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MATTA, JOAO RICARDO NOBRE. "ADVERTISING CONSUMPTION: YOUTH RELATIONSHIPS WITH THE CONTEMPORARY MEDIA WORLD." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2013. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=22204@1.
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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO<br>Este trabalho tem por objetivo explorar a forma pela qual o jovem brasileiro
se relaciona e é impactado pela propaganda, levando-se em conta o cenário
contemporâneo de abundância e cruzamento de meios e proliferação de
informações. Pretendeu-se investigar a percepção desse segmento no que se refere
aos diversos tipos de propaganda e suas estratégias, como por exemplo, as ações
de merchandising, transmedia storytelling, propaganda multimeios, entre outros.
A abordagemutilizada foi a pesquisa exploratória qualitativa com um grupo de 15
jovens universitários, os quais foram entrevistados a respeito do tema proposto. Os
resultados indicaram a necessidade que os sujeitos da pesquisa têm de externar um
discurso pretensamente crítico, demonstrando um representativo grau de incômodo
com o fato de poderem ser, de alguma forma, manipulados por ações publicitárias
de qualquer ordem. Nesse sentido, percebeu-se que, mesmo em situações onde
esse jovem concorda com a influência da propaganda, com o poder da TV ou com
a força do consumo influenciando suas vidas, prefere externar algum
distanciamento dessa realidade, colocando-se, em certa maneira, como imune a
esses processos. Os resultados do trabalho circundam também aspectos relevantes
de temas como as histórias inseridas nas propagandas, a mídia como objeto de
consumo, a propaganda no mundo digital e a evolução e onipresença da mídia.<br>This paper aims to explore the manner in which young Brazilians relate to
and are impacted by advertising, taking into account the contemporary scenario of
media abundance and interconnection and the proliferation of information. Its
intention was to investigate this segment s perception regarding the different kinds
of advertising and strategies, for example, merchandising actions, transmedia
storytelling and multi-media advertising, among others. The approach used was an
exploratory qualitative study, interviewing a group of 15 young college students
on the proposed theme. The results indicated the need subjects in the study have to
express an allegedly critical discourse, demonstrating a representative degree of
discomfort with the fact of being able to be, in a way, manipulated by all kinds of
advertising actions. In this sense, it was perceived that even in situations in which
the youths agreed with the influence of the advertising, the power of TV or the
strength of consumption influencing their lives, they prefer to express a certain
level of distance from this reality, in some ways placing themselves as being
immune to these processes. The results of this paper also encompass relevant
aspects of themes like the stories inserted in advertising, media as an object of
consumption, advertising in the digital world and the evolution and omnipresence
of media.
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Ramnarain, Manishka, and Kirsten Kamphuis. "Consumer attitudes toward mobile advertising : A study of the Dutch youth." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18349.
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Purpose: To study the Dutch youth’s perceptions on and attitudes toward mobile advertising. Background: Consumers are living within a media saturated environment, which limits the effectiveness of advertising. This has led to advertising clutter, most prevalent in traditional mass media. The advertising clutter has resulted in marketers moving their advertising focus toward less cluttered mediums, such as mobile advertising. Mobile advertising allows companies to specifically target the right consumers by looking at age, gender and geographic regions etc. Being able to advertise to such a specified target group is an advantage for companies, however the question remaining is how consumers perceive this form of specific targeting advertising. Method: In this research the deductive approach has been implemented in order to answer the research questions. Both qualitative and quantitative data has been collected through a questionnaire and focus group. The statements used in the questionnaire are based on previous studies and theories. The data retrieved through the questionnaire has been analysed using SPSS. Conclusion: The results of this study showed the Dutch youth mainly sees the originality, interactivity and entertainment levels of mobile advertising as positive in comparison to traditional forms of advertising. Furthermore, message content was shown to be an important factor in order for the consumer to perceive the advertising as positive. The main aggravating attributes that come with mobile advertising are the perceived risks, like receiving too many advertising messages. Furthermore it was found that the more positive the attitude toward advertising in general is, and the more the consumer likes searching for product information, the more positive the attitude toward mobile advertising will be. The main purpose of this research was to find out what the attitudes of the Dutch youth are toward mobile advertising. The statistical results showed a negative attitude toward mobile advertising. However, the qualitative results showed that when mobile advertising is used in a proper way, consumers’ attitudes can be positive.
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Lee, Alvin Yiam Chuah. "Re-testing the link between youth receptivity to tobacco promotion and their susceptibility to smoke." UWA Business School, 2008. http://theses.library.uwa.edu.au/adt-WU2008.0233.
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The Index of Receptivity to Tobacco Industry Promotion (IRTIP) is a model that is used by hundreds of articles. The causal claim based on findings from this model is even more pervasive, and has resulted in much of the modern post 1998 tobacco legislation that is still enforced. This thesis tested the link between adolescent receptivity to tobacco industry promotion and susceptibility to smoking. Pierce et al. (1998) reported that they had found a positive and causal association between receptivity and susceptibility by using IRTIP. They claimed that receptivity to tobacco industry promotion was the only significant causal factor affecting adolescent susceptibility to smoking. Exposure to peer and parental smoking was not found to be a significant effect. A review of the literature found that many sections of IRTIP differ from accepted marketing theory on how cigarette advertising and promotions affect adolescent adoption of cigarette smoking. The proxy measures used in IRTIP were shown to diverge from those previously used for measuring the constructs of Attention, Intention, Desire and Action (AIDA) in marketing communications. IRTIP also differs from previous theory by including measures that attempt to quantify the effect of tobacco premiums into a model that was designed to measure the effects of advertising.
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Sportun, Jaime. "Advertising as a pedagogy? using literacy and critical pedagogy to empower youth." Thesis, McGill University, 2011. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=104836.
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Partially grounded in the work of George Gerbner, and also in other media theorists including John Berger, Roland Barthes and Michael Hoechsmann, this thesis aims to explore the concept of media as public pedagogy. Based on these theories, an in-depth analysis of the advertisements produced by cellular goods and service providers and their effect on the youth generation with respect to the relatively new phenomenon of cyber-bullying will be examined. Then, through the works and writings of critical pedagogues including Paulo Freire, Henry Giroux, Shirley Steinberg, Joe Kincheloe and Donaldo Macedo, a media literacy approach to education will be introduced which aims to empower youth by enabling them to critically examine the media designed for their consumption.<br>Principalement fondée par le travail de George Gerber, mais aussi présente dans celui de d'autres théoriciens médiatiques incluant John Berger, Roland Barthes et Michael Hoechsmann, cette thèse a pour but d'explorer le concept des médias comme pédagogie publique. Fondé sur ces théories, une analyse approfondie des publicités produites par les fournisseurs de produits en téléphonie mobiles et leurs effets sur la jeune génération dans le cadre du nouveau phénomène de cyber intimidation sera examinée.Ensuite, par l'entremise de travaux et d'écrits de pédagogues critiques tels que Paulo Freire, Henry Giroux, Shirley Steinberg, Joe Kincheloe et Donaldo Macedo, une approche d'éducation médiatique sera présentée, ce qui a pour but de donner plus de pouvoir aux jeunes en leur permettant d'examiner d'une façon critique les médias conçus de leur consommation.
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Windley, Jennifer Olivia. "Young blood persuading young people to give blood by applying concepts of self-perception and social norms theories to recruitment ads /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/4531.
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Thesis (M.A.) University of Missouri-Columbia, 2006.<br>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 (June 26, 2007) Includes bibliographical references.
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MOCARZEL, MARCELO SIQUEIRA MAIA V. "THE EDUCATION AS CONSUMPTION GOOD: ADVERTISING DISCOURSES ABOUT UNIVERSITY AND YOUTH IN BRAZIL." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2017. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=32373@1.
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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO<br>COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR<br>PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTS. DE ENSINO<br>Nesta tese, partimos de uma suspeita inicial: a Educação Superior privada brasileira passou por importantes transformações, adentrando, a partir dos anos 1990, na lógica da mercantilização, convertendo-se em objeto de consumo. Para tanto, fez uso das representações da juventude enquanto categoria social. A partir de meados dos anos 2000, a lógica de consumo se intensifica e a Educação Superior privada passa por um processo de financeirização, que estamos vivendo na atualidade. A partir da publicidade de instituições de Educação Superior, fazendo uso da Análise de Discurso
como método de pesquisa, buscamos comprovar esta hipótese, analisada sob um viés semiótico. Assim, escolhemos a juventude dentre diversos outros objetos possíveis como categoria analítica, uma vez que se trata da faixa etária prioritariamente idealizada como público-alvo pela Educação Superior, seja ele público ou privado. Essa mesma juventude serviu como elemento de distinção para a publicidade. Existe uma publicidade anterior a essa estética hegemônica da juventude e uma publicidade que é consequência desse domínio, que começou na segunda metade do século XX e se estende até os dias de hoje. Acreditamos que foi a publicidade, acompanhando transformações mercadológicas, que começou a estimular a competição entre as instituições, a estabelecer padrões de consumo da educação muito próximos aos padrões de consumo de bens e serviços. Como conclusões, identificamos que quanto maior o processo de financeirização, menos a juventude aparece como personagem das peças. Esse desaparecimento da juventude marca uma passagem simbólica entre dois tipos de Ensino Superior.<br>We started this thesis from an initial suspicion: Brazilian Private Higher Education has undergone important transformations, entering into the logic of commodification and becoming an object of consumption during the 1990s. In order to do so, it made use of representations of youth as a social category. From the mid-2000s, the logic of consumption intensifies and Private Higher Education goes through a process of financialization, which we are experiencing until today. We seek to prove this hypothesis through the examination of Higher Education institutions advertisements from a semiotic approach, using Discourse Analysis as a research method. Thus, among several possible objects, we have chosen youth as our analytical category, since it is the age group primarily idealized by Higher Education, whether public or private, as its target audience. This very same youth served as an element of distinction for advertising. There is a publicity prior to this hegemonic aesthetic of youth and a publicity that is the consequence of this domination, which began in the second half of the twentieth century and extends to the present day. We believe that it was advertising, following market transformations, that began to stimulate competition among institutions to establish education consumption patterns very similar to the patterns of consumption of goods and services. We have drawn conclusions that identified that the greater the process of financialization, the lesser youth appears as a character in the ads. This disappearance of youth indicates a symbolic passage through two types of Higher Education.
