government intended to utilize the medium of television as a tool for information, guidance, culture, and recreation (Saudi Arabia, Ministry of Information, 1985). From July 17, 1965, when the first transmission signal went out simultaneously from stations in Riyadh and Jeddah until the transfer to the new Riyadh Television Complex in 1982. Saudi television has gone through many phases of development. The most recent development was the introduction of commercial advertising in 1986. Saudi television commercials have taken the form of 10 to 20 minute blocks which are taped and then aired many times during the broadcasting hours. Because Saudi television is a governmental operation, all of the funds required to maintain its expenditures are provided by the Saudi government, and commercial advertising is a new development. Thus, there was a need for a study which told the story of commercial advertising's development in Saudi television.
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Al-Kheraiji, Fahad Abdulaziz. "The culture of television advertising : an historical and empirical analysis of the content of television commercials and of the Saudi viewers' responses to advertising." Thesis, University of Leicester, 1992. http://hdl.handle.net/2381/34829.
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This exploratory study is to fill in some of the gaps in the current state of knowledge about the cultural exports of Multinational Corporations and Multinational Advertising Agencies. Another primary purpose of this research has been to investigate the nature of the relationship between advertising culture and Saudi television audiences and how this is reflected in both the content of television commercial and audience responses'. This study provides, firstly, a link between the past and present history of advertising in Saudi Arabia; secondly, it follows the detailed development of television advertising in Saudi Arabia from its inception in 1986 until 30th December 1989; thirdly, it indicates that the content of television commercials does not focus mainly on the selling intent (physical benefits and economic values) of products and services, but rather on the creation and enforcing of a global culture - a multinational culture - which plays on emotions, and social and personal values to achieve its ultimate goals; fourthly, it explores, empirically, the theoretical arguments about the effects of advertising on cultural values and national identity and the claim that it helps to implant Western ideology in less developed societies. This study raises concerns about the loss of cultural and national identity within Third World communities. The fear is that the threat arises not only from Western ideology but also from that of neighbouring countries, with their inexpensive production and opportunities for MNC manipulation at the expense of local culture, as in the case of Egypt and Lebanon's effect on Saudi Arabia culture. This concern is explained through the interaction between television commercials (senders) and Saudi society (receivers). Finally, the study encourages the use of more than one technique to tackle the complexity of studying advertising and culture. Two instruments, content analysis and survey, were used to bridge the gap between the sender and the receiver, or in other words, the gap between television presentation and viewers perceptions. The researcher hopes that this study is the seed for future work which can provide a more complete picture of advertising culture in the Third World.
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Heim, Michele A. "Differences between portrayals of women in commercials targeted to women and portrayals of women in commercials targeted to men a content analysis /." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 1995. http://www.kutztown.edu/library/services/remote_access.asp.
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Thesis (M.)--Kutztown University of Pennsylvania, 1995.Source: Masters Abstracts International, Volume: 45-06, page: 2710. Abstract precedes thesis as [2] preliminary leaves. Typescript. Includes bibliographical references (leaves 94-97).
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Peterson, C. Mark. "The Motivation-Emotion-Matching (MEM) model of television advertising effects." Diss., Georgia Institute of Technology, 1994. http://hdl.handle.net/1853/30653.
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Whalen, R. "Television food advertising to children : exposure, power and potential consequences." Thesis, University of Liverpool, 2016. http://livrepository.liverpool.ac.uk/3008157/.
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Blosser, Lois Lehman. "Problem resolution appeals used in television advertising: a content analysis." Thesis, Virginia Polytechnic Institute and State University, 1985. http://hdl.handle.net/10919/90915.
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The purpose of this study was to analyze the problem resolution appeals used in television advertisements. Data were collected by videotaping advertisements shown on local affiliates of the three national networks during September 1984, in Blacksburg, Virginia. An instrument developed for the study was used to code problem resolution appeals in a sample of 1380 national commercials.
A majority of the sample was found to have at least one problem. The problem type most frequently found was physical, followed by social, product, ego, and safety. The intensity (magnitude, urgency, and excitement value) of the problems presented was found to be high in a majority of the commercials. The time required for resolution to occur was judged to be immediate (within seconds or minutes) in over three-fourths of the advertisements. Resolutions were presented as definite and certain to occur in over three-fourths of the commercials and were shown to be easy to accomplish.
The findings of this study are useful as a description of the problems and resolutions presented in television advertising. They help to define one technique used by advertisers to sell products and may be instrumental in future studies that will investigate the impact of problem solving portrayals on consumers.M.S.
