Rozprawy doktorskie na temat „ADVERTISEMENT STYLE”

This thesis is a study of Swedish job adverts published on recruitment websites. The thesis has a qualitative approach and is including three parts. The first part is an analysis of 50 job advert to create an understanding for what a job advert looks like today, 2010. This part study resulted in a prototype of a typical Swedish job advert published on recruitment web-sites 2010. The second part is a literature study in order to find out what the recommenda-tions from experts for writing job adverts are at present. This step generated a list of 21 kinds of advice that the experts recommend that one should think of when writing a job advert. The last part consists of group interviews with Swedish speaking business admini-stration students about their thoughts and perceptions of content in job adverts. The result shows that the respondents preferred job adverts that were branded (informed the applicant of the employer). They thought that the job adverts were very stereotype and written in a cliché language. And they also preferred job adverts that contained information about what employer could offer an employee apart from the job itself (in non financial terms). It was also clear that the students were reading in and interpreting a lot meaning behind the words. As an overall conclusion the study suggests that there is food for thought when it comes to how job adverts are being written in Sweden in 2010 and that the field of effec-tiveness of job adverts is in serious need of more research.

The Master's Thesis deals with the marketing research of the body image meaning in female and male life style magazines chosen. The main aim is to analyze the advertisement using the quantitative content analysis and to identify the most common elements presented, furthermore to analyse these elements based on the data obtained and to find out the difference of human body presented when female and male are the target groups. The secondary aim is defined as to prepare this analysis for the front-page of magazines chosen as well. The thesis is divided to several parts. The first part deals with the basic theoretical background of marketing communication focused on daily press, next section concentrates on the body image issue and self body feeling. The nature of practical section is the content analysis evaluation, summary of data obtained and drawing a conclusion together with marketing suggestion.

Organizational leadership is predominantly male, even after decades of effort to even out this gap. The gender gap in corporal leadership was here assessed by investigating the possible effect of job advertisement configuration. Requesting a democratic or autocratic leadership style and high or low level of readiness for the leadership position in job advertisements was hypothesized to affect their appreciated appeal differently depending on the reader’s gender. A democratic leadership style and a low level of readiness requirement was thought to appeal more to women. Additionally, an effect of nearness to a manager of the same sex on the appreciated likelihood of applying for a leadership position was investigated, in line with the theory of same-sex role models. Seventy-nine male and seventy-seven female employees from a technical department within a global industrial company were included in the study where they rated manipulated company job advertisements’ appeal and filled out a survey. The results revealed no gender difference in the employees’ appeal ratings depending on the two variables. No difference in likelihood of applying for a leadership position was found, regardless of same-sex managerial nearness. The unique characteristics of the sample used induces a discussion of when advertisement wording matters and matters not.

Adotando a perspectiva da teoria Semiótica, desenvolvida por A.J.Greimas e seus colaboradores, e a Análise do Discurso (AD), apresentada por Dominique Maingueneau, ambas de linha francesa, esta pesquisa tem como objetivo descrever a imagem do enunciatário (páthos) do gênero anúncio publicitário de lingerie. Temos por objetivo descrever os mecanismos de construção de sentido que resultam no feixe de expectativas, ideais e aspirações representadas pelo leitor: público-alvo dos anúncios. Ao trabalharmos com publicidade, devemos ter em mente que é ela é uma esfera de circulação que visa persuadir, ao associar o produto que vende a um corpo em movimento. A publicidade, ao construir um modo particular de presença no mundo, possui um estilo próprio de vida, e encontra-se inserida em uma formação ideológica, cultural e social determinada. E aliadas às transformações sociais pelas quais o gênero contemplado tem evoluído ao longo do tempo, em conformidade com os avanços e transformações de seu público-alvo, procuraremos entender, dessa forma, como e por que a imagem do enunciatário é marcada historicamente no discurso. A publicidade busca \"encarnar\", pela enunciação, o enunciatário que ela evoca, ou seja, ela o torna sensível e perceptível no texto. Reconstruiremos, assim, as diferentes imagens do enunciatário dos anúncios de lingerie, aos quais consideraremos como um desdobramento do sujeito da enunciação. Nesta pesquisa, partimos da idéia de que o enunciatário produz o texto com o enunciador, pois, na produção textual, o enunciador faz o seu texto sob o simulacro do seu enunciatário; o que resulta nas diferentes escolhas enunciativas. Respaldados por esta idéia, poderemos afirmar que o sujeito da enunciação é constituído pelo enunciador (eu / autor) e pelo enunciatário (tu / leitor). Dentro do discurso publicitário, analisaremos, especificamente, o gênero anúncio publicitário de lingerie. A escolha desse gênero deve-se à grande influência que ele exerce nas relações intersubjetivas. De uma grande totalidade, anúncio publicitário de lingerie, depreenderemos quatro totalidades, ao que remeteremos a quatro pólos com especificidades e recorrências características: A; B; NÃO-A; NÃO-B. E dessa forma, nos será possível traçar um modo de presença particular das diferentes imagens de enunciatários do gênero em pauta. Os modos de presença das quatro totalidades analisadas serão depreendidos a partir dos tipos de valorização que cada anúncio investe na apresentação de seu objeto. Trata-se, por exemplo, de valores de prazer sexual, de prazer estético, de valores estésicos ou utilitários. O objeto anunciado não é apresentado apenas como desejável em si mesmo, ou seja, ele não é o termo final de um programa de busca orientado para o puro e simples consumo dos bens oferecidos. Ele é também um meio, uma competência, para que seja alcançado o objeto de valor desejado. A valorização dos anúncios e dos produtos anunciados passa pela encenação e pelo simulacro de determinados tipos de relações que se procuram estabelecer com o público, com o consumidor, ou seja, com o enunciatário. De modo mais específico, são os mecanismos de significação e produção de sentido dessas relações que gostaríamos de analisar nesta dissertação.
Considering the perspective not only of the Semiotics theory developed by A. J. Greimas and his collaborators but also of the Discourse Analysis (DA) shown by Dominique Maingueneau, both related to the French studies, this work has the aim at describing the image of the enunciatee (páthos) of the textual genre lingerie advertisement. The objective is to examine and describe the meaning effects mechanisms that emerge from the text/discourse that result in certain expectations, ideals and aspirations represented by the reader: target public of lingerie advertising. It is considered that publicity belongs to a circulation sphere that tends to persuade by associating the product to be announced (sold) to a \"body\" in movement: this should be kept in mind when an analysis is performed. Therefore, the publicity, by constructing a particular way of presence in the world, has an own style of life, and, in this way, is engaged in a determined ideological, cultural and social formation. Taking into consideration the social evolution in which the genre lingerie advertisement has involved and, in conformity with the advances and transformations of the target public, the analysis is to understand how and why the image of the enunciatee is marked diachronically and historically in the discourse. By means of enunciation, the publicity seeks to \"incarnate\" the enunciatee that evokes, making such enunciatee sensible and perceptible in the text. In this way, the purpose is to reconstruct the different images of the enunciatee in the lingerie advertisements, because the enunciatees are taken as an extension of the subject of the enunciation. Therefore, it is considered that the enunciatee produces the text together with the enunciator since, in the textual production, the latter produces his text under the simulacrum of the former, generating, in this way, different choices of enunciation. Based on this idea, it can be affirmed that the subject of enunciation is constructed by the enunciator (I / author) and by the enunciatee (you / reader). Specifically, it is analyzed, of the publicity discourse, the textual genre lingerie advertisement. The choice for this genre was taken due to the great influence it performs when an inter-subjectivity relation is involved. From the great totality lingerie advertisements, four totalities are captured that resulted in four poles with inherent peculiarities and specific recurrences: A; B; NON-A; NON-B. In this way, it is possible to trace a particular way of presence of the distinct enunciatees images in this textual genre. The way of presence of the four analyzed totalities can be observed considering two types of valuation that each advertisement invests in the object presentation. It is regarded, for example, the valuation of the sexual, esthetic or utilitarian pleasure. The announced object is not presented simply as desirable itself. In other words, the offered object is not the final term of the search program orientated for the pure and simple consumption: the object is also a way, a competence for the desired object can be achieved. The valuation of the advertisements and announced products circulates through simulation and simulacrum of determined types of relations that are sought to established with the public consumer: the enunciatee. In a more specific way, the references are to the production and meaning mechanisms of these relations that are intended to analyze in this work.