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Yu, Hongyan, and 俞鸿雁. "The effectiveness of anti-smoking advertising on youth smoking since 2003 : a systematic review." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2013. http://hdl.handle.net/10722/193776.
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Youth tobacco use is a major public health problem worldwide. Studies show that there is an association between exposure to anti-smoking advertising and youth smoking prevalence. Anti-smoking advertising can be used as an important tobacco control measure to prevent youth smoking.
The objectives of this review mainly focus on evaluating the effectiveness of anti-smoking advertising on youth smoking, analyzing the influential factors that may affect the effectiveness.
4 main databases, PubMed, EBSCO, Scopus and Google Scholar were included for literature searching, as well as the reference lists, and 483 related articles were found initially. After restricted by the inclusion and exclusion criteria, 11 articles were included for analysis ultimately.
According to this review, the influential factors included the exposure rate, sponsor, promotion approaches and the theme of anti-smoking advertising. Those factors have significant effects on youth’s smoking behavior and smoking prevalence. Non-tobacco industry sponsored, high exposure rate, the theme of negative life circumstance and using humor as a vehicle to deliver anti-smoking messages can be effective in reducing the smoking rate among youth. However, the methods used in the included articles were uneven, and the mechanism of the anti-smoking advertising on youth smoking is still unclear, further research should be conducted. The results of this review can still have some instructions to policy-makers on formulating tobacco control measures in the future, especially the anti-smoking program.<br>published_or_final_version<br>Public Health<br>Master<br>Master of Public Health
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Biroschak, Bart A. "Mobilization and Youth Political Engagement: An analysis of mobilization efforts utilizing political ads aimed at youth during the 2000 and 2004 fall presidential election campaigns." University of Cincinnati / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1275654992.
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Scharoun, Lisa. "Western Fashion Advertising in Mainland Urban China and its Effects on the Self Image of Youth." Thesis, Griffith University, 2009. http://hdl.handle.net/10072/365613.
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As one stands on Nanjing Lu, one of Shanghai’s main shopping streets, one gets the feeling that they could be in the heart of any major cosmopolitan western city. Tiffany rings, Jean Paul Gaultier Jeans, Gucci shoes, and Louis Vuitton handbags are advertised on huge glossy advertisements featuring waif-like Caucasian girls. One cannot help but observe that the oversized images of western models, prominently decorating the facades of modern shopping malls lining Nanjing Lu, are in sharp contrast to the crowds of Chinese pedestrians moving amongst them. The presence of luxury fashion advertising is becoming ever more apparent in the rapidly expanding Chinese market. It seems a far cry from the China of less than twenty years ago when any form of ostentation was frowned upon (Yu, 2002). As these images weave their way into the fabric of Chinese society, one has to wonder how western visual communication strategies will affect traditional Chinese values and sense of self.
When western advertising is introduced into cultures with different historical and ideological backgrounds, some discrepancy in the reading of the images is likely to occur (Wang, 2000). Culture has one of the most significant impacts on how an image is read and interpreted. Through the advancement and speed of digital media, there is a continuous displacement of images throughout the global economy. As the world becomes more of global village the dissemination of visual messages is happening so rapidly that many individuals haven’t the leisure to interpret or construct signs and symbols that fit within their established aesthetic culture. As Mizeroff (2004, p.13) explains: “the crisis of the visual subject has been brought into sharp relief under the symbiotic influences of globalization and digital culture.”
China is a nation with a vast history and relatively recent revolutionary past. Most significantly, Mainland China was totally cut off from western media and intervention from the late 1940s until the late 1970s (Hsu, 1995). Western style media, re-introduced into Mainland China with the economic reform of 1979, has fully penetrated the country in a relatively short period of time (Ibid). Youth in the age bracket of 18-35 are the most susceptible to these messages as they are the first generation to have grown up absorbing advertising messages promoting western concepts and ideologies (Li, 1998).
Fashion advertising in particular is one of the most influential types of advertising on image construction (Finkelstein, 2000). Studies in the field of visual culture inform us that today’s global visual culture is strongly influenced by western image construction. This influx of western images has led to a disorientation of culture and identity in many burgeoning consumer societies. Recent studies by Joanne Finkelstein (2000, p.229) relate that, “fashion functions to detach the consumer from local identifications and induces a sense of anomie which further enhances the attraction of conspicuous consumption.” Statistics from the China Psychology Association show that some 30 million of China’s youths are not in a sound state of psychological health which may reflect a growing instability in image and identity related to the pressures of a consumer society (China Daily, 14 March 2004). Therefore, a study of western fashion advertising and self-image construction is essential to understanding contemporary youth culture in Mainland urban China.
This thesis addresses the idea of western fashion advertising and its implied effects on identity and values of young people in contemporary Mainland urban China. Through an in-depth analysis of current fashion magazines and outdoor advertising, a survey of Chinese urban youth and personal interview of this group, this thesis relays the large scope and reach of western advertising in urban China as well as perceptions and responses to this form of advertising. Survey and interview of contemporary Chinese youth give the picture that western fashion advertising has saturated this community and communicates the concepts of advertising as a site for cultural change. This thesis addresses self-image concerns and suggests ways of creating more culture-specific advertising and marketing campaigns that meld with Chinese cultural values.<br>Thesis (PhD Doctorate)<br>Doctor of Philosophy (PhD)<br>Queensland College of Art<br>Arts, Education and Law<br>Full Text
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Carmichael, Pamela L. "Persuasion by association : a content analysis of cigarette advertisements aimed at the youth market /." Online version of thesis, 2004. http://hdl.handle.net/1850/11800.
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Battin, Justin M. "Attracted to the Medium: An Analysis of Social Behaviors, Advertising, and Youth Culture in the Emerging Mobile Era." Thesis, University of North Texas, 2011. https://digital.library.unt.edu/ark:/67531/metadc84172/.
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This thesis is a reception study that examines potential reasons why the adolescent to college aged demographic of youth culture is embracing communicative and informational mobility. The project attests that the move to mobility is motivated by two major factors, the attraction of being an early adopter of technology and the way social behaviors are made attractive in mobile marketing. Chapter 1 explores the importance of these social behaviors, as they are very much intertwined and contribute to how youth acclimate into society. Chapter 2 demonstrates that creating social distinction and cultural capital is linked to being an early adopter of technology. The remaining portion of the document examines recent mobile advertisements and why youth would be attracted to the aesthetic and thematic elements contained in the advertisements. Chapter 3 examines how Blackberry utilizes the behavior of creating and expressing identity in their advertisements. Chapter 4 focuses on how Apple has worked to create a community centered around their brand. Finally, Chapter 5 looks at how Google/Android has highlighted the acquisition, sharing, and utilization of content through the phenomenon of applications. With this project, I hope to illustrate the rationale why youth would be attracted to communicative and informational mobility.
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Mapulane, Mawethu Glemar. "Effects of televised alcohol advertisements on the drinking behaviour of youth:a case study of Praktiseer community in Greater Tubatse Municipality." Thesis, University of Limpopo, 2014. http://hdl.handle.net/10386/1416.
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Thesis ( M.A. (Media Studies)) --University of Limpopo, 2014<br>This study investigates the effects of televised alcohol advertisements on the
drinking behaviour of youth in Praktiseer community of the Greater Tubatse
Municipality. The nature and trends of alcohol consumption in South Africa are
examined. The study also focuses on the impact of alcohol exposure, and the costs
alcohol abuse can incur on the individual and society at large. The types of
advertising models and the regulatory systems in advertising were identified. Data
were collected through a self- administered questionnaire. The study hypothesised
that the exposure to alcohol advertisements influences alcohol abuse among the
youth. However, alcohol industry claims that the youth is not its niche market and
hence should not be blamed for any abusive behaviour of alcohol by the youth. Just
like the few studies interested in the effects of alcohol advertising, alcohol exposure
and alcohol abuse, the present study also reveals that televised alcohol
advertisements have a great influence in alcohol consumption among the youth in
Praktiseer community.
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Goellner, Rene Vilodre. "A publicidade na "Terra do Nunca" : as relações entre consumo, juventude e a escolha do curso de Publicidade e Propaganda." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2007. http://hdl.handle.net/10183/30823.