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Boyland, Emma. "Television food advertising to children : nature, extent and potential consequences." Thesis, University of Liverpool, 2011. http://livrepository.liverpool.ac.uk/1474/.
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Background: Experimental studies have shown that exposure to food advertising on television can affect children’s food preferences, choices and consumption in the short-term. However, little is known about the role of habitual television viewing (and therefore food advert exposure) and its potential relationship with brand awareness, brand requests, food preferences and weight status in children. The published research examining the UK television food advertising landscape also has a number of limitations that restrict its usefulness in assessing the potential influence of such food promotion on children’s diets. The current thesis used innovative methodologies to examine hypotheses arising from these issues in 6-13 year old children and on the UK television channels most popular with this age group. Key Findings: Effects of acute, experimental food advertising exposure (Chapter 3): Relative to toy advertisement exposure, food advertising exposure increased all children’s selection of branded and non-branded fat and carbohydrate items from food preference measures. No weight status differences in food preferences or response to advertising were found. Preferences for branded food items were particularly enhanced in high TV viewing children following food adverts suggesting that these children may have an increased susceptibility to these messages. However, all children were better able to recognise food adverts than toy adverts. Effects of habitual food advertising exposure (Chapters 3-5): Food preference differences between high and low TV viewers were evident in the absence of experimental television food advertising exposure in Chapters 4 and 5. All children were better able to correctly identify product names from brand character stimuli than vice versa. Higher habitual advertising exposure did not confer a greater ability to recognise food advertisements (Chapter 3) nor identify brand characters or products. Children with greater brand awareness did not display greater self-reported preferences for branded food items. The extent of food advertising on UK television (Chapter 6): Food advertising on television varied across channels, channel types, broadcast platforms, viewing times and recording periods (months of the year). The foods advertised on the channels most popular with young people were predominantly unhealthy items, even during periods when large numbers of children are watching, with promotions for healthy foods comprising less than a fifth of all food advertisements. The nature of food advertising on UK television (Chapter 6): Promotional characters (such as brand equity characters, licensed characters and celebrities) were often used to promote unhealthy foods to young people, although their use to promote healthier food items was greatest on dedicated children’s channels. Food adverts aimed at children principally rely on ‘fun’ as a key attribute of both the advertising experience and the use/consumption of the product. Food brand websites were most likely to be promoted during food adverts aimed at teenagers or adults. Implications: This thesis increases understanding of the effects of habitual food advertising exposure on food preferences and food preference responses to acute, experimental food advertising, in addition to providing a comprehensive assessment of the television food advertising landscape in the UK following regulatory reform.
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Dix, Stephen Richard. "Predictors of channel switching during live prime time television advertising." Thesis, Curtin University, 2006. http://hdl.handle.net/20.500.11937/1737.
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The focus of this study is on viewers’ channel switching behaviour during prime-time television advertising breaks. While the extent of channel switching has been studied repeatedly, the factors underlying channelswitching have not been extensively researched within a single study. To date, methodological limitations associated with self-reports, in-home cameras and electronic tracking data have restricted the scope for identifying the predictors of channel switching.The study makes use of a dual observation/survey methodological approach that has been largely overlooked in this area of research. This approach makes it possible to determine the influence of previously untested potential predictors of channel switching. The aim of this study is to determine the influence of six identified predictors on television viewers’ channel switching. The predictor variables tested include Perceived Clutter, Channel Proliferation, Attitude towards Television Advertising, Planned versus Impulse Viewing, Advertising Triggers and Remote Control Device (RCD) Empowerment. The last two predictors (Advertising Triggers and RCD Empowerment) result from factors drawn from a scale (SITUZAP) developed to measure the situational factors associated with channel switching. Moreover, the study determines the impact of these six predictor variables on observed channel switching (observed PROPZAP) across 1,283 observations as well as on reported channel switching (reported PROPZAP) across 848 respondents.The empowerment provided by the RCD emerges as the dominant predictor of channel switching behaviour. Access to the RCD as a means of controlling the viewing environment is the foremost influencer of both observed and reported propensity to switch channels. However, while reported switching propensity is influenced by ‘advertising triggers’ (for example, a repetitive or irritating commercial) and ‘perceived clutter’ (too much advertising on television), observed switching propensity is unaffected by these factors.
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Hurt, Jillian. "A content analysis of food advertisements during children's TV programming /." View online, 2009. http://repository.eiu.edu/theses/docs/32211131566317.pdf.