The Post-Fordist structure has aroused as a response to the stable/rigid configuration of Fordism that caused a bottleneck within capitalist organization since the mid 1970s. This period is also labeled as flexible accumulation that is based on the least circulation period of capital and as a result turnover time of the consumption objects. Here, consumption becomes a cultural activity besides its role of meeting material necessities and calls for a form of culture, in which the symbolic value of any object is of significance more than its use-value. Within this frame, the study selected a new form of contemporary housing provision as an exemplification area
the gated enclaves that represent a form of investment for the legitimization of values projected by the consumer culture. They are especially located at the new urban development areas, shared by high income level owners
surrounded by exclusionary devices like
walls, fences and private security mechanisms, and provide additional privatized services. This study aims at studying the modes of marketing strategies of these newly emerging housing provisions in Ankara that all are constructed around the theme of &ldquo
a distinct life style&rdquo
through their representational media. Therefore the study will investigate how the idea of distinctness is made public and by means of spatial analyses, how and to what extent the assertion of distinctness is achieved or constituted a genuine position within the academic or professional architectural culture will be investigated while such concepts as &ldquo
homogenization&rdquo
and &ldquo
distinctness&rdquo
will be also in agenda.

Master of Public Health - MPH
Television (TV), a powerful medium used by industry for marketing, increases the popularity of certain food products and beverages. Through a range of techniques, this is done to persuade adults and children to buy these commodities, most of which are detrimental to human health. For instance, they are high in simple sugars, fructose corn syrup and refined carbohydrates; engineered to contain artificial ingredients; high in macronutrients, low in micronutrients and dietary fibre, and require less time and energy to digest. Thereby, predisposing individuals who over-consume these foods to overweight, obesity and non-communicable diseases (NCD). These health conditions have been implicated in the burden of disease in South Africa. As such, we must monitor and evaluate the advertisement of these commodities on free-to-air TV channels in the country to generate audit information

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.

Background. Since e-commerce has grown rapidly the focus and attention towards online advertisement are critical. Twitch.tv, one of the big streaming websites had in April 2020 an average of 2.48 million concurrent viewers.  Bigger brands have taken notice and started to invest in advertisements during e-sports and other online streams. This thesis has conducted an experiment that analyses the recognition of animated advertisements with different shading styles during gameplay streaming. Objectives. This thesis compared animated advertisements shaded in two different ways. The advertisements were shown during a clip from a game. One of the shadings was a toon-shading which was the same art style as the game. This was compared with Unreal Engine 4’s standard shading (Default Lit with Surface as Material Domain). The aim was to find out which of the shading styles were more likely to be recognized. Methods. An experiment was conducted where participants watched a clip of gameplay from Borderlands 2. At certain moments during the clip different advertisements would appear for a short time, one at a time.  The advertisements had different shadings, toon-shading, or standard-shading. The goal was to find out which type of shading participants would recognize more than the other. The participants answered a survey after watching the clip where they chose from different images. The images were either images of the animated advertisement or mock images to test what the participant recognized. Results. The data gathered from the survey showed that the standard shading in Unreal Engine 4 had a recognition rate of 75.0% whilst toon-shaded characters had 82.7%. This means that there was a difference of 7.7% in the rate of recognition between the shading styles. There were a total of 26 participants between the ages of 19 to 30. Conclusions. The expected outcome was that the users would not recognize the cartoon styled advertisements since it would blend into the gameplay of Borderlands 2. The standard shaded advertisements would not blend in with the gameplay and should have a higher recognition rate. The result, however, proved that the expected outcome of the experiment was incorrect. There were a few other noteworthy findings that can be further researched.

CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior
Esta pesquisa pretende investigar uma possÃvel colÃnia de gÃneros anÃncios, atravÃs da anÃlise das categorias propÃsitos comunicativos, suportes e estilo. Adotamos a proposta teÃrico-metodolÃgica de Bhatia (1993; 2004), para a caracterizaÃÃo da colÃnia em estudo. Seguimos tambÃm as concepÃÃes de Bakhtin ([1953] 2000), Carvalho (1996), Marcuschi (2003), Askehave & Swales (2001) e Swales (2004), para o desenvolvimento desta investigaÃÃo. Para a realizaÃÃo da pesquisa, coletamos um corpus, composto por 72 textos impressos, assim distribuÃdos: 15 anÃncios institucionais, 15 anÃncios classificados, 12 anÃncios fÃnebres, 15 anÃncios publicitÃrios e 15 resenhas publicitÃrias. A metodologia, adotada de Bhatia (1993; 2004), e os critÃrios de anÃlise, representados pelas categorias propÃsitos comunicativos, suportes e estilo, possibilitaram a compreensÃo do fenÃmeno da colÃnia de gÃneros anÃncios cujos textos mantÃm uma relaÃÃo de distinÃÃo e semelhanÃa. Inicialmente, investigamos ânoveâ textos: 1. anÃncio publicitÃrio (de revista), 2. anÃncio publicitÃrio (de folder), 3. anÃncio publicitÃrio (de outdoor), 4. anÃncio institucional (de revista), 5. anÃncio institucional (de folder), 6. anÃncio institucional (de outdoor), 7. anÃncio fÃnebre (de jornal), 8. anÃncio classificado (de jornal), 9. resenha publicitÃria (de revista). Como resultado da anÃlise, identificamos os gÃneros anÃncios seguintes: anÃncio publicitÃrio, anÃncio classificado, anÃncio fÃnebre e anÃncio institucional. Em suma, nÃo fechamos a colÃnia de gÃneros anÃncios e sugerimos a ampliaÃÃo dessa colÃnia.
This research aims at investigating a possible advertisements genres colony through the analyses of communicative purpose, supports and styles categories. In order to characterize the colony under analysis, I adopt Bhatia‟s theoretical and methodological proposal (1993; 2004). I also followed Bakhtin‟s ([1953] 2000), Carvalho‟s (1996), Marcuschi‟s (2003), Askehave & Swales‟s (2001) and Swales‟s (2004) conceptions, to further the development of this investigation. In order to carry out this research, a corpus composed by 72 printed texts was collected which is so distributed: 15 institutional advertisements, 15 classified advertisements, 12 funeral notes, 15 publicity advertisements and 15 publicity reviews. The adoption of Bhatia‟s (1993; 2004) methodology, and the analyses criteria, represented by the communicative purpose, supports and styles categories, has made possible the understanding of the advertisements genres colony phenomenon in which texts maintain a similarity/distinction relationship. On the basis of the mentioned criteria, and, in order to verify if they were part of the genres colony under analysis, nine text types were analysed. These were as follows: 1. publicity advertisements (from magazines), 2. publicity advertisements (from folders), 3. publicity advertisements (from outdoors), 4. institutional advertisements (from magazines), 5. institutional advertisements (from folders), 6. institutional advertisements (from outdoors), 7. funeral advertisements (from newspapers), 8. classified advertisements (from newspapers), 9. publicity reviews (from magazines). As a result of the analysis, the following advertisements genres were identified: publicity advertisement, classified advertisement, funeral advertisement and institutional advertisement. Finally, I opt not to close the advertisements genres colony and suggest its expansion.

LOPES, Ana Keyla Carmo. Uma colônia de gêneros anúncios. 2008. 181f. Dissertação (Mestrado em Linguistica) – Universidade Federal do Ceará, Departamento de Letras Vernaculas, Programa de Pós-Graduação em Linguística, Fortaleza-CE, 2008.
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This research aims at investigating a possible advertisements genres colony through the analyses of communicative purpose, supports and styles categories. In order to characterize the colony under analysis, I adopt Bhatia‟s theoretical and methodological proposal (1993; 2004). I also followed Bakhtin‟s ([1953] 2000), Carvalho‟s (1996), Marcuschi‟s (2003), Askehave & Swales‟s (2001) and Swales‟s (2004) conceptions, to further the development of this investigation. In order to carry out this research, a corpus composed by 72 printed texts was collected which is so distributed: 15 institutional advertisements, 15 classified advertisements, 12 funeral notes, 15 publicity advertisements and 15 publicity reviews. The adoption of Bhatia‟s (1993; 2004) methodology, and the analyses criteria, represented by the communicative purpose, supports and styles categories, has made possible the understanding of the advertisements genres colony phenomenon in which texts maintain a similarity/distinction relationship. On the basis of the mentioned criteria, and, in order to verify if they were part of the genres colony under analysis, nine text types were analysed. These were as follows: 1. publicity advertisements (from magazines), 2. publicity advertisements (from folders), 3. publicity advertisements (from outdoors), 4. institutional advertisements (from magazines), 5. institutional advertisements (from folders), 6. institutional advertisements (from outdoors), 7. funeral advertisements (from newspapers), 8. classified advertisements (from newspapers), 9. publicity reviews (from magazines). As a result of the analysis, the following advertisements genres were identified: publicity advertisement, classified advertisement, funeral advertisement and institutional advertisement. Finally, I opt not to close the advertisements genres colony and suggest its expansion.
Esta pesquisa pretende investigar uma possível colônia de gêneros anúncios, através da análise das categorias propósitos comunicativos, suportes e estilo. Adotamos a proposta teórico-metodológica de Bhatia (1993; 2004), para a caracterização da colônia em estudo. Seguimos também as concepções de Bakhtin ([1953] 2000), Carvalho (1996), Marcuschi (2003), Askehave & Swales (2001) e Swales (2004), para o desenvolvimento desta investigação. Para a realização da pesquisa, coletamos um corpus, composto por 72 textos impressos, assim distribuídos: 15 anúncios institucionais, 15 anúncios classificados, 12 anúncios fúnebres, 15 anúncios publicitários e 15 resenhas publicitárias. A metodologia, adotada de Bhatia (1993; 2004), e os critérios de análise, representados pelas categorias propósitos comunicativos, suportes e estilo, possibilitaram a compreensão do fenômeno da colônia de gêneros anúncios cujos textos mantêm uma relação de distinção e semelhança. Inicialmente, investigamos “nove” textos: 1. anúncio publicitário (de revista), 2. anúncio publicitário (de folder), 3. anúncio publicitário (de outdoor), 4. anúncio institucional (de revista), 5. anúncio institucional (de folder), 6. anúncio institucional (de outdoor), 7. anúncio fúnebre (de jornal), 8. anúncio classificado (de jornal), 9. resenha publicitária (de revista). Como resultado da análise, identificamos os gêneros anúncios seguintes: anúncio publicitário, anúncio classificado, anúncio fúnebre e anúncio institucional. Em suma, não fechamos a colônia de gêneros anúncios e sugerimos a ampliação dessa colônia.