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A investigação examina como se articulam as relações entre o campo publicitário, as práticas de consumo e a escolha dos cursos de graduação em Publicidade e Propaganda, por parte dos jovens de duas instituições de ensino do Estado do Rio Grande do Sul, a Escola Superior de Propaganda e Marketing (ESPM), de Porto Alegre, e a FACCAT, de Taquara. Para isso, utiliza como aporte teórico a abordagem sociocultural do consumo, de Nestor García Canclini (1991 e 1993), a partir de uma releitura, na qual foi incluída a produção teórica de Pierre Bourdieu (1992, 1994 e 1998b), através das noções de habitus, capital e campo, além de outros autores. Contemplando uma estratégia multimetodológica, o estudo desvelou os elementos responsáveis pela escolha dos jovens no ingresso da profissão, destacando as representações construídas via consumo midiático, o processo de juvenilização e as condições socioculturais a que estão sujeitos.<br>This study investigates how the relations among the advertising field, consumption practices, and the choosing of undergraduate courses in Advertising are articulated by the students of two schools in the state of Rio Grande do Sul – Escola Superior de Propaganda e Marketing (ESPM), in Porto Alegre, and FACCAT, in Taquara. To this end, the study uses as theoretical basis the sociocultural approach to consumption of Nestor García Canclini (1991, 1993), in a review that includes, among other authors, the theoretical contribution of Pierre Bourdieu (1992, 1994, 1998b) through the concepts of habitus, capital, and field. Addressing the theme through a multi-methodological strategy, the study revealed the elements which are responsible for the choices made by this young population when joining the profession, highlighting the representations built via media consumption, the juvelinization process and the sociocultural conditions to which they are subjected.
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Gordon, Ross. "Critical social marketing : assessing the cumulative impact of alcohol marketing on youth drinking." Thesis, University of Stirling, 2011. http://hdl.handle.net/1893/3135.
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Alcohol related harm is one of the major public health and societal concerns in the UK. Per capita alcohol consumption has risen considerably over the last twenty years and binge drinking has increased. Alcohol related harms including crime and social disorder, lost productivity, family breakdown and health harms such as rising incidence of liver disease and increases in alcohol related hospital admissions, are considerable. Particular concern has focused upon alcohol and young people, with levels of youth binge drinking in the UK among the highest in Europe and alcohol related hospital admissions of young people increasing. Furthermore, youth drinking behaviours are strong predictors of alcohol dependence in later life and contribute to long term health harms. As a result there has been an increased focus on factors that may potentially influence youth drinking behaviours including alcohol marketing. The evidence base on the impact of alcohol marketing on youth drinking has developed since the topic was first examined in the early 1980s. Recent systematic reviews have suggested a causal link between alcohol marketing and youth drinking behaviour. However gaps in the evidence base remain. The research project presented in this PhD contains six publications which aim to address these gaps, being the first longitudinal consumer study on the impact of alcohol marketing on youth drinking in the UK. The study used a critical social marketing framework to assess the cumulative impact of alcohol marketing on youth drinking, with findings intended to help upstream social marketing efforts, inform policy and regulation and targeted behaviour change interventions. The project examined the impact of alcohol marketing across a comprehensive range of communications channels including less well researched areas such as new media and sponsorship. The project involved three discrete stages of research. First, a brand website and press audit of contemporary alcohol marketing communications in the UK was conducted, supplemented by interviews with key informants from the marketing profession and regulatory bodies. Second, qualitative focus group research was conducted with young people to explore the role and meaning of alcohol in their lives and their attitudes towards alcohol marketing. Third, a two wave cohort study design featuring a questionnaire survey was conducted to assess the impact of alcohol marketing on youth drinking. The survey consisted of a two part interviewer administered and self completion questionnaire in home with 920 second year school pupils at baseline, and follow up of a cohort of 552 in fourth year. The audit revealed that alcohol marketing is ubiquitous in the UK with most brands having a dedicated website featuring sophisticated content that appeals to youth including music, sport and video games. The press audit found that alcopop brands concentrated advertising in youth magazines, and that supermarket advertising of alcohol was considerable in the printed press. Focus group research revealed a sophisticated level of awareness of and involvement in alcohol marketing among respondents across several channels. Marketing activities often featuring content with youth appeal seemed to influence young people’s well developed brand attitudes. Cross sectional regression analysis found significant associations between awareness of, and involvement with alcohol marketing and drinking status and future drinking intentions. Bivariate and multi-variate longitudinal analysis indicated that alcohol marketing was associated with youth drinking behaviour, including initiation of drinking, and increased frequency of drinking between wave one and wave two. The implications of these findings for theory, practice and public policy are discussed.
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Griffiths, Claire. "Call on me : the cell phone : a multi-media tool of communication amongst South African youth and how it can be used to platform youth stories for media and advertising." Master's thesis, University of Cape Town, 2007. http://hdl.handle.net/11427/8121.
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Includes bibliographical references (leaves 75-80).<br>This media dissertation researches the cell phone's actual and potential role as a multimedia tool of communication amongst South African youth and looks at how it can be used to platform youth stories for media and advertising. The youth's connection to the cell phone has come to mean so much more than its actual technological functions. This media dissertation investigates the cell phone phenomenon amongst the youth of today, by looking at both local and international trends, with a more intimate focus on the current trends amongst the South African youth. It will look at the sociology of the cell phone and the culture surrounding it. It will then consider new technology and how the cell phone's role may also be a tool for leapfrogging in South Africa. It is also important to consider the negative connotations that arise with the cell phone's infiltration amongst the youth.Through analysis of recent research about the cell phone's impact on the youth here and internationally, two opposing media directions are identified: the cell phone as a tool in marketing and advertising; and the cell phone as a tool in investigative journalism. By analyzing two different areas, this media dissertation creates a broad and holistic understanding of the cell phone's potential functions through a strong literature review. Firstly, the cell phone's function in marketing and advertising will be analyzed. This media dissertation will take into account the youth market in South Africa through a case study of one of South Africa's strategic consultancy companies: Instant Grass. Through a close look at the youth market now, it will be possible to create a greater understanding of the current trends and how to capitalize on these trends. In terms of marketing and advertising, this media dissertation then discusses an advertising exercise with a youth group studying Film and Media Studies at the University of Cape Town. Secondly, the cell phone in terms of media and investigative journalism will be analysed through fieldwork done with etv's 3rd Degree. This media dissertation looks at how the cell phone could be used as a tool for youth stories by looking at the parameters involved in creating investigative stories. This chapter also takes a look at the issue of citizen journalism in the digital publishing world today and the rate at which cell phone technology is spurring this development on.
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Watts, Thomas. "How commercial is commercial radio? a content analysis of commerical speech on New Zealand youth radio : a dissertation submitted in partial fulfilment of the requirements for the degree of Bachelor of Communications (Honours) AUT University, 2008." Full dissertation, 2008.
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Lai, Man-kin, and 賴文建. "Cross-sectional and prospective associations among tobaccoadvertising, psychosocial intervening variables and smoking behavioursin Hong Kong adolescents, 1999-2003/4." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2011. http://hub.hku.hk/bib/B46676417.
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Brown, Abraham K. "Tobacco policy influence on denormalisation of smoking." Thesis, University of Stirling, 2009. http://hdl.handle.net/1893/1791.
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The social norms concept provides a fresh basis for thinking about how public health policies and campaigns impact health behaviour. Social norms offer much promise to the field of public health, nonetheless, the potential role of norms in changing health behaviour have not been fully embraced. This thesis demonstrates that one of the mechanisms by which national level policies (e.g. tobacco control) can promote health behaviour change, such as an increase in quit intentions, is by making smoking less normative and an undesirable behaviour. This study is vital as it provides a broad conceptualization of tobacco denormalisation and shows how its reasoning is able to influence normative beliefs and smoking behaviour. A review of literature was carried out to establish the generic origins of denormalisation as well as demonstrate that this approach (i.e. social norms) has been widely adopted in schools and college settings to influence health behaviour. As a broader perspective of this thinking was imperative to address public health issues at a societal level, tobacco control was employed to investigate how individual polices influence behaviour and normative beliefs. The research methodology used was pluralistic in nature, given that the majority of past tobacco control policy studies employed either quantitative or qualitative methods. Thus adopting both methods a richer amount of data would be obtained in order to generate an improved understanding of how public policy affects norms and smoking behaviour. To empirically examine the relationship between public policy, social norms and smoking behaviour a broad conceptualization was developed to investigate the normative pathways between national level tobacco policy effects on youth and adults’ smoking behaviour. Quantitative results from the longitudinal study, the International Tobacco Control (ITC) Scotland/UK survey, indicate that a comprehensive smoke-free law that covers, without exception, an entire nation (i.e. Scotland) has increased adult smokers’ perceived social unacceptability of smoking, to some extent higher in Scotland than rest of the UK which, in turn, is associated with quit intentions at follow-up, in both countries. The examination of data from the UK Youth Tobacco Policy Study (YTPS) also demonstrated that the influence of tobacco marketing awareness on adolescents’ smoking intentions is mediated by perceived norms. Prior to the enactment of the UK Tobacco Advertising and Promotion Act (TAPA), higher levels of awareness of tobacco advertising and promotion were independently associated with higher levels of perceived sibling approval which, in turn, were positively related to smoking intentions. Independent paths from perceived smoking prevalence and benefits fully mediated the effects of advertising and promotion awareness on intentions, during and after the enactment of the TAPA. Results from the qualitative study generally supported the quantitative findings and provided new insights into how adolescents’ normative beliefs and smoking behaviour are influenced by tobacco control policies. The qualitative group discussion suggests that smoke-free legislation and anti-smoking ads influence perceptions of prevalence, acceptability and smoking behaviour. A number of theoretical implications were presented, including the belief that social norms campaigns and interventions must be focal and salient in individuals’ consciousness so as to effect the desired behaviour change. A theoretical framework of the various normative mechanisms should consequently be integrated into tobacco control policies and norm-based interventions to work in a synergistic manner to influence health-related behaviour. Practical implications of this conceptualization include the view that, instead of public health interventions focusing on conventional approaches (for example, scare tactics), an appropriate strategy would be to incorporate specific information that corrects normative misperceptions and ambiguities among referent populations at individual and societal levels, with consequential normative and health behaviour change. It is recommended that future research employing tobacco industry perceptions and possibly a descriptive norm as additional normative mediators, aside from unacceptability, would be of value to examine whether smoke-free legislation influences quitting partly via changing favourable tobacco industry perceptions, social acceptability of smoking and perceived prevalence of smoking. To sum up, the findings demonstrate that societal level policy measures such as smoke-free legislation and the TAPA are critical elements of a comprehensive tobacco control program that can significantly influence adult smokers’ quit intentions and reduce adolescents’ smoking intentions respectively, by signifying smoking to be less normative and to be socially unacceptable.