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Chang, Yuhmiin. "The effects and the information-processing model of the TV-web synergy /." free to MU campus, to others for purchase, 2001. http://wwwlib.umi.com/cr/mo/fullcit?p3012958.
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Jardine, Andrew, and n/a. "Discursive analysis of a television advertising campaign : obliged to be healthy." University of Otago. Department of Marketing, 2006. http://adt.otago.ac.nz./public/adt-NZDU20061101.114209.
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This thesis describes and demonstrates the use of discourse analysis as a means of facilitating critical awareness and stimulating research practice within a consumer research context. In a generic sense, discourse analysis applies to a range of semiotic methods for studying text (including talk, writing and visual images), where the objective is to gain insight into both the meanings of a text and what it signifies. Emphasis is placed on the constructive use of language, where texts of various kinds are said to construct our social world. Two approaches to discourse analysis are detailed.
Firstly, Foucauldian discourse analysis is shown to operate more generally and globally as a social and cultural resource that underpins many human endeavours and activities. Under this approach, discourses are seen as resources that interact with one another. Foucauldian discourse analysis is therefore quite a different enterprise from the finer-grained investigation of talk and texts that is undertaken in discourse analysis and discursive psychology. Instead, discourses are treated as being dynamic in nature, having the ability to mutate over time, and gain dominance in certain settings and cultural locations. Discourse analysis under this approach facilitates critical awareness because it seeks to uncover the ways in which such discourses produce, maintain and constrain people within particular positions and relationships.
Secondly, a discursive psychological approach to discourse analysis focuses on the strategic use of discourse within a particular piece of text, where interaction and the acknowledgement of such interaction by the researcher underscores the importance of language and the ways that people purposefully and strategically use language to achieve particular outcomes or goals. A discursive psychological approach focuses upon discursive practices and constructions, rather than cognitive-perceptual processes. A discourse analytic approach is therefore able to potentially redefine and stimulate current research practice. Psychological phenomena that might have traditionally been framed and studied as 'cognitive' and 'internal' processes can be recast as particular situated discursive accomplishments that people are able to draw upon. Because analysis is not subject to what may be termed 'cognitive reductionism' (where attempts to explain social events and processes are made entirely by reference to events and structures in the mental processes of individuals), a discursive analytic approach suggests new insights into current research practice.
The specific context for analysis within this thesis is provided by an advertising campaign for Xenical, a pharmaceutical product promoted as a treatment for obesity. Xenical was one of the first prescription medications to be marketed directly to consumers in New Zealand via the use of direct-to-consumer advertising (DTCA), a relatively recent form of marketing communication. The Xenical advertising campaign created both controversy and high awareness for the product. Contributing to this controversy was the overt use of DTCA itself, which critics suggest influences patient demand, encourages the use of expensive and sometimes unnecessary medications and in effect, 'creates' disease. As argued here, positioning obesity as a disease in effect justifies (warrants) the pharmaceutical industry�s efforts to offer medical solutions.
In addition to the use of DTCA, the nature of the Xenical advertisements was also controversial. Critics suggested that the Xenical advertisements were based upon negative emotions, associating the state of being overweight with feelings of sadness, shame and embarrassment. These 'emotions' become a key subject in the current study. But in this thesis, rather than viewing such emotions as internal and mental phenomena, the use of discourse analysis focuses on the socio-cultural nature of emotions. Discourse analysis is concerned with uncovering the ways in which bodily sensations are rendered into language and what the subsequent implications for the speaker might be as a result.
Using the advertising campaign for Xenical as context then, discourse analysis is used as a research approach to examine the television advertisements from multiple perspectives. Analysis includes the study of the casting tapes that were used by the advertising agency as source material to inform the creative strategy for the advertisements. In addition, one of the Xenical advertisements is deconstructed in greater detail, outlining the effects of visual and aural discourses that weave together to convey meaning within the advertisement. Analysis is informed by interviews conducted with the creative director of the advertisements as well as the marketing manger for Xenical. Discourse analysis allows us to examine the ways in which the producers of an advertisement purposefully (although perhaps unknowingly) create particular effects for strategic reasons, and how advertisements may be subsequently read as a consequence. The final analysis is based on a reader-response to the advertising campaign. Analysis focuses on the �emotional� talk contained within a particular interview, and how talk functions as performance. Rather than treating emotional talk as a description or reflection of inner psychological worlds, discourse analysis examines participant talk in terms of its content and meanings and how participants use such talk to construct their worlds. Although often overlooked within traditional forms of consumer research, the importance of representing social interaction through detailed interview transcripts is demonstrated, underscoring the analysis provided. Results suggest that the language of description and the methods of data capture that are typically utilised within consumer research are not able to provide an accurate account of the external world. This is because the only way we can know our world is always going to be mediated by and through language, and as a consequence, the meanings and interpretations available to us are never going to be transparent or neutral representations.