碩士
國立成功大學
企業管理學系碩博士班
94
Because the manufacturing techniques gradually mature, the cosmetic industry changes from OEM to OBM. In Vaughn（1980）opinions, cosmetics can be products of feeling decision and high involvement. However because the manufacturing techniques gradually improves, cosmetics become more and more compound functional. As a result this research wants to discuss that what kinds of style of advertisements of collocated with cosmetics will have better effect and understand backgrounds of consumers who have different preference for different styles of advertisements. This research also adds the consumer involvement facet and gets conclusions as below： 1、Advertisements of thinking style have significant effect than of feeling style on the attitude of advertisement、attitude of product and desire for purchase facets. 2、Consumers of low product involvement facing different styles of advertisement have more obviously affinity than those of high product involvement. It means that the advertisements can influence consumers of low product involvement more powerfully. 3、The 「education」、「major」、「leisure activity」 of consumers who have positive attitudes to advertisements of thinking style are different significantly from those of consumers who have positive attitudes to advertisements of feeling style. 4、The motivations of consumers who have better advertisement response to advertisements of thinking style for buying cosmetics are 「need for work」、「manner」、「enhancing color」 and 「affected by friends」； on the other hand motivations of consumers who have better advertisement response to advertisements of feeling style for buying cosmetics are 「good-looking」、「attracting」、「affected by friend」.

碩士
臺中技術學院
商業設計系碩士班
97
In Taiwan, most of the research on advertisement study about representation, benefit to the mass media, visual effect of graphic form by surrealism’s viewpoint. No one studies the connection between representation and creation by special style in art. Visual creation is an important part in advertisement. Surprising and charming creation often comes from the special concept and the illogical sight. Magritte, an artist in the West, to think and to suspicion the truth becomes the symbol of eccentric and bizarre images. Thus, this study brings up the viewpoint that Magritte style can promote shocking visual creation. It attempts to prove that the representation is the same as the creative cases of the 1997-2007 Times Advertising Awards. By the way, the images’ text can be found out the different cultures, including pop, consumption, post-modern of social situation. 　　This study of Magritte style applied to graphic advertisement connects between visual representation and inside meaning, including two directions： (1)Content analysis：First, analyzing the creative psychology, the knowledge of society and economy in Magritte’s works. Understanding the information about graphic advertisement and how to transform the concept into visual creation. Second, to prove the advertising copy is the same as Magritte’s word paintings by Roland Barthes’ pseudo-syntaxe and the representations are the same as Magritte’s non-word paintings by analogical reasoning. (2)Text analysis：Expounding Magritte style contributes to the consumer culture, pop culture and post-modern in the present age. 　　According to the content analysis can induce two parts： (1)The positive and impossible aspects regarding the usage of Magritte style in advertising are discussed. (2)The customer’s desire and the social meaning can be compiled by Maslow theory. 　　Text analysis comes from extending the conclusion of content analysis, accounting for three kinds of viewpoints. The results are as follow： (1)In consumer culture, the common feature of Magritte’s concept and customer’s desire can find out multiple significances. (2)In post-modern, Magritte style that possesses the deconstruction emerges from visual symbol, logical perception, and conscious of culture. (3)In pop culture, the graphic advertisements of Magritte style can lead to popular slang and recreational existence. 　　In conclusion, Magritte style’s value connects with the creative strategy in advertisement, providing a reference for designers or planners to make the idea of visual representation or the destination of customer’s requirement.

碩士
大葉大學
事業經營研究所
89
A futurism, Alvin Toffler, presented a theory of "The Third Wave" in 1980. What he predicted about "The Third Wave" can be translated into as Web Age. At present, the web is becoming one of main entertainment for many people, and it even becomes a very valuable and important marketing channel for business. E-mail has been considered as a very important role in web, and its effectiveness never being lessened by the investments of web. Contrary, e-mail is still a very instrumental vehicle for business marketing within the web, so the importance of e-mail is getting more and more significant than ever. There are so many studies depicted the web in domestic and abroad, but just Few of them are using focus strategy to do marketing through e-mail. even fewer of them are exploring e-mail users'' life style. The main objective of this thesis is to identify the effectiveness of advertisement of users'' life style, and also analyze the effectiveness of ads which influence by the degree of involvement of different advertising models, different advertising sources of e-mail. The findings of this thesis reveal; 1.The buying intention obviously has a significant connection with the life style. 2.Simplified character has a better memory effect than multi-media. 3.The click rate of ads have a positive relation with e-mail which have longer period of showing off in ads 4.For the ads, the degree of education is just in the reverse to memory effect. 5.The degree of involvement of ads is indeed with a positive significance to memory effect, attitude, picking (enrolling) of ads, and buying intention.

碩士
嶺東科技大學
經營管理研究所
96
Most of the traditional marketing focus on product features and benefits. With consumer demand focus gradually changed from the product features inherent desire to meet the psychological needs, marketing is only promoting the interests of product features, has become increasingly difficult to attract consumers. To the many brands, so that sophisticated consumers, and consumers would establish deep emotional link to the brand and its marketing efforts must be in a more creative way to create experience, less obvious to the study Explore the characteristics and content, this has triggered the motivation of this study. This study of literature from the experience summed up the operation of marketing experience includes the theme of settings, the use of emotional appeals, the life style to convey the story and that of four ways, and on this point of view, through content analysis to observe the analysis of Heineken, Rolex, Mercedes-Benz brand of the three privileged magazine ads, and to explore different types of Premium brand products, in magazine advertisements on the marketing style is consistent with experiential marketing, and the magazine advertisements of premium brand in regional magazines and local magazines of similarities and differences.