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Wignall, Andrea. "Nelson Mandela Metropolitan University students' perceptions of sexualised advertisements of three South African fast food brands." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1011443.
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This research study aimed to provide the South African fast food industry and their advertising representatives with insights into 18-28-year-olds‟ perception of using sexual appeal to elicit their attention, and whether using this advertising technique is gaining positive brand recognition with this target market. This research study aimed to determine the selected sample‟s (NMMU students) perceptions of three South African fast food brands, namely KFC, Nando’s and Steers, in terms of their use of sexualised fast food advertisements. An electronic survey questionnaire was conducted with both closed and open-ended questions relating to the use of sexual appeal in advertising within the three South African fast food brands. The survey questionnaire helped determine what the selected sample‟s perceptions were of each advertisement, and whether the use of sexual appeal captured their attention. A semiotic analysis of each advertisement was conducted to determine if the advertisements do contain the use of sexual appeal, by examining the sign. This includes looking at the three aspects of a sign namely the signifier, the referent and the signified. In terms of this study, the signifier represents the T.V. advertisements; the signified represents the meaning of the advertisements and the referent represents to what the advertisements are initially referring. The results of the study indicated that each of the three fast food advertisements incorporated the use of sexual appeal in varying degrees. Respondents indicated that the sexual appeal in the advertisements was appropriate if they were directed at the right age group. The respondents indicated that these three advertisements were more likely to attract the males, in the target market and they felt that the advertisements leaned towards objectifying the women, which would be offensive to the females in the target market. It was determined that if the advertisements contained humour, they were more effective and memorable.
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Montefusco, Erica Vila Real. "A negaÃÃo do envelhecimento e a manutenÃÃo da juventude veiculados em revistas femininas: um estudo de Psicologia Social." Universidade Federal do CearÃ, 2013. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=10468.
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No presente trabalho, buscou-se investigar questÃes relativas à manutenÃÃo da aparÃncia jovem e verificar como elas sÃo divulgadas em mÃdias direcionadas ao pÃblico feminino. Nossa proposta de pesquisa ancorou-se na anÃlise de reportagens e de peÃas publicitÃrias, pesquisadas durante o ano de 2011 em trÃs revistas femininas de grande circulaÃÃo nacional: Claudia, Boa Forma e PlÃstica e Beleza. O estudo dos enunciados teve como base a Teoria CrÃtica, cujos principais expoentes sÃo Theodor Adorno, Max Horkheimer, Herbert Marcuse, Walter Benjamin e JÃrgen Habermas, alÃm deles tambÃm se baseou na anÃlise semiÃtica de Josà Luiz Aidar Prado, da PontifÃcia Universidade CatÃlica de SÃo Paulo. O material foi organizado e discutido com base em cinco categorias de anÃlise: âEfetividade dos resultados/resultados cientÃficosâ, âNovas tecnologiasâ, âPromessas que supostamente podem ser cumpridas versus possibilidades reaisâ, âSegmentaÃÃo de mercadosâ e âCelebridades como modelosâ. Apesar do fato de o Brasil ser um paÃs em processo de envelhecimento, percebe-se uma resistÃncia, especialmente por parte das mulheres, em relaÃÃo a essa fase da vida. Em meio a uma lÃgica que abrange liberdade de escolha e ao mesmo tempo rigidez de padrÃes, percebemos como a mÃdia direcionada ao pÃblico feminino indica âreceitasâ e produtos mediante os quais as leitoras podem supostamente melhorar suas vidas, suas aparÃncias e vivenciar o bem-estar prometido pelo mercado. AtravÃs deste estudo, acreditamos ter sido possÃvel suscitar reflexÃes acerca da temÃtica nÃo apenas do corpo saudÃvel, belo, feminino e jovem, mas nos questionar tambÃm acerca da visÃo de envelhecimento que a mÃdia nos fornece e como somos por ela influenciados.
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Millhouse, Llewellyn David. "Fantasy in Public." Thesis, Griffith University, 2018. http://hdl.handle.net/10072/380458.
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This thesis consists of artworks and an exegesis in response to the question: How can the appeal of advertising narratives aimed at contemporary Australian youth culture be scrutinised through restaging narrative content? The exegesis will be structured around a chronological reflection on studio outcomes, interspersing evaluation of exhibited works with relevant theoretical frameworks and significant practices within this field of research. In response to the dense implicit ideological content of narrative in advertising and the historical field of cultural texts responding to consumer capitalism, the central argument of this exegesis will formulate a practical research methodology that enacts sustained scrutiny of an advertisement’s narrative appeal. In working towards a research methodology, this exegesis will assess the potential of appropriative art production to critically respond to contemporary youth-oriented advertising. Taking into account the pervasiveness of oppositional and ironically complicit narratives within contemporary advertising culture, this research will use a method of appropriation as over-identification to restage advertising narratives that relate to my personal experience, my identity and the values of my community.<br>Thesis (PhD Doctorate)<br>Doctor of Philosophy (PhD)<br>Queensland College of Art<br>Arts, Education and Law<br>Full Text
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Mello, Luciana Maria Hoff de. "Campanhas publicitárias 'vendendo saúde' : discurso 'científico' e consumo construindo modelos de visa saudável." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2009. http://hdl.handle.net/10183/18261.
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Contemporaneamente, no mundo midiatizado, pode-se afirmar que campanhas publicitárias, de certa forma, educam, regulam e disciplinam determinados modos de 'vida saudável', podendo ser entendidas como uma pedagogia cultural. Sendo assim, o objetivo desta dissertação é analisar como os discursos veiculados em campanhas publicitárias de alimentos 'saudáveis' contribuem para a (re)produção do dispositivo da saúde. O material de análise constitui-se de campanhas publicitárias de dois produtos alimentícios - Iogurtes Activia (Danone) e Sucos Fruthos (Schincariol) - e de conversas em grupo com jovens garotas, estudantes de duas escolas particulares e uma pública, da cidade de Porto Alegre-RS. São analisados os discursos presentes em tais campanhas, dando visibilidade a alguns modos de produção de cuidados de saúde e de práticas corporais, realizados por essas jovens garotas e acionados pelos artefatos culturais citados. Tais discursos são tratados como parte de um imperativo da 'vida saudável'. Os caminhos teórico-metodológicos para a pesquisa estão inscritos no campo dos Estudos Culturais e das teorizações de Michel Foucault, principalmente, no que se refere aos conceitos de discurso, dispositivo e norma. A cultura do consumo, articulada ao campo da publicidade, também permeia as análises. Dentre os achados, observa-se que as jovens entrevistadas - ao serem provocadas por imagens dos referidos anúncios - demonstram serem subjetivadas por eles, realizando práticas de cuidados corporais e [re]produzindo determinadas atitudes de consumo, 'ensinadas' pelos anúncios, ainda que, em determinados momentos, expressem alguma crítica aos mesmos. Além disso, inúmeros discursos científicos utilizados nos anúncios selecionados reforçam o que chamo, neste estudo, de dispositivo da saúde. Igualmente, esse dispositivo parece produzir determinadas disciplinas e práticas de automonitoramento nos consumidores, levando a uma regulação normativa dessas práticas que são veiculadas pelos discursos como modelos de 'vida saudável'.<br>Contemporaneously, in the midiatized world, one can state that advertising in some way, educate, regulate and govern certain modes of 'healthy life', and can be understood as a cultural pedagogy. Therefore, the objective of this dissertation is to examine how discourses presented in advertising of 'healthy' food help to the (re) production of device health. The material for analysis includes: two advertising campaigns about two different food products - Yoghurt Activia (Danone) and Fruthos Juice (Schincariol) - and conversations with two groups of teenagers girls; one formed for girls from two private schools and the other one for girls from one public school in Porto Alegre-RS. From the campaigns speeches analysis was possible to perceive modes of health care and bodily practices for teenager girls, driven by these cultural artifacts. Such speeches are treated as a vital part of 'healthy life'. The theoretical and methodological efforts for research are included in the field of Cultural Studies and the theories of Michel Foucault, especially as regards the concepts of speech, and standard device. The culture of consumption, linked to the field of advertising, also permeates the analysis. Among the findings, it was possible to observe that when the teenager girls were caused by the advertising campaigns images - they showed to be subjectfied by them, making practices of body care and [re] producing certain practices of consumption 'taught' by the advertising campaigns, although, in certain moments, they expressing some criticism of them. Moreover, many scientific words used in these advertising campaigns reinforce what in this study is called device health. Also, this device seems to produce certain disciplines and practices of self monitoring on the consumers, leading to a normative regulation of such practices which are expressed by speeches as models of 'healthy life'.
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Lee, Yen-Ping. "A study of Taiwanese sixth grade students' responses to self-selected advertisements." [Kent, Ohio] : Kent State University, 2009. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=kent1247493417.
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Thesis (M.A.)--Kent State University, 2009.<br>Title from PDF t.p. (viewed Mar. 26, 2010). Advisor: Koon-Hwee Kan. Keywords: Visual culture; advertisements; Taiwanese; elementary school students. Includes bibliographical references (p. 173-181).
