From the television advertisements made by presidential candidates from 1952 to 1976, this study analyzed the 131 advertisements that contained women. The analysis used the following descriptors: Number of Women's Roles, Age, Occupation, Marital Status, Locale, Concerns, and Status Relative to the Candidate. The results indicate that women are most likely to be shown as physically present although not speaking, in the 18 to 30 age group, belonging to a non-business atmosphere yet outside the home, and of an unknown marital status, and will not be shown in the same frame as the candidate. Womens' images in these advertisements were most commonly associated with issues involving the cost of living, taxes, pro-Nixon, and social security.

This dissertation is a systematic investigation of fugitive slave advertisements aiming to understand the nature of fugitives’ rebelliousness in Georgia and Maryland between 1790 and 1810. Hitherto, historical inquiry pertaining to slave fugitivity has focused on other states and other times. This study provides a close reading of 5,567 advertisements pertaining to runaway slaves and analyses extracted data pertaining to the prosopography of 1,832 fugitives and their fugitivity. Its main research questions focus on advertisements as manifest records of rebellion. Who were the fugitives? What do the fugitive slave advertisements reveal about enslaved people’s contestation of slaveholders’ authority? The principal findings are as follows. First, the typography and iconography of fugitive slave advertisements were expressly intended to undermine the individualism and agency of enslaved people. Second, with regard to Georgia and Maryland, while there were spikes between 1796 and 1798 and 1800 and 1801, fugitivity was a daily occurrence, and thus a normative act of rebellion distinct from insurrection. Third, quantitative analysis indicated fugitives were typically young males, in their twenties, likely to escape at any time of the year; Georgia fugitives were more likely to escape in groups. Fourth, qualitative analysis of advertisers’ descriptions of fugitives revealed evidence of challenges to their authority. Depictions of fugitives’ character and remarks or notes on their behaviour constitute evidence of observed characteristics. From the advertisers’ perspective slaves were at their most dangerous when they could read and write or when they were skilled in deception. The “artful” fugitive in particular possessed many skills, sometimes including literacy, which could be used to defy the power that kept him or her in subjection. Fifth, further investigation established clear linkages between literacy and fugitives’ rebelliousness. Qualitative studies to date speak of slave literacy’s theoretical liberating and empowering effects but do not provide tangible accounts of who the literate slaves were or consider literacy as a factor in rebelliousness. The dissertation identified 36 literate slaves in Maryland and 9 in Georgia, and statistical analysis suggested 3.6 percent of US fugitive slaves were literate. Finally, it was evident that literacy was part of a larger contest to circumvent slaveholder authority and attain self-empowerment. Fugitivity itself was the outcome of a history of contestation that might be hidden from history were it not for the advertisements themselves.

Prescription drug direct-to-consumer advertising (DTCA) has been a subject of controversy in recent years. Though government regulations require equivalent prominence of risks and benefits, there is concern about the ability of consumers with limited health literacy to fully comprehend the risks and benefits associated with drug use. Evaluating the images in DTCA is important because individuals may rely on the visual message if the wording is overly complex. Using semiotics, this study aims to evaluate whether there is functional equivalence in the presentation of risk and benefit information in prescription drug direct-to-consumer television advertising. A new analytical method is created and used to assess the consistency between the messages contained in the voice track, the primary visual images, and the superscript/ subscript text. The results indicate that risk and benefit messages in this DTCA sample lack functional equivalence. However, it is important to properly frame these findings as the study does not evaluate viewer comprehension of the various message structures.

The purpose of this research was to compare the presence of product placement in movies across two different cultures, namely the U.S. and Thailand. In particular, this research examined the frequency of product placement in movies, the position of product placement in movies, and the target audiences in the U.S. and Thailand.

This dissertation reviewed extant literature about McGuire’s distinctiveness theory, the Elaboration Likelihood Model of Persuasion, in-group bias theory, racial identity, race source effects, and cultural cues pertaining to targeting African American and Latino consumer markets. Mexican and African American informants were interviewed after viewing magazine advertisements targeted to the other group to determine if distinctiveness to the other’s images and cultural cues occurred. Observations were also reported from ethnographic excursions across Des Moines, Iowa, a city and state where African Americans and Mexicans are numerical rarities or minorities. Results revealed that the majority of informants spontaneously delivered responses that reflected salience with the other group. In fact, both groups saw themselves as a part of a greater people of color community--extending their ethnic identities. Furthermore, informants exhibited a provisional ethnic backlash against viewing Anglos in product advertisements in their ethnic magazines. However, when ads presented a message about diversity, informants thought Anglo images should be included. Both groups said they valued the use of people of color and socially responsible messages in ads for high involvement and low involvement products, however, these images and cultural cues would not lead to purchases of new brands because informants were weary about wasting money on unfamiliar brands in a stressed economy. Consumers also scanned ads for models’ races, and paid attention to how their ethnic group and other people of color were treated in ads. Also, informants reported discussing racial issues often in social circles. A black-brown racial divide was expressed when there was a perceived scarcity of resources and when one group discussed how they felt the other group perceived their race. Finally, class and having on-going personal relationships with members of the other group affected responses. This study offers many academic, managerial, practitioner, social and political implications and recommendations. / text

