Thesis (M.S. )--Kutztown University of Pennsylvania, 2005. / Source: Masters Abstracts International, Volume: 45-06, page: 2709. Typescript. Abstract precedes thesis as 3 preliminary leaves ( iii-v). Includes bibliographical references ( leaves 46-47 ).

The present dissertation investigates the role of television advertising in shaping the cultural values of the Italian society in the circular process of mirroring pre-existing societal values yet inducing new ones, thus contributing to its evolution. It questions its role within the society, its relationship with families, women and youngsters, the kind of language used in communicating, between 1957-1977, the age of Carosello programme. A corpus of two thousand five hundred television adverts was viewed and filed, of which a hundred were selected according to the more frequent themes, their cultural and semiotic relevance, and twenty-two analysed by a semiotic approach, together with some more considered alongside. Chapter One deals with methodology, an overview of the main concepts and tools of applied semiotics and the socio-semiotic perspective adopted. Chapter Two, then, contextualizes television advertising into its broader socio-cultural milieu and the history of television. The following three chapters analyze the selected adverts according to five main recurring themes: Chapter Three, the first steps of TV advertising, its auto-referentiality and its language; Chapter Four, the family and its inner relationships, the couple and the institution of marriage; Chapter Five women‘s emancipation, the new generation of youngsters and new myths. Commercials are analysed by shots and sequences from a narrative and visual perspective in search of their deep underlying generative values. The approach is a holistic one, adapting itself to the prevailing characteristics of every occurrence, although the peculiar nature of the ads of the period entails a prevailing narratological model. All findings are then connected together to identify the main semantic areas indicating cultural values present in the Italian society of the period. The end findings consist of a set of interesting cultural values identified. At first a self-assertiveness of advertising as a way to popularity; then its preferred mode of communication through verbal language rather than pictures; a representation of families according to either the patriarchal or the consumerist model; a fundamental disbelief in marriage and a sexist attitude to women‘s representation; finally, a mistrust in the values of the new generations. All of these eventually pointing to the main semantic area of tradition, an index to the fundamental conservative yet contradictory role of the Carosello adverting which, while contributing to preserve traditional values, it also tended to replace them with its only main consumerist value. At a higher level, on a socio-semiotic perspective it is the role of that semiosphere which, while drawing from society it also contributes in shaping it.

Orientador: Maria Aparecida Affonso Moysés, Angélica Maria Bicudo / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Ciências Médicas / Made available in DSpace on 2018-08-26T11:14:11Z (GMT). No. of bitstreams: 1 Carvalho_EricaBlascovide_M.pdf: 1511482 bytes, checksum: f23f3c702f8364657d029e622470364f (MD5) Previous issue date: 2014 / Resumo: Os comerciais de televisão têm sido apontados como fator de grande influência no desenvolvimento dos hábitos alimentares dos adolescentes. Os anúncios de alimentos geralmente veiculam produtos ricos em gorduras, sal e açúcar, altamente calóricos e de baixo valor nutricional, e são direcionados ao público jovem. Através de seu intenso marketing visando estabelecer crenças nutricionais, valores e padrões de consumo da juventude, podem acabar transmitindo uma ideia equivocada do que é um alimento saudável. Assim vão sendo formados hábitos alimentares inadequados, que, com o passar do tempo, podem resultar em diversos problemas de saúde, como obesidade, hipertensão arterial e diabetes mellitus tipo 2, entre outros. Com o objetivo de acessar concepções e crenças apreendidas através dos comerciais, o presente trabalho foi dividido em duas etapas, uma quantitativa e outra qualitativa, desenvolvidas com estudantes do 6o ao 9o ano do ensino fundamental de escolas públicas e particulares. No primeiro momento, foi realizada a elaboração e validação de um questionário sobre alimentação, estilo de vida e uso da televisão. Após essa etapa, três escolas do município de Campinas, SP, foram selecionadas e seus alunos foram convidados a responder a versão já validada do questionário. Entre os participantes, 10 foram selecionados em cada escola para a realização do grupo focal, totalizando 3 grupos e 30 adolescentes na etapa qualitativa. Ao final do trabalho, ficou clara a suscetibilidade dos adolescentes diante das informações, muitas vezes distorcidas, passadas pelos comerciais. Os objetivos da pesquisa foram alcançados e os resultados tornam-se importantes guias para futuros estudos e intervenções que visem informar e proteger os jovens dos apelos excessivos da publicidade de alimentos voltada a eles / Abstract: Television commercials have been identified as a factor of great influence in the development of eating habits of adolescents. Food advertisements usually convey products rich in fats, salt and sugar, with high calorie and low nutritional value, and are targeted at a young audience. Through their intense marketing to establish nutritional beliefs, values and consumption patterns of youth, they may end up transmitting a wrong idea of what is a healthy food. So improper eating habits start being formed, which, over time, can result in many health problems such as obesity, hypertension and type 2 diabetes mellitus, among others. Aiming to access conceptions and beliefs learned through advertisements, this study was divided into two phases, one quantitative and other qualitative, developed with students from 6th to 9th grade of elementary education in public and private schools. At first, the development and validation of a questionnaire on diet, lifestyle and television use was held. After this step, three schools in Campinas, SP, were selected and their students were invited to respond to the validated questionnaire. Among the participants, 10 were selected from each school to the focal groups, totaling three groups and thirty adolescents in the qualitative phase. At the end of the research, the susceptibility of adolescents to the information - often distorted - transmitted through advertisements became clear. The research objectives were achieved and the results are important guides for future studies and interventions that aim to inform and protect young people from excessive appeals of food advertising targeted at them / Mestrado / Saude da Criança e do Adolescente / Mestra em Ciências

Source: Dissertation Abstracts International, Volume: 70-03, Section: B, page: 1619. Advisers: Steven H. Kelder; Ross Shegog. Includes bibliographical references.