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Costa, Adriana Modesto. "O masculino na publicidade da Playboy: a construção da figura do homem nos anúncios da revista." Pontifícia Universidade Católica de São Paulo, 2014. https://tede2.pucsp.br/handle/handle/4595.
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Made available in DSpace on 2016-04-26T18:13:48Z (GMT). No. of bitstreams: 1
Adriana Modesto Costa.pdf: 47464396 bytes, checksum: 2d6208569cb8d47c1de66d675fc9f66b (MD5)
Previous issue date: 2014-02-18<br>This research aims to investigate the main representations of man (the
masculine) in commercials published in the largest and most significant
monthly magazine targeted to the Brazilian s male audience, Playboy.
Therefore, the project studies the construction of the man s figure in these
ads, crucial to the understanding of the imagery built by the persuasive
speech of advertising in the process of creating a model based on a social
narcissistic culture with a prominent profile in the media. The research s
corpus consists of analyzes of full-page and double-page ads in 24 editions of
Playboy magazine making a methodological
cutout of 2005 and 2009 when
the magazine reached its highest and lowest drawing, respectively, audited by
the Checker Circulation Institute of Brazil. The visual appeal of advertising
campaigns offers the possibility to split announcements, broken down into
thematic groups. The contribution of Christopher Lasch s work emphasizes
the way that advertising presents youth as a salable commodity in the culture
of narcissism. The interpretation of the advertisements language and the
communicative potential of each advertising piece are provided by the
peircean semiotics analysis widely addressed by Lucia Santaella. The
research is contextualized with the ongoing transformation imposed to the
subject as a consumer from the studies of Zygmunt Bauman, bringing hyper
consumption generated by the media, the entertainment industry and
advertising<br>Esta pesquisa tem como objetivo investigar as principais
representações do homem (o masculino) nos anúncios publicitários
veiculados na maior e mais relevante revista mensal segmentada do público
masculino brasileiro, Playboy. Para tanto, o projeto estuda a construção da
figura do homem nestes anúncios, crucial para o entendimento do imaginário
construído pelo discurso persuasivo da publicidade no processo de criação
de um modelo social baseado em uma cultura narcisista com um lugar
preponderante na mídia. O corpus da pesquisa consiste em análises de
anúncios de página inteira e de página dupla de 24 edições da revista
Playboy, fazendo um recorte metodológico dos anos 2005 e 2009, em que a
revista atingiu a maior e a menor tiragem, respectivamente, auditadas pelo
Instituto Verificador de Circulação. Os apelos visuais das campanhas
publicitárias oferecem a possibilidade de dividir os anúncios, discriminandoos
em grupos temáticos. O aporte da obra de Christopher Lasch enfatiza a
forma pela qual a publicidade apresenta a juventude como uma mercadoria
vendável na cultura do narcisismo. A interpretação da linguagem dos
anúncios e do potencial comunicativo de cada peça publicitária é fornecida
pelas análises da semiótica peirceana amplamente abordada por Lucia
Santaella. A pesquisa é contextualizada com a permanente transformação
imposta ao sujeito na condição de consumidor a partir dos estudos de
Zygmunt Bauman, trazendo o hiperconsumo gerado pela mídia, indústria do
entretenimento e publicidade
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Фомина, А. Д., та A. D. Fomina. "Влияние участия медийных лиц в рекламных кампаниях на потребительский выбор молодежи : магистерская диссертация". Master's thesis, б. и, 2021. http://hdl.handle.net/10995/100789.
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Автором рассматриваются различные подходы к изучению потребительского поведения, раскрываются коммуникативные характеристики рекламы и механизмы ее влияния на потребительский выбор молодых людей, формулируется понятие «медийное лицо», а также выявляются особенности рекламы с участием медийных лиц как инструмента влияния на потребительский выбор молодежи. На основе результатов эмпирического исследования, проведенного с использованием методов онлайн-опроса и экспертного интервью, определены характеристики медийного лица (авторитетность, экспертность, привлекательность), влияющие на потребительские намерения и оценку привлекательности бренда и рекламы. Делается вывод о том, что медийные лица в рекламе положительно влияют на потребительский выбор молодежи, при этом на него оказывает влияние и то, насколько медийное лицо сочетается с рекламируемым продуктом. Диссонанс между медийным лицом и типом продвигаемого им продукта снижает привлекательность бренда и самой рекламы.<br>The author examines various approaches to the study of consumer behavior, reveals the communicative characteristics of advertisement and the mechanisms of its influence on the consumer choice of young people, formulates the concept of “media person”, and also identifies the features of advertisement with the media persons' participation as an impact tool on the consumer choice of young people. Based on the results of an empirical study conducted using online survey methods and expert interviews, the characteristics of a media person (authority, expertise, attractiveness), influencing on consumer intentions and attractiveness of a brand and advertisement, were determined. It is concluded that the media person in advertising has a positive effect on the consumer choice of young people, while it is also influenced by the extent to which the media person is combined with the advertised product. The dissonance between the media person and the type of product he is promoting reduces the attractiveness of the brand and the advertisement itself.
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Critchlow, Nathan. "An investigation into digital alcohol marketing and user-created alcohol promotion, and the association with young adult's alcohol-related knowledge, attitudes, and behaviour." Thesis, University of Stirling, 2017. http://hdl.handle.net/1893/25798.
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Context: There are two ways that digital media may influence alcohol use. The first is commercial alcohol marketing. The second is user-created alcohol promotion, defined as content distributed through new media that promotes consumption, but independent of commercial marketing. This thesis explores how both types of content promote alcohol, what association there is between exposure and alcohol-related attitudes and behaviour, and the differences between marketing and user-created promotion. Method: A mixed method design was employed, divided into two studies. The first was a content analysis of the design features, topical references, and messages suggested about alcohol in digital marketing and user-created promotion on Facebook, Twitter, and YouTube. The second was a cross-sectional survey with young adults (n = 405). This measured awareness of, and participation with, digital marketing and user-created promotion, and the association with consumption, higher-risk drinking, brand recall, expectancies, and drinking motives. Results: The content analysis found that digital marketing had personalised designs which contained subtle and positive messages about consumption, whereas user-created promotion had simpler designs, displayed little ethical practice, and contained overt messages about higher-risk drinking. The cross-sectional survey found that young adults were aware of, and participating with, both digital marketing and user-created promotion, with exposure greater for the latter. Exposure to both types of content was positively associated with alcohol use, higher-risk consumption, and drinking intentions. User-created promotion had a stronger association with all outcomes than marketing. The association between exposure and consumption, for both types of content, was mediated through drinking motives and expectancies. Conclusion: Young adults are aware of, and participating with, a range of digital marketing and user-created promotion. That such exposure is associated with alcohol-related attitudes and behaviour highlights the potential of new media to influence alcohol consumption. Further research is required to better understand young people’s experience with digital media and the challenges of addressing online health risk messages.
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Maknavičiūtė, Vaida. "Alkoholinių gėrimų reklamos situacija Lietuvoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080620_113922-13237.
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Darbo tikslas. Išanalizuoti alkoholinių gėrimų reklamos situaciją Lietuvoje, gyventojų požiūrį į jos draudimą.
Darbo uždaviniai.
1. Išanalizuoti esamą alkoholinių gėrimų reklamą.
2. Nustatyti moksleivių požiūrį į alkoholinių gėrimų reklamą.
3. Nustatyti gyventojų požiūrį į alkoholinių gėrimų reklamos draudimą.
4. Išanalizuoti esminius reklamos kūrimo principus, įvertinti jų naudojimą reklamuojant alkoholinius gėrimus.
5. Įvertinti esamos alkoholinių gėrimų reklamos atitikimą egzistuojančiai įstatyminei bazei, jos pobūdį.
Tyrimo metodika. 2007 m. rugsėjo mėn. alkoholinių gėrimų reklamos monitoringo duomenų analizė. Viešosios nuomonės tyrimas. Alkoholinių gėrimų reklamos analizė, atitikimas įstatyminei bazei. Kokybinis moksleivių nuomonės tyrimas.
Rezultatai. Lyginant televiziją, spaudą, radiją bei lauko reklamą, daugiausiai alkoholinių gėrimų reklamų 2007 m. rugsėjo mėnesį buvo televizijoje, čia reklama pasiekia daugiausiai gyventojų. Nors stipriųjų alkoholinių gėrimų reklamos transliacijos laikas televizijoje ribojamas, tačiau jas matė 56 proc. tyrime dalyvavusių moksleivių, o 44 proc. apklaustųjų nurodė stipriųjų alkoholinių gėrimų reklamas matę spaudoje. Beveik pusė apklaustų respondentų pritaria alkoholinių gėrimų reklamos uždraudimui. Nors alkoholis yra ypatinga ir valstybės kontroliuojama prekė, jo reklamai naudojamos beveik visos priemonės, kurios naudojamos ir kitų prekių ar produktų reklamai.
Išvados.
1. Dažniausiai alkoholiniai gėrimai reklamuojami televizijoje ir... [toliau žr. visą tekstą]<br>Aim of the study. To analyze the situation of alcohol advertising in Lithuania and the attitude of Lithuanians towards the ban of alcohol advertising.
Objectives.
1. To analyze the advertising of alcoholic beverages.
2. To identify the attitude of school students towards the advertising of alcoholic beverages.
3. To determine the attitude of Lithuanian inhabitants towards the ban of alcohol advertising.
4. To analyze the fundamental principles of how advertising is being created and to estimate its application while advertising alcoholic beverages.