This thesis studies the style of contemporary advertisement and advertising texts published on the internet. The theoretical part is focused on theory and function of advertisement. It describes the specifics of each type of advertising and proposes several classification options. It also presents the dynamic internet environment with typical features. The last section of the theoretical part is devoted to the language and style of advertising texts and the commonly used linguistic aspects and stylistic devices. The practical part deals with examples of real contemporary advertisements published on the internet; the texts are analyzed to find answers to three research questions. The first concerns features which ads use to engage recipient's interest. The output is a table containing an overview of all identified features and their frequency according to the form of advertising. The second research question focuses on persuasive means that advertisements use according to their function. The third part is devoted to linguistic and stylistic features typical for certain target groups. Results of the analysis and the success evaluation are summarized at the end of the thesis. Keywords: advertising text, language of advertisements, style of advertisements, advertisement on the internet, contemporary...

碩士
崇右技術學院
經營管理研究所
105
The present study employs an experimental design, with advertisement’s theme (product-based V.S. cause-related marketing) and beneficiaries (identifiable victims V.S. statistical victims) as independent variables to investigate consumers’ brand attitude, perception of corporate social responsibility and purchasing intention under fictitious advertisements. The result shows: 1.With identifiable victims as beneficiary, a cause-related advertisement gets more perception of corporate social responsibility and higher purchasing intention. 2.With statistic victims as beneficiary, a product-based advertisement gets higher brand attitude and higher purchasing intention 3.The results may offer both corporate and nonprofit organization a better idea to promote cause-related marketing and distribute resources effectively.

碩士
輔仁大學
織品服裝學系
93
Men’s formal office wear has always been characterized by having a fixed and standardized identity, whether the new trend of casual office wear can replace formal office wear ; advertisement is an important tool that is used often in sales communication ; and promotion activity is the quickest way to stimulate sales used by business, whether combining different clothing styles and promotion tactics in affects advertisement preference in Taiwan’s different region and different generation is worth studying. This research is set as an exploration study using four factor groups. The main purpose is to study how interaction of different clothing styles (formal and casual wear), promotion tactics (direct discount and giveaway), location (south, north region) and generation (senior, adult, young) affects advertisement preference. This research came up with the following conclusions: 1. Adult male consumers from the north prefer formal wear advertisements with direct discounts. 2. Senior male consumers from the south prefer casual wear advertisements with direct discounts. 3. Senior male consumers from the south prefer formal wear advertisements with direct discounts. 4. Adult male consumers from the south prefer casual wear advertisements with indirect discounts. At the end, the result of this study will provide relevant suggestions to manufacturers and marketing officers for reference.

碩士
國立中山大學
國際經營管理碩士學程
103
Nowadays blogging is a trend that people search for different uses. Blog changed the form of one way communication to two way communication tool, it can provides information to customers while at the same time it can send information to consumers by suppliers. When readers do search or post comment on blog, whether or not they are influenced by brand loyalty. This essay is about the formation of the possible outcomes for brand loyalty through blogging. Around a decade ago, companies tended to use commercial to promote their products; we can see television commercial, posters and even those advertisements on buses. Consumer used to get new ideas from suppliers by advertisement and any product presentation. Companies also used conference to discuss what customer want and what can they improve in the market, however this way was getting weaker. They have to change the method within the business varietychanging as well. Blog started from ordinary people, it is not focus on technical skills but readers care about the big social network behind blogging. Millions bloggers blogging any field they are interested in, it made blog become a global platform. Recent years, companies started to use blogging to sending messages to consumers which we called “on-line marketing”. This kind of marketing strategy became popular because it is low budget compare to other methods. Readers can receive information quickly. Moreover, due to smart phones’ popularity, we seepeople holding their phones everywhere; it already became part of our life, and people receive new ideas almost 24 hours a day. In this way, companies can approach through consumers’ advises and opinions better. In fact, there are many applications that gather bloggers’ articles then put those in different orders for readers. Readers not only can receive new information but also find it easily in orders. These actions are internet marketing. The purpose of thesis research is analyze how this media became trendy and how do people accept it as a major part of purchasing. Cosmetics known as makeup are care substances used to enhance the appearance of human body. Generally mixtures of chemical compounds; Recent years people’s need for cosmetic is increasing, so far in Taiwan there are almost 70 billion NT put in cosmetic industry. Not only those famous international brands are making cosmetics even some medical companies are trying to get in this market as well. Since there are variety sources therefore customers no longer have loyalty to brand like before.

碩士
東吳大學
心理學系
107
Previous research showed that the design of call-to-action (CTA) message buttons affects the click-through rate and viewing of advertisements. CTA buttons that simulate real world objects provide more affordance cues leading to higher ad click-throughs and facilitates visual ad dwelling (Feng, 2018; Liu, 2015). As an effort to verify these findings, this study used eye tracking to examine the effects of the design of CTA message button and ad location on ad viewing. The current study manipulates the style of CTA button design (material design / flat design / no CTA button) and the ad location (at the top of the page / at the bottom of the page) and measures mental simulation, ad browsing, click-through rate, willingness to click and attitude. It is expected that the design of CTA message button triggers user’s mental simulation through the affordance cues inherent in the design. The enhanced affordance provided by the material design (than the flat design) results in more extensive mental simulation (than the flat design). The material and the flat design also differ in the level of complexity. The visual complexity of the material design makes it necessary for the viewer to visually dwell on the ad than the flat design. Mental simulation is affected by the availability of cognitive resources. Mental simulation as well as ad click-through are more likely when the ad locates at the bottom of the page and cognitive resources are more sufficient for the viewer. The research results show that the design of the CTA button indeed correlates with the click-through rate of the ad. The flat design has a longer total gaze duration than the material design for ads at the top of the webpage, suggesting that the flat design maintains the viewer's attention better than the material design at the top of the webpage. The total ad gaze duration is longer for the material than the flat design for ads located at the bottom of the webpage, showing material design maintains attention better at the bottom of the page. Current study demonstrated potentially important effects of CTA button design style on ad viewing that should not be overlooked.