The findings suggested in this thesis are intended as a starting point for subsequent research into the study of language in use and human meaning making within advertising and consumer research environments. Because consumer research has borrowed heavily from the social sciences and particularly from psychology, then it is important that researchers within the discipline re-examine many of the psychological topics that we commonly take for granted by considering the way such talk and text is used in action. Discourse analysis provides a research approach that enables such a re-examination.
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Love-Tulloch, Joanna K. "Marketing American identity : the role of American classical music in television advertising /." abstract and full text PDF (free order & download UNR users only), 2006. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1440922.
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Thesis (M.A.)--University of Nevada, Reno, 2006."December, 2006." Includes bibliographical references (leaves [92]-[94]). Online version available on the World Wide Web. Library also has microfilm. Ann Arbor, Mich. : ProQuest Information and Learning Company, [2006]. 1 microfilm reel ; 35 mm.
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Love, Anita Brody. "Product Placement in Television: An Examination of the Impact on Brand Personality." Thesis, Griffith University, 2011. http://hdl.handle.net/10072/367013.
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21st century consumers are faced with the ubiquitous presence of marketing communications for innumerable products and brands across an expanding network of media platforms. This, coupled with the increasing homogeneity of product offerings in today’s marketplace, has lead marketers to differentiate their brands through brand image and personality characteristics, with the aim of developing emotional connections between consumers and their brands, and personalising the consumption experience.
Meanwhile broadcast television advertising faces a revolution: where once an ad could be placed in a prime time program with an assured reach to a captive mass market audience, this is no longer the case. Digital broadcast and internet technologies have revolutionised the consumption of television programs, fragmenting television audiences and transferring control over the time and place of program viewing to the consumer. Television advertisers are faced with problems and opportunities posed by these technological advances, both in terms of advertising reach and exposure, as these technologies allow viewers to determine the advertising messages to which they will be exposed.
As a consequence, marketers are increasingly looking towards product placement as a means of cutting through advertising clutter and averting the problems of advertising avoidance, by embedding brand communications within program content. In particular, product placement in television establishes a brand presence alongside characters with which an involved consumer (or fan) may hold a strong emotional attachment. This form of marketing communication has the potential to allow marketers to develop brand associations facilitated by the pseudo-endorsement of the characters alongside whom their brands are placed.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
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Delgado, Cristina Michelle. "Claims of mistaken identity an examination of U.S. television food commercials and the adult obesity issue /." Orlando, Fla. : University of Central Florida, 2009. http://purl.fcla.edu/fcla/etd/CFE0002565.
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Chan, Fong Yee. "Selling through entertaining : the effect of humor in television advertising in Hong Kong." HKBU Institutional Repository, 2005. http://repository.hkbu.edu.hk/etd_ra/632.
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Da, Fonseca Abel Alexandre Ferreira Claro. "South African parents' perception of television food advertising directed at children / A.A.F.C. da Fonseca." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4447.
Full textAbstract:
Advertising to children has received regular focus since 1961, yet it remains a
controversial topic. When people speak about advertising to children, they are
frequently discussing food advertising. Recent concerns about food, nutrition and an
increase in childhood obesity have resulted in a resurgence of interest towards
advertising to children. Many factors contribute to the rise in childhood obesity; and
advertising of unhealthy food to children has been recognised as one such factor.
Advertising to children is fraught with ethical concerns. Children are considered to be
vulnerable and susceptible to the influence of television advertising, since they do not
possess the cognitive ability to comprehend or evaluate the advertisements they
enjoy watching. Although there is ample research regarding the advertising of food to
children, research on how parents perceive the impact of television food advertising
on their children?s food preferences, as well as the overall level of parental concern
with regard to this issue is limited.
This study, aimed at exploring South African parents' perceptions of television food
advertising to children, is in context of the widespread concern about TV food
advertising, the increasing incident of obesity among children and a number of
initiatives in other countries to limit children?s exposure to food advertising.