5. To evaluate if the current advertisements of alcoholic beverages conform with the present legal basis and its nature.
Methods. Gathered data analysis using monitoring of alcoholic beverage advertisements. Public opinion poll. Advertising analysis of alcoholic beverages and its conformance with legal basis. The quantitative school’s pupil’s survey.
Results. After comparing the number of advertisements showed on television, print press, radio and outdoor ads showed in September of 2007, it was identified that most of alcoholic beverage ads were showed on TV, as this kind of advertising reaches the majority of people. Although the broadcast time for advertising strong alcoholic beverages on TV is restricted, these ads were seen by 56 percent of pupils participating in the research and 44 percent admitted seeing strong alcoholic beverage ads in the printing press. Almost half of the polled pupils approve the banning of advertising... [to full text]
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Velazquez, Cayley Erin. "The influence of food and beverage advertising on youth : an eye-tracking approach." Thesis, 2012. http://hdl.handle.net/2152/ETD-UT-2012-05-4999.
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Overweight and obesity are influenced by many factors, however, food and beverage advertising and its influence on the dietary preferences and choices of youth is important. Models providing explanations for the association between advertising and youth outcomes have been proposed, yet few have been tested. Therefore, the purpose of this study was to examine how objective measures of attention to food and beverage advertising were associated with the (1) unhealthy food and beverage preferences (2) unhealthy food and beverage choices and (3) overweight/obesity status of youth, and how susceptibility to food and beverage advertising moderated these associations.
Participants included 102 youth (m age = 11.6; 56.4% Caucasian; 43.1% female) who viewed 40 food and beverage advertisements on a computer and had their eye movements recorded. Attention measures included total time, total unhealthy time, fixation length (animated characters/branded logos, unhealthy food and beverage items), and fixation count (animated characters/branded logos, unhealthy food and beverage items). Participants self-reported susceptibility to food and beverage advertising, unhealthy food and beverage preferences, unhealthy food and beverage choices, and overweight/obesity. Regression models, controlling for gender, and moderation analyses were conducted.
Fixation length and count for unhealthy food and beverage items were each positively and significantly associated with unhealthy food and beverage preferences. Fixation count for unhealthy food and beverage items was positively and marginally associated with unhealthy food and beverage choices. Findings indicate that individuals who look longer and more frequently at unhealthy food and beverage items appear to prefer them, and may also choose them. Susceptibility to food and beverage advertising moderated the association between fixation count for animated characters/branded logos and BMI z-score, suggesting that under conditions of high susceptibility to food and beverage advertising, those with a higher fixation count for animated characters/branded logos had a lower BMI z-score.
Future research should include longitudinal studies, as well as work which examines the role of other potential moderating variables. Findings may have important implications for use in intervention programs, in the development of advertising messages for healthy food and beverage items, and/or policy initiatives aimed at changing the landscape of food and beverage advertising.<br>text
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Moodley, D. "Exploring exposure to television alcohol advertising and harmful aicohol use among South African youth." Thesis, 2016. http://hdl.handle.net/10539/21546.
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A research report submitted to the School of Public Health, University of the Witwatersrand in partial fulfilment of the requirements for the degree of Master of Public Health
2 June 2016<br>Youth are targets of alcohol marketing (World Health Organization, 2010a). Studies conducted in South Africa indicate an increasing trend in the prevalence of drinking among youth (Rehm et al., 2004). Nationally, 49.2% of learners had drunk one or more drinks of alcohol (e.g. a beer, a glass of wine, or a ‘tot’ of brandy) in their lifetime, with significantly more males (53.8%) than female (44.9%) learners consuming alcohol. (Omardien et al., 2013). The same study found that 12.4% of learners reported having the first drink before the age of 13 years. Early alcohol initiation remains a concern and binge drinking is increasing, especially among females (Ramsoomar and Morojele, 2012).
One of the key considerations to reduce harmful alcohol use in South Africa is to place restrictions on alcohol advertising. This process was initiated in 1997 as part of a policy initiative to reduce the harmful impact of alcohol, but this was delayed (Parry, 2010). Hence, youth in South Africa are still exposed to alcohol marketing on television (TV) and other media. This study aimed to explore associations between TV alcohol advertising exposure and youth drinking patterns.
Methods
This is a secondary analysis of data from the National Communication Survey (NCS), a national cross sectional study that included data on TV exposure and alcohol-related behaviours in South Africa. The alcohol advertisements that were broadcast in each of the national television stations during the study period were also explored to establish the plausibility of exposure of youth to such advertisements. For this study, the sample was restricted to youth aged 16 - 24 years. Descriptive data on their alcohol use patterns and exposure to television were explored and tests of association were conducted for categorical outcomes, e.g. never having drunk, ever having drunk, binge drinking and problem drinking, and other variables, e.g. socio-demographic characteristics and TV viewership at the 95% confidence level.
Results
The prevalence for the three alcohol drinking patterns in the total sample of youth were 34.9% having ever drunk; 20.7% binge drinking; and 14.0 % problem drinking. Of those who had ever drunk, 60.5% engaged in binge drinking and 41.2% had problem drinking, with males outnumbering females. A number of other characteristics, beyond sex, were also associated with the drinking patterns, including age, education, employment, socio-economic status (SES), and race. The nature of these associations varied according to the drinking patterns, namely, having ever drunk, binge drinking and problem drinking. The frequency of television viewership was associated with the three drinking patterns of the youth. All four television channels had relatively high numbers of alcohol advertisements during the NCS data collection period, meaning that youth reporting television exposure were also likely to have seen alcohol advertisements. The implications of these findings are discussed in light of the broader literature on youth drinking patterns, television viewership patterns and alcohol advertising.
Conclusions
Youth drinking patterns, particularly binge drinking and problem drinking, are of concern. Given that exposure to TV was associated with drinking and all channels had high numbers of alcohol advertisements, restrictions on alcohol advertising on TV should be considered to prevent or reduce alcohol-related harm among South African youth.<br>MB2016
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Fullwood, Marvin Dottington. "Transit Advertising with Alcohol and Violent Content on Public Platforms: A Descriptive Study of Advertisements Within the New York City Subway System." Thesis, 2018. https://doi.org/10.7916/D8058ZC9.
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Two of the most important behaviors affecting youth are alcohol use and aggression. Advertisements that promote alcohol consumption and display aggressive images and words may influence attitudes and behaviors of youth. While there is considerable research on these kinds of advertisements in various media channels, there is limited research describing such advertising within public transit systems. The purpose of this study was, therefore, to describe and prevalence and characteristics of advertisements about alcohol and with violent content on the platform walls of the New York City subway system.
Methods: A cross-sectional design with direct observations was used to document all advertisements in four boroughs: Bronx, Brooklyn, Manhattan, and Queens. Subway stations with and without advertising were identified and selected characteristics of advertisements about alcohol and with violent content were described. The presence of advertisements was examined based on racial/ethnic and income characteristics of station location using logistic regression.
Results: Of 472 subway stations observed, 143 contained 8,737 advertisements, including duplicates. Of the 143 stations with any type of advertisements, 76 (53.1%) displayed one or more alcohol advertisements while over 95% included one or more advertisements with violent content (136 of 143). Of the 8,737 advertisements observed, 129 (1.5%) were for alcohol (including three public service messages) and 1,154 (13.2%) had violent content. Almost two-thirds of the 129 advertisements about alcohol were for beer. There were 144 advertisements that pictured guns. Not one public service announcement for violence prevention was observed. Examination of the presence of advertisements based on racial/ethnic and income characteristics of station location (n = 454 with complete data) showed no differences for advertisements with violent content, but greater odds of alcohol advertisements being present in locations with a higher percentage of Black population. Considerable variability existed between neighborhoods within each borough.
Conclusions: Almost 9,000 advertisements were documented in this study. Despite the low number of advertisements about alcohol, one or more such advertisements was present in over one-half of the stations with advertising. Advertisements with violent content were pervasive. Recommendations focus on how public transit spaces can be used more productively to help cultivate caring communities.
31
Mposi, Zwanga Sonia. "The role that advertising plays in alcoholic beverage consumption patterns of the youth of Tshwane." 2014. http://encore.tut.ac.za/iii/cpro/DigitalItemViewPage.external?sp=1001537.
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M. Tech. Marketing<br>The primary objective of this study was to investigate the role that advertising plays in alcoholic beverage consumption patterns of the youth of Tshwane. Several secondary research objectives were set which include: examining the overall alcoholic beverage consumption of young people, the alcoholic beverage types and brands consumed, exposure to alcoholic beverage brand advertising, exposure to media in which alcoholic beverages are advertised, differences between males and females with regards to their consumption of alcoholic beverages as well as the alcoholic beverage types they consume, the relationship between age and alcoholic beverage consumption, income and alcoholic beverage consumption and other factors that can influence young people to consume alcoholic beverages.
32
Bongiorno, Anne Elizabeth Watson. "Evaluation of smoking prevention television advertisements by middle school youth effects of gender, ethnicity, and grade level /." 2003. http://etd1.library.duq.edu/theses/available/etd-12192003-145513/.
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Ledwaba, Leshata Peter. "Evaluating the influence of alcohol advertising on alcohol consumption among the youth in the Vaal Region / Leshata Peter Ledwaba." Thesis, 2015. http://hdl.handle.net/10394/15359.
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The aim of this study was to evaluate the relationship between alcohol advertising and alcohol consumption among the youth in the Vaal triangle, south of Gauteng. The study was conducted in four high schools under Sedibeng West District of the Gauteng Department of Education. A quantitative approach in the form of a questionnaire was used to conduct the research.