碩士
國立臺中技術學院
商業設計研究所
96
This study mainly discusses the fact that under the background of Sino-Japanese War in Taiwan, the newspaper advertisement was influenced by government policy directly and indirectly, and thus the war-style advertisement had formed for the purpose of propagating war by the colonial government during the period of “Kominka Movement”. The visual image of advertisement is regarded as the main shaft and the advertising copywriter’s title is regarded as the auxiliary, and then relevant factors such as the policy of colonial government, wartime system, culture, and general situations of newspapers and mass media are regarded as the prerequisites so as to carry out classification, generalization, and arrangement. And then, visual image and copywriter are analyzed in accordance with category so as to understand the influence level of political and war factors, such as “Kominka Movement”, towards the advertisement. Furthermore, the social & economical phenomenon and cultural symbolization that were presented by the newspaper advertisement would be generalized. Next, the use and context development of images from newspaper advertisement at that time would be discussed, so as to understand the position of Taiwan’s development as a colony and the expression of layout design & use of art from the advertisement images. This paper uses document analysis and text analysis, together with documents and advertisement’s visual images to collect information, so as to carry out correlation analysis. This paper first discusses the historical background and origin of “Kominka Movement” period and relevant newspapers & mass media, so as to understand the relevant backgrounds regarding “Kominka Movement” policy, economical background, wartime life, intervention of foreign culture, and development situation of newspaper advertisement. Next, generalization and analysis would then be carried out in accordance with visual image and advertising copywriter. An overall analysis regarding sociology of art, literary sociology, and iconology would be used to discuss the intension and the appearance of expressing subjects of newspaper advertisement during “Kominka Movement” period, in order to understand the form, content, and expressed cultural meaning of the war-style advertisement. This study finds out besides passing the message of the product itself, the war-style advertisement could find out the demand that was tallied with war and social production from a lot of legal rules and standards in the wartime, it also followed the colonial culture to highly praise military imperialism, which forced Taiwanese to have Japanese spirit indirectly, so that the society could identify itself with Japanese crusade. Thus, the war-style advertisement became the tool to assist colonial government to propagate war, so as to promote enterprise image and demand of product. For the expression of visual image, war-style advertisement used soldier, weapon, and Japanese symbol to pass war meaning directly, or used the images of back production role to show its support towards government policy. The advertising copywriter publicized war achievement, encouraged the soldiers in the frontline, stabilized citizens’ mind so as to comply with militarism, and beautified the crusade, so that the enterprise could show its patriotic thought and the importance of products towards war could be promoted as well.

In the real world,many advertisements feature aposing endorser,whileon the contraryothers feature an endorserwith amorecandid style.This research investigates the effect of the endorser’s modeling style on consumers’ responses. Specifically,whether millennials consumer’slevel ofnarcissism has an effect on theirbrandperception, advertisement perception and on whether the product advertisedstands a better chance at selling,depending on the modeling style (candidversus posing).Findings show that individuals with higher levels of narcissism have a lower purchase likelihood when presented with an advertisement portraying a model in a candid (versus posing)stance, whereas this difference was not observed for those with low level of narcissism. Authenticity goal and impression management goal cannot explain this effect.Moreover, there was no effect for advertisement evaluation and brand evaluation.Possible explanations for this will be discussed, as well as managerial implications, based on this study’s findings.

碩士
義守大學
管理科學研究所
92
Abstract The beauty salons in the non-metropolitan region are disadvantaged in the beauty market. Owing to the above-mentioned salons lack capital and experts, the print advertisement becomes the most important tool in their marketing activities. This research plans to distinguish different groups form the female consumers in the non-metropolitan region by life-style variables, find out the valid print advertisement and help those salons to design their DM. The females that between 20 and 49 years old in Ping-Dong county Fang-liao region are this research’s study objects. This research’s questionnaire has three parts─ the evaluation of the essential design factor of the print advertisement, A.I.O. scaling and vital statistics. The major statistical techniques adopted were conjoint analysis, factor analysis, reliability analysis, cluster analysis, discriminate analysis, one-way ANOVA, cross tabulations, Chi square test and regression. After the analyses of the research information, we find as follows: 1.We can distinguish three different groups form the female consumers in Fang-liao region by life-style variables. The three groups are named as “Solitary”, “Leader” and “Pressure Cooker”. 2.Among those three groups, their structures are different in “the level of education”, “the marital status” and “career”. They are the same in “age” and “control money per month”. 3.Although every group has different favor structure in print advertisement, their most favor is the same─ they favor the DM that use “service attitude” as title and “fact statement” as show mode. Keywords: print advertisement, life-style, beauty salon, conjoint analysis

Abstract Media and their content have been subject to research since the time of their origin. A lot of scientists deal with their influence on formation of a human and the society. The term media is being discussed very frequently nowadays. Sociologists, psychologists, politicians as well as journalists often write and speak about media in various contexts. Mass media play a unique and irreplaceable role in providing social coherence in the modern society; they support power allocation and social communication. Evaluation of mass media roles differ according to what these roles bring to individuals and to the society, because what we can evaluate from one view as desirable may be seen undesirable from another view. Mass media serve to maintenance and stability of democratic society and they support the existing power allocation. Most of everyday communication is interpersonal or in a group, which means that it is tightly fixed in the situational and cultural context. Our existence in the society is not only determined geographically, but mainly in the sense of cultural behaviour patterns and conventions and certain social relations. The aim of my thesis was: ``To analyze the influence of media and the Internet on formation of healthy lifestyle among secondary and tertiary students and to analyze all differences between secondary and tertiary students.{\crqq} The aim of the thesis has been met. Hypothesis 1: Media have stronger influence on secondary students than on tertiary students has not been confirmed. Hypothesis 2: Media have stronger influence on weight reduction in women at secondary schools than those at tertiary schools has been confirmed. Hypothesis 3: Secondary students read lifestyle magazines more than tertiary students has not been confirmed.