A literature review was undertaken, which gave rise to the identification of the
problem statement and objectives. Following the literature review, an empirical study
was conducted with the aid of a questionnaire, as measuring instrument, to identify
parents' perceptions of TV food advertising to children, in particular, parents with
children aged between 3 and 14 years. The empirical study was conducted at a
crèche in Vanderbijlpark, South Africa.
The empirical research conducted for this study revealed that parents perceive it to
be unacceptable for food to be advertised to children during their TV-viewing hours,
in particular unhealthy food, and that advertising does influence their children's food preferences and eating habits. Parents believe that although regulations exist, these
are ineffective in protecting children against advertisers. Furthermore, although
parents are not in favour of banning all food advertising to children, they would like to
see a reduction of food advertising to children and stronger restrictions being applied
to TV food advertising during children?s viewing hours.
As an outcome of the parents being exposed to the survey questionnaire, their
awareness to the topic will be a lot greater than before. It would be interesting to see
if those parents' perceptions have changed as a result of the heightened awareness
and therefore it is recommended that the survey be repeated on the same parents
within the next year.
Furthermore, since the results obtained from this study is a representation of the
perceptions of the parents from the geographical area of Vanderbijlpark, South
Africa; it is recommended that this survey be conducted in other geographical areas
around South Africa.Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.
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Dube, William. "The effect of new media on political advertising : television ads and internet ads in the 2008 presidential election /." Online version of thesis, 2009. http://hdl.handle.net/1850/9697.
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Casarini, Rita. "La vita in uno spot : un'indagine diacronica della pubblicità televisiva italiana, 1957-1977." Thesis, University of St Andrews, 2011. http://hdl.handle.net/10023/1920.
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The present dissertation investigates the role of television advertising in shaping the cultural values of the Italian society in the circular process of mirroring pre-existing societal values yet inducing new ones, thus contributing to its evolution. It questions its role within the society, its relationship with families, women and youngsters, the kind of language used in communicating, between 1957-1977, the age of Carosello programme. A corpus of two thousand five hundred television adverts was viewed and filed, of which a hundred were selected according to the more frequent themes, their cultural and semiotic relevance, and twenty-two analysed by a semiotic approach, together with some more considered alongside. Chapter One deals with methodology, an overview of the main concepts and tools of applied semiotics and the socio-semiotic perspective adopted. Chapter Two, then, contextualizes television advertising into its broader socio-cultural milieu and the history of television. The following three chapters analyze the selected adverts according to five main recurring themes: Chapter Three, the first steps of TV advertising, its auto-referentiality and its language; Chapter Four, the family and its inner relationships, the couple and the institution of marriage; Chapter Five women‘s emancipation, the new generation of youngsters and new myths. Commercials are analysed by shots and sequences from a narrative and visual perspective in search of their deep underlying generative values. The approach is a holistic one, adapting itself to the prevailing characteristics of every occurrence, although the peculiar nature of the ads of the period entails a prevailing narratological model. All findings are then connected together to identify the main semantic areas indicating cultural values present in the Italian society of the period. The end findings consist of a set of interesting cultural values identified. At first a self-assertiveness of advertising as a way to popularity; then its preferred mode of communication through verbal language rather than pictures; a representation of families according to either the patriarchal or the consumerist model; a fundamental disbelief in marriage and a sexist attitude to women‘s representation; finally, a mistrust in the values of the new generations. All of these eventually pointing to the main semantic area of tradition, an index to the fundamental conservative yet contradictory role of the Carosello adverting which, while contributing to preserve traditional values, it also tended to replace them with its only main consumerist value. At a higher level, on a socio-semiotic perspective it is the role of that semiosphere which, while drawing from society it also contributes in shaping it.
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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.
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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.
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Kim, Kwangok. "Developing a stereotype index of gender role stereotypes in television advertising /." Available to subscribers only, 2005. http://proquest.umi.com/pqdweb?did=1068248591&sid=25&Fmt=2&clientId=1509&RQT=309&VName=PQD.
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Badurina, Anka Veronika. "Creating Gendered Television Advertisements : Anthropological Studies in a Japanese Advertising Agency." Kyoto University, 2003. http://hdl.handle.net/2433/148955.
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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
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Longhenry, Vern. "Differences in representation of male and female roles in television advertising." Online version, 2002. http://www.uwstout.edu/lib/thesis/2002/2002longhenryv.pdf.
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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.
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Antecol, Michael. "Effects of individually-focused v. structurally-focused arguments in anti-smoking television commercials /." free to MU campus, to others for purchase, 1998. http://wwwlib.umi.com/cr/mo/fullcit?p9924861.
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