Results obtained indicated that there is no significant correlation between alcohol advertising and alcohol consumption among the respondents. Drawing on the findings and literature review, recommendations were made to government, the liquor industry and schools that participated in the study. Limitations of the study were identified and recommendations were made for the benefit of future research.
The primary and secondary objectives of the study were successfully realised in this study.<br>MBA, North-West University, Potchefstroom Campus, 2015
34
Latimer, Lara Adrienne. "Direct observations of in-school food and beverage promotion : advances in measures and prevalence differences at the school-level." Thesis, 2013. http://hdl.handle.net/2152/26107.
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Previous research shows that food/beverage promotions are prevalent in traditional channels, such as television, and that children's exposure to these promotions may be associated with dietary- and weight-related outcomes. However, little research has been conducted on in-school food/beverage promotions, despite evidence that promotions are present in schools and that similar associations between students' exposure to promotions and weight-related outcomes may exist. In an attempt to better understand in-school food/beverage promotions, the current study was undertaken. Specifically, the reliability of a new electronic tool to document direct observations of in-school food/beverage promotions was examined. Direct observation data, using the new tool, were collected in 30 middle schools in central Texas, and a new coding system was developed to categorize and quantify these data. Analyses were run to examine percent agreement between records for intra- and inter-rater reliability. Analyses were also run to assess percent agreement between coded records in order to examine inter-rater reliability for the new coding system. Descriptive analyses on direct observation data were conducted in order to further examine the types and prevalence of food/beverage promotions. T-tests were run to examine variations in food/beverage promotions by school-level differences including economic disadvantage and percent minority. Overall, sufficient intra- and inter-rater reliability was established for the new electronic data collection tool. Sufficient inter-rater reliability was found for the new coding system. Direct observation data showed that food and beverage promotions are prevalent in central Texas middle schools, particularly those displaying nutrition education messages, commercial products, brand logos, and unhealthier food/beverage items. Additionally, a higher prevalence of food and beverage promotions, especially for less healthy products, and those displaying commercial brands and visible logos, were found to vary by school-level differences. Specifically, lower economically disadvantaged and lower percent minority schools had significantly higher levels of these types of promotions, as compared to higher economically disadvantaged and higher percent minority schools. Future studies should further examine prevalence of and school-level differences regarding in-school food/beverage promotions, and if these promotions are associated with dietary- and weight-related outcomes. Results may inform stricter policies regarding in-school food/beverage advertising aimed at youth.<br>text
35
Huang, Ying-tzu, and 黃盈慈. "Grasp the Key that Drives Youth Votes: The Effect of Temporal Focus on Campaign Advertising Design and Endorser Selection." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/6j7cf2.
Pełny tekst źródłaStreszczenie:
碩士<br>國立中山大學<br>行銷傳播管理研究所<br>104<br>During the elections, the young people always complained does not stand out to vote, even is called politically apathetic. In spite of many young people brave to participate the citizen movement on the social network. However, the population who join the movement is not able to reflect the actual turnout. Some researchers suggest that young voters not willingly to vote are because of low sense of political participation and political efficacy, even they are not really understood regarding the political information. Therefore in a campaign advertising for young voters mostly won’t be able to present too many information, mainly integrates the emotion atmosphere take music as the main design concept or use endorser''s recommendation to lifts the candidate or party''s awareness and the familiarity.
This research purpose to understand the campaign advertising how to influence young voters decision making. Will produce what kind of advertising effectiveness when taking the young voter''s temporal focus as the main inference foundation, and advertising appeal different temporal focus with excited or calm music in campaign advertising? Additionally, advertising appeal matching with music, then add in the endorser advertisement effect are also explored.
Experiment use minute television campaign advertising as stimulus. The experimental manipulation independent variables were advertising appeal (present vs. future), music (calm vs. excited), the endorser (celebrity vs. non- celebrity), and recommendation party (KMT vs. DPP). The results reveal the following 5 conditions. The campaign advertising (1) appeals the temporal focus is future, compare with the present focus; (2) music use excited song, compare with calm song; (3) uses the celebrity to endorse; (4) while using excited song, compares with the present focus matching future focus; using calm song and celebrity to endorse (5) while the endorser is celebrity matching the calm song, non- celebrity matching future focus or excited song will able to generate the good advertising effectiveness of young voters. But there is some attentive situation. (1) While using the calm song, no matter appeals the temporal focus is future or the present guides, won’t be able to generate the different effectiveness to the young voters. (2) When celebrity as an endorser, the advertising appeal with different temporal focus loses the effect to the young voter. This research contributes to suggest the campaign teams to design the advertisement of the young voter, moreover to provide the temporal focus , a young voter, campaign advertising appeal, campaign advertising music, politics endorsement and so on the research theoretical implications.
36
Chen, Chi-Wei, and 陳志維. "The advertising effect of similarity between beer brands image and youth leisure motivation appeals─On the moderating role of spokesperson gender." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/nv8tjp.
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碩士<br>輔仁大學<br>餐旅管理學系碩士班<br>100<br>The purpose of this study was to investigate the similarity between the appeals of leisure motivation and brand image in the beer advertisings, spokesperson, as well as the interactions of the similarity of brand images and leisure motivation and spokesperson.
This study adopts a experimental design. This pre-test employs four leisure motivation tends to the find the high similarity and low similarity with beer brand image. Based on the results of the first stage, and adopts the spokesmen of the different gender, this study develops four experimental advertising. Thus, this study employs 2x2 experimental design.
The subjects are Adolescent between the ages of 15-17. They are selected stratified cluster random sampling method. Questionnaires were sent to 377 people for survey and 377 responses were valid data and were used in the data analysis by a statistic program, SPSS 18.0.
The finding are: 1. Low similarity of Brand images and leisure motivation has a positive impact on future purchase intentions. 2. Female spokesperson has a positive impact on advertising attitude and brand attitude. 3. The interaction between similarity of Brand images and leisure motivation and spokesperson gender have significant influences on image transfer.
37
Omo-Obas, Promise. "The influence of political party branding on voting brand preference among the youth in South Africa." Thesis, 2017. https://hdl.handle.net/10539/24132.
Pełny tekst źródłaStreszczenie:
Thesis (M.Com.)--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Business and Economic Sciences, 2017<br>With an increase in competition in the political sector, there is a paradigm shift as parties revert to branding to influence voters’ political party brand preference. Political marketing is one of the most important aspects of developing industry which affects institutions, people and the involvement of successful candidates in the modern generation of politics. Therefore, it is of interest to examine how political party branding can enhance brand preference of the voters. Although several studies have explored political marketing and factors influencing university students’ intention to vote using various mediums, few studies have explored distinctive cues as a holistic concept in investigating the effect on youth of brand image and brand preference. More precisely, few studies have explored this topic in a political context among the youth in South Africa. This research purpose is to determine whether political party branding influences voting brand preference among the youth in South Africa, through the means of the proposed conceptual model, brand identity, positive word of mouth and brand authenticity as the predictors, brand image as the mediating variable, and brand preference as the outcome variable. The current study undertakes a quantitative approach, where 379 questionnaires were received from the respondents, (University of the Witwatersrand students), to explore the influence of political party branding on voting brand preference among the youth in South Africa. The data was analysed using structural equation modelling and Amos 23.0. Findings support all five proposed hypotheses. Hence indicating that brand identity, positive word of mouth and brand authenticity, influences brand image and brand preference. The contribution of this study is to provide general information to guide political parties or politics in South Africa in developing marketing / branding strategies based on the concept of brand preference. These contributions will help different types of political parties in having the knowledge of the critical role of brand preference and its implementation in the political marketing context. Theoretically, it is positioned in political marketing and adds to empirical literature that focuses on political branding, branding and voters’ preference in political parties. Lastly, by examining the predictors’ variables and their influence on brand image and brand preference, the findings provide political parties with a better understanding of branding strategies that can be implemented to influence voters’ preference before, during and after a campaign through comprehensive political branding.<br>XL2018
38
Horáková, Zuzana. "Sféry vlivu? reklama na YouTube a fenomén hipster." Master's thesis, 2018. http://www.nusl.cz/ntk/nusl-384559.
Pełny tekst źródłaStreszczenie:
This research seeks to address the topic of the influence of the YouTube advertising on society as seen by the members of hipster subculture. This work aims to explore the attitude of hipsters towards the YouTube thanks to an analysis of the interviews and also with the help of a theoretical framework of core concepts such as subculture, hipster, lifestyle or advertising practices. The reason I address hipster attitudes is the fact, that hipster phenomenon has become widespread nowadays. Moreover, those individuals are associated with skeptical stance towards the mainstream trends. Therefore, I have decided to confront the ostensibly distrustful view of hipsters towards YouTube as a representative of modern mainstream and then analyze self-proclaimed attitudes of hipsters as such.
39
Кривець, Богдан Миколайович. "Соціальна реклама в Україні як фактор формування позитивно спрямованої поведінки молоді". Магістерська робота, 2020. https://dspace.znu.edu.ua/jspui/handle/12345/4389.
Pełny tekst źródłaStreszczenie:
Кривець Б. М. Соціальна реклама в Україні як фактор формування позитивно cпрямованої поведінки молоді : кваліфікаційна робота магістра спеціальності 231 "Соціальна робота" / наук. керівник О. О. Широбокова. Запоріжжя : ЗНУ, 2020. 84 с.<br>EN : Research purpose is to study social advertising in Ukraine as a factor in forming
positively oriented youth behavior.
Research object is the social advertising in Ukraine.
Research subject is the social advertising in Ukraine as a factor in forming
positively oriented youth behavior.