The thesis analyzes the advertisement that was published in three selected national newspapers and a weekly magazine. It focuses on the period last thirty years (comparison with the 80`s of the 20th century, the 90`s of the 20th century and the period after 2000). It is trying to show changes that occurred during the processing period of advertising texts in thematic, language and style area. The thesis concentrates on the selected sample of advertising texts and as well the most common principles of creation, it compares with scientifically based facts from reference book relating to advertising language. Advertising language is based on the changing society and its value which is constantly in progress. The year 1989 symbolized not only the changing political and social conditions in our country but also allowed the access of foreign capital onto the Czech market and its increase in competition that the advertisement responded with huge development. The advertisement could no longer rely on the information but it had to develop more features like the attraction and persuasive function. The thesis divides the advertising into two main parts. The first thematic part focuses on the texts from the point of their formal aspects (e.g. size and position of advertising in newspaper, colorful scheme, graphic...

碩士
大同大學
工業設計學系(所)
99
Interactive advertisement uses brand-new designing and combines advertisement with computer program; users can now experience it personally. Through fun and interesting interactive design, it can shorten the distance between products and consumers and brings extreme joy. And the joy it brings is something which TVC Advertisement and Print Advertisement cannot compete. In order to let designer catch the main idea when designing interactive advertisement, the main purpose of this thesis is to analyze the interaction styles of advertisements based on image recognition technologies. Summarizing the analysis results of previous research and experiment task, this study can reach the following conclusion and suggestion for design. 1.Interactive advertisement cannot raise the desire to buy the products, or may even become simple video game which cannot be stored in memories once it is played if the main point of interactive advertisement is not clear or overemphasized on the entertainment so that the commercial loses its focus. 2.Print Advertisement can only do unidirectional receive of information, and the consumers tend to forget the content of the commercial after watching it. However, interactive advertisement can get bidirectional feedback. It can interact with the consumers directly, and it’s easier to raise their attention. Comparing these two types of advertisement, interactive advertisement is much more vivid, energetic and interesting than the Print Advertisement. Moreover, through the process of interacting with interactive advertisement, it can leave the consumers with deep impression and raise the desire to buy that product. 3.The interactive advertisement of image recognition technologies that is presented by LED display should moderately set the text’s character level and line-width in order to underline the content of text as well as to avoid decreasing the content of text when using high. 4.Using Webcam face recognition technologies to recognize the respondent’s image, which enables the respondent’s image be shown on the screen in interactive advertisement. This is better than using Webcam to recognize the respondent’s body to control the character on the screen. 5.In information transmission in interactive advertisement of image recognition technologies, users tend to ignore easily the information if the text is fixed with the background. Therefore, in order to increase users’ attention toward the text information, the content of information should go with users’ image simultaneously.

碩士
大同大學
工業設計研究所
91
Given its prevalence, the Internet has become the fifth major medium in addition to the four existing media, namely TV, radio broadcasting, newspapers and magazine. With an eye-catching combination of sounds, images, animations and hyperlinks, Internet advertisements attract customers’ attention more than conventional planar advertisements do. Floating advertisements, a kind of Internet advertisements, are delivered to Website visitors compulsively. Downloaded automatically during Internet surfing, a floating advertisement always sticks to a certain point on a webpage even while the webpage is being scrolled upward or downward, or it may move or change regularly. Website visitors rarely dislike a floating advertisement, because it occupies little area and thus it seldom trims the visitors’ view of a webpage noticeably. Hence, this research involves studying floating advertisements and related design factors in their presentation with a view to understanding their effect on users’ attention. The experiment was conducted in two stages. The first stage involves assessing subjects’ cognitive styles by means of Hidden Figures Test (HFT) and then dividing the subjects into two groups, which are representative of two diametrically opposite cognitive styles, that is, field-dependent subjects (FD) and field-independent subjects (FI), to undergo subsequent tests on attention. The second stage of the experiment is intended to study the effect of users’ attention, and it encompasses two experimental units, namely (1) user’s operation difference experiment, and (2) user’s vision difference experiment. The user’s operation difference experiment involves the following techniques. Use a self-made experimental homepage to simulate a website engaged in online e-commerce. Combine the design factors (visual presentation factor, figure to text factor, and floating mode factor) in floating advertisements in an interactive manner, so as to produce eight combinations which, coupled with the experimental homepage, result in the visual presentation. Assign tasks to subjects by “introducing situations” to the tasks; ask the subjects to purchase and compare products in the light of the situations set for their tasks; finally analyze how users’ attention is affected by the design factors of floating advertisements and the users’ cognitive styles, after considering whether the users admitted paying attention to the advertisements while performing their tasks and taking account of the users’ retention rates. In the user’s vision difference experiment, the researchers recorded the loci of the subjects’ eyeball movement and the sampling placement distribution of eyeball movement by means of eye-tracking, so as to locate the target of individual subjects’ vision at a moment when a webpage “begins” to be downloaded, a floating advertisement “begins” to appear, and the subjects begin to pay “attention” to the visual target, hoping that the findings may become a piece of supporting evidence to research in this field. As confirmed by both the user’s operation difference experiment and the user’s vision difference experiment, both the floating mode factors of floating advertisements and the users’ cognitive styles have a noticeable effect on the subjects’ attention. The result of the experiment may become a reference for advertisers and advertising agencies in advertisement design, so that their floating advertisements will target their intended customers better.

碩士
國立政治大學
企業管理研究所(MBA學位學程)
104
The automotive industry in Taiwan is very competitive, for the brand having the biggest market share only accounts for 30% of the whole Taiwan market, and the rest of the other top 11 car brands all have about 3%~10% market share. From the market share, we can also tell that the consumers’preferences on cars differentiate a lot among different types of consumers. Therefore, to efficiently use the budget on marketing and maximizing the effect, it is of upmost importance for automotive companies to find the endorsers and adverstisement types that best matches their own brand personalities and also attract their target audiences. In this research, we attempt to summarize what kinds of marketing combinations would attract the most attention from certain types of consumers by conjoint analysis. We first choose brand personalities, endorsement types and advertisement types as 3 major variables in the marketing mix. We then use conjoint analysis, ANOVA analysis and demographic variables to analyze the preferences of consumers with different life styles. We find the best optimal compostions as follows: 1. Social groups: Combination of imaginative Honda, the celebrity Jay Chou and functional advertising. 2. Leadership groups: Same as social groups. 3. Fashion groups: Combination of imaginative Honda and amaze advertising. 4. Scrimp-style groups: C.E.O Mr. Guo and emotional advertising. 5. Family valuing groups: No significant preference on any combination.