Research methods are analysis, synthesis, induction, deduction. It is advisable to
conduct a comprehensive study with a combination of several approaches and methods,
namely specific historical, institutional, systemic, structural and functional.
Research hypothesis is that correctly created and used social advertising is a
factor in forming positively oriented youth behavior.
Conclusions: 1. Social advertising is very important as it lays the foundation of
society with its moral norms and regulations. Creating social advertising that is
psychologically effective and has an educational impact on the younger generation
should be one of the main tasks, because it is possible to create a healthy conscious
nation that will develop the country and build its future.
2. Social advertising can not only shape the needs, interests, motives, guidelines
governing the behavior of the individual, but also change the social behavior of
individuals and social groups, not only act as a factor determining consumer behavior
regarding the subject, service, information contained in advertising, but also facilitating
the transition of consumers from one social group to another.<br>UA : Мета дослідження: дослідити соціальну рекламу в Україні як фактор
формування позитивно спрямованої поведінки молоді.
Об’єкт дослідження: роботи є соціальна реклама в Україні.
Предмет дослідження: соціальна реклама в Україні як фактор формування
позитивно спрямованої поведінки молоді.
Методи дослідження: аналіз, синтез, індукція, дедукція. Доцільним є
комплексне дослідження з поєднанням декількох підходів та методів, а саме
конкретно-історичного, інституціонального, системного, структурного та
функціонального.
Гіпотеза: правильно створена та використана соціальна реклама виступає
фактором формування у молодого покоління позитивно спрямованої поведінки.
Висновки: 1. Соціальна реклама є дуже важливою, вона закладає
фундамент суспільства з його моральними нормами і приписами. Створити
соціальну рекламу, яка була б ефективною з психологічної точки зору і
здійснювала виховний вплив на молоде покоління, має бути одним з головних
завдань, адже саме завдяки цьому можна створити здорову свідому націю, яка
буде розвивати країну й будувати її майбутнє.
2. Соціальна реклама може не тільки формувати потреби, інтереси, мотиви,
настанови, які регулюють поведінку індивіда, але й змінювати соціальну
поведінку індивідів і соціальних груп, не лише виступати фактором, що визначає
поведінку споживачів стосовно предмета, послуги, інформації, які містяться в
рекламі, але і сприяти переходу споживачів з однієї соціальної групи в іншу.
40
Васютинський, Євген Вікторович. "Соціальна реклама як технологія соціальної роботи з молоддю". Магістерська робота, 2021. https://dspace.znu.edu.ua/jspui/handle/12345/6161.
Pełny tekst źródłaStreszczenie:
Васютинський Є. В. Соціальна реклама як технологія соціальної роботи з молоддю : кваліфікаційна робота магістра спеціальності 231 "Соціальна робота" / наук. керівник І. С. Цапліна. Запоріжжя : ЗНУ, 2021. 79 с.<br>UA : Мета дослідження: вивчити соціальну рекламу як технологію соціальної
роботи з молоддю.
Об’єкт дослідження: молодь як категорія клієнтів соціальної роботи.
Предмет дослідження: соціальна реклама як технології соціальної роботи
з молоддю.
Методи дослідження: аналіз, синтез, індукція, дедукція, структурно-
функціональний, аналіз статистичних даних.
Новизна дослідження: полягає у тому, що у ньому пропонуються заходи
щодо поліпшення системи використання соціальної реклами у роботі з молоддю.
Гіпотеза: 1. Соціальна реклама є значимою технологією в межах
соціальної роботи з молоддю в цілому. 2. Науково обґрунтована розробка і
застосування соціальної реклами може стати важливим фактором оптимізації
соціальної роботи з молоддю.
Висновки: 1. Соціальна реклама у соціальній роботі з молоддю може бути
виконувати соціально-профілактичну мету, та бути спрямованою на запобігання
формування небажаної поведінки як в окремих індивідів, так і в «групах ризику»,
збереження та підтримку значимих соціальних норм і цінностей.
2. Важливим чинником ефективності соціальної реклами як технології
соціальної роботи з молоддю є її якість. Вона визначається лаконічністю змісту,
доцільністю і помірністю в трансляції, достовірністю і емоційністю
висловлюваного, урахуванням соціально-демографічних, вікових і поведінкових
характеристик цільової аудиторії, адекватним технічним виконанням.<br>EN : The purpose of the study: to examine social advertising as a technology of social
work with young people.
Object of research: young people as a category of social work clients.
Subject of research: social advertising as a technology of social work with young
people.
Research methods. analysis, synthesis, induction, deduction, structuralfunctional analysis of statistics data.
The scientific novelty is that it proposes measures to improve the system of using
the social advertising in work with young people.
Research hypothesis. 1. Social advertising is a significant technology in the
framework of social work with young people in general. 2. Scientifically grounded
development and application of social advertising can be an important factor in
optimization social work with young people.
Conclusions: 1. Social advertising is a significant technology in social work with
young people in general.
2. Social advertising in social work with young people can also serve preventive
purpose. Social prevention is aimed to prevent forming various possible problems in
both individuals and in at-risk groups, preservation and maintenance of normal
standards of living.
3. An important factor in the effectiveness of social advertising as work with
young people is its quality, important manifestations of which conciseness of the
content, expediency and moderation in the broadcast, the reliability and emotionality
of the presentation, considering socio-demographic, age and behavioural
characteristics of the target audience and adequate technical performance.
41
Tchoualak, Lenteu Paulin. "Determinants of Tshwane youth's positive green product purchase behaviour." 2014. http://encore.tut.ac.za/iii/cpro/DigitalItemViewPage.external?sp=1001539.
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M. Tech. Marketing<br>The focus of this study is on the determinants of positive green-product purchase behaviour of Tshwane youth. Environmental knowledge, environmental concern, social pressure and green-product purchase intentions were identified as determinants of positive green-product purchase behaviour and investigated among a sample of Tshwane youth alongside their green-product purchase behaviour. The differences between the various demographic groups with regard to their positive green-product purchase behaviour were also investigated.
42
Plamondon, Geneviève. "Effet du prix des cigarettes et de l’exposition à la publicité en faveur du tabac sur le tabagisme des adolescents d’Amérique du Sud." Thèse, 2014. http://hdl.handle.net/1866/11259.
Pełny tekst źródłaStreszczenie:
L’épidémie de tabagisme est responsable de la mort de millions de personnes et malgré cela, la consommation mondiale de produits du tabac ne cesse d’augmenter. La majorité des fumeurs vivent aujourd’hui dans les pays à revenu faible et intermédiaire, et les maladies non-transmissibles liées au tabac représentent un important fardeau pour ces systèmes de santé. L’Amérique du Sud n’y échappe pas et un fait très préoccupant est certainement la prévalence élevée chez les adolescents de cette région.
La présente étude visait à évaluer l’effet du prix des cigarettes et de l’exposition à la publicité en faveur du tabac sur le tabagisme des adolescents d’Amérique du Sud, et ce à partir des données du Global Youth Tobacco Survey. Les niveaux d’exposition à la publicité et les prix auto-déclarés ont été utilisés pour modéliser ces relations, et les comportements tabagiques étudiés étaient l’expérimentation, la participation et la consommation. L’échantillon total comprenait 134 073 répondants provenant de 12 pays.
Les résultats de l’étude ont montré que l’exposition à la publicité en faveur du tabac avait un effet positif sur le tabagisme des adolescents, mais contrairement au consensus établi dans la littérature, la relation négative entre le prix des cigarettes et le tabagisme n’a pas été observée de façon convaincante. Des lacunes inhérentes à la base de données utilisée pourraient expliquer ces résultats inattendus, et certains éléments méthodologiques du sondage sont remis en question.<br>The tobacco epidemic is responsible for the death of millions of people, and despite this fact the consumption of tobacco products is increasing globally. The majority of smokers now live in low-and middle-income countries, and non-communicable diseases linked to tobacco represent an important burden for these health systems. Such is the case for South American countries, and high smoking prevalence among teenagers of this region is also worrying.
This study, based on Global Youth Tobacco Survey data, has examined the impact of cigarette prices and exposure to tobacco advertising on smoking among South American adolescents. Self-reported prices and levels of exposure to advertising have been used to model the relationships, and the smoking behaviors studied were experimentation, participation and consumption. The total survey sample included 134, 073 respondents from 12 countries.
The results showed that exposure to tobacco advertising had a positive impact on smoking among adolescents. Although there is a clear consensus in the literature about the negative relationship between cigarette prices and smoking, it could not be demonstrated strongly in this study. Problems inherent to the database may explain these unexpected results and some methodological aspects are questioned.
43
Stasko, Carly. "A Pedagogy of Holistic Media Literacy: Reflections on Culture Jamming as Transformative Learning and Healing." Thesis, 2009. http://hdl.handle.net/1807/18109.
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This qualitative study uses narrative inquiry (Connelly & Clandinin, 1988, 1990, 2001) and self-study to investigate ways to further understand and facilitate the integration of holistic philosophies of education with media literacy pedagogies. As founder and director of the Youth Media Literacy Project and a self-titled Imagitator (one who agitates imagination), I have spent over 10 years teaching media literacy in various high schools, universities, and community centres across North America. This study will focus on my own personal practical knowledge (Connelly & Clandinin, 1982) as a culture jammer, educator and cancer survivor to illustrate my original vision of a ‘holistic media literacy pedagogy’. This research reflects on the emergence and impact of holistic media literacy in my personal and professional life and also draws from relevant interdisciplinary literature to challenge and synthesize current insights and theories of media literacy, holistic education and culture jamming.