Submitted in compliance with the requirements for the Masters of Arts Degree in Language Practice, Durban University of Technology, Durban, South Africa, 2016.
This study investigates how language is used to communicate meaning in bank advertisements. It also examines stylistics in advertising with specific focus on selected bank advertisements in South African and Nigerian newspapers and magazines. Stylistics is a branch of linguistics which studies the principles, and effect of choice and usage of different language elements in rendering thought and emotion under different conditions of communication. Advertising is a form of communication used to help sell products and services. Adverts are not only designed to fascinate, but also to achieve their persuasive goal. This study shows how language is used in bank advertisements to convey messages to the public. The stylistic elements employed in the analysis of bank adverts included graphology, phonology, lexis, syntax and cohesion. The use of capitalization and repetition for emphasis, phonemes and Gothic writing to attract the attention of readers and images to stimulate customers’ aspirations were some of the findings of the study. Given that studies on language use are still of high interest to linguists, this study critically interrogates the effectiveness of language choice in bank advertisements. The conclusion is that stylistic devices are important in advertising as they attract customers to the services and products being advertised.
M

碩士
國立屏東教育大學
社會發展學系
100
The purposes of this study were to understand the Young-adults’ effectiveness to the TV Ads and their consumer decision-making styles of online games and investigating the relationships between them. Adopting the questionnaire survey, this paper firstly conducts the literature analysis to learn the theoretical conceptions of TV Ads and consumer decision-making styles to draw up the questionnaire of Survey on the Young-adults’ Effectiveness to the TV Ads and Consumer Decision-Making Styles of Online Games, so as to learn the current situation, differences of the Young-adults’ effectiveness to the TV Ads and consumer decision-making styles of online games and their relationships as well. The subjects investigated are the Young-adults with a total number of 460. 460 questionnaires are all returned and 430 are valid. According to the statistical analysis, the study results are as follows: 1.The Young-adults’ effectiveness to the TV Ads tend to the advertising attitude and their consumer decision-making styles are mostly novelty-fashion consciousness. 2.The effect of identity of the male adolescents online game TV ads than women; female adolescents "Brand Attitude "than male adolescents. 3.The Young-adults who watch TV for a long time and have relatively more pocket money have a higher degree of consciousness. 4.The consumer decision-making styles of cosmetics in male adolescents are mostly “impulse-buying consciousness”, and “Peer-relationship consciousness”; and the consumer decision-making styles of cosmetics in fmale adolescents are mostly “trademark-buying consciousness”. 5.The consumer decision-making styles of cosmetics in Junior high school are mostly “impulse-buying consciousness”; and the consumer decision-making styles of cosmetics in high school are mostly “purchase of value-for-money”.. 6.The Young-adults who watch TV for a long time , play game for a long time and have relatively more pocket money have a higher degree of decision-making styles of online games. 7.The Young-adults’ who have positive effectiveness to the TV Ads tend to be with conspicuous consumer decision-making styles of online games. 8.Before purchasing the products of online games, the primary references are obtained from TV Ads. 9.The most considerations when purchasing the products of online games are the novelty-fashion of the games. 10.The Young-adults’ effectiveness to the TV Ads can effectively indicate the consumer decision-making styles of online game products, of which the TV Ads attitude has a significant influence on the purchase of value-for-money.

碩士
大葉大學
工業關係學系碩士班
91
Under the internal and external big changes and pressure of the newspaper industry, the sales people in every levels of the Classified Advertisement Department do their best to strive for their career development and job performance appraisal. From my opinion of view, we have to coach and improve the management leadership styles and skills, to enhance the analysis of the employees’personal characteristics and to apply the result from above to employees’job satisfaction. All the job satisfaction adjustments will result in the changes of all employees’behaviors and psychologies in Classified Advertisement Department directly. The main purpose of this research is to discuss the relationship among leadership styles of managers, the personal characteristics and job satisfaction of the sales people of the Classified Advertisement Department. The results of this research are based on the 362 questionnaires. This research applies a lot of statistic analysis methods, such as : factor analysis、reliability analysis、ANOVA and regression analysis, etc. We hope that this research can help those people who worked in the Classified Advertisement Department enhance their employees’selection skills, job performance appraisal methods and improve the management leadership styles, the results of this research as followed： 1、Job satisfaction (work, leader, colleague, compensation, promotion) is significant difference caused by employees’individual backgrounds (sex, age, marriage, educational level, working years, job grade, working experience, educational specialty). 2、Job satisfaction (work, leader, colleague, compensation, promotion) is significant difference caused by consideration-oriented or task-oriented leadership style of managers. 3、Job satisfaction (work, leader, colleague, compensation, promotion) is significant difference caused by inner or outer control personal characteristics of employees. 4、Job satisfaction (work, leader, colleague, compensation, promotion) is significant difference caused by type A or B personal characteristics of employees. 5、Job satisfaction (work, leader, colleague, compensation, promotion) is significant difference caused by interaction between leadership styles of managers and personal characteristics of employees.

Title: Body care and media Goal of the research: The goal of this thesis project is to evaluate information available in TV programmes regarding healthy life style, fitness, and care of human body. In the thesis is analysed the available selection of educational programmes focusing on active lifestyle and the TV commercials on this topic. Research Method: There were two research methods used in the project: a content analysis method and a descriptive method. Results: The number of educational programmes regarding care of human body and healthy lifestyle available on TV is insufficient, although the quality of the programmes is high. The variety of TV commercials shown is wide, but the content of the commercials revolves around beauty and appearance. Commercials that would encourage viewers to be physically active and change their lifestyle were absent entirely. Keywords: media, advertisement and commercials, health, lifestyle, physical activity, healthy nutrition, body image, appearance