ÚSTAV HOSPODÁŘSKÝCH A SOCIÁLNÍCH DĚJIN ANOTACE DIZERTAČNÍ PRÁCE V zajetí televize Aktéři, televizní žánry a programy v USA a Československu v 2. polovině 20. století CAPTURED BY TELEVISION ACTORS, TELEVISION GENRES AND PROGRAM IN THE US AND CZECHOSLOVAKIA IN THE SECOND HALF OF THE 20TH CENTURY Mgr. Michaela Blažková Vedoucí dizertační práce: Doc. PhDr. Michal Pullmann, Ph.D. Praha 2018 Summary Against the backdrop of political, economic and cultural changes, changes have been taking place in the United States of America in the 1950s, even at the level of whole society. One of the crucial changes was the entrance of television broadcasting into the environment of social relations and relationships. Television, as a new form of media that aims to entertain, inform and educate, had very quickly found its way to the most of households where it has settled adamantly. Initially, however, a programmed composition was not firmly established, which sought its stable image at this time in the form of trial and error. In the Czechoslovakia, and later also in the Czech Republic, TV has also won many supporters. The technical form of the broadcasting scheme was formed on the basis of the actual technical possibilities and the range of the transmitting time. In addition to political influence on broadcasting until 1989,...

Mobile phone usage has grown rapidly and is widely used as an advertising channel. Both short message service (SMS) and multimedia messaging service (MMS) are typically used for mobile advertising. The goals of this study are to examine the determinants of attitudes toward mobile advertising in an apparel context and subsequent impact on behavior intention and to investigate the effects of modality and culture on attitudes toward apparel mobile advertising. Results indicate that entertainment, informativeness, irritation, and credibility are determinants of attitudes toward apparel mobile advertising, and attitudes can explain behavioral intention at least in part. Perceived entertainment is different between SMS and MMS apparel mobile advertising, and perceived entertainment, informativeness, irritation, and credibility are different between U.S. and Korea participants.

Many companies choose to use celebrities as endorsers for their advertising campaigns. The two most common types are athletes and entertainers. The purpose of this thesis is to gain a better understanding of how celebrities, especially professional golfers, are used as endorsers in advertising.

Despite the amount of scholarship on the Stamp Act Crisis, no study has used advertisements as a main source. This study attempts to show that a valuable, objective source has been overlooked, through the quantitative analysis of 5,810 advertisements before, during and after the Stamp Act Crisis from five port cities: Boston, Charleston, Philadelphia, New York, and Portsmouth. The findings reveal the colonists' strong connection to imported British luxury goods, and a lack of interest in American-made goods, especially before and after the boycott. Advertisements also demonstrate that the decision of many merchants to place the needs and expectations of their community before their own personal gain offered a rare economic opportunity for others. The colonists' devotion to imports tested the strength of the boycott, especially among Boston merchants, who continued to advertise imported goods a good deal more than any other city. This lack of dedication to the boycott on the part of the Boston merchants shows disunity among the colonies, at a time when many argue was the first instance of colonial nationalism. Capitalism challenged and undermined a commitment to communal sentiments such as nationalism. Moreover, if Americans did share a sense of nationhood during the Stamp Act Crisis, it cannot be gauged by a rejection of "Englishness."

Indiana University-Purdue University Indianapolis (IUPUI) / This study explores the intersection of the developments in the growing advertising, railroad, and automotive sectors of the U.S. economy. It examines the latter two sectors’ advertising to the elite by focusing on how industries that targeted the luxury market used fine art to emphasize and underscore the exceptionalism of that high-end market compared with the mass market. It does so by looking at the transition from using art as a decorative component unrelated to the product to using art specifically designed to advertise a product or experience. In the literature, advertising history has been delineated rather narrowly as the history of advertising to the mass consumer or as the history of advertising a specific type of product. This work broadens the focus in advertising history to show that luxury advertisers, as a sub-category of advertisers, developed particular advertising strategies, which recognized and exploited the relationship between their respective service or product, and a consciously selected audience for their respective advertisements. It shows that high art became a differentiating characteristic of advertising strategies aimed at the social elite market. This work also proposes the need for adding a specific timeline for the development of luxury advertising to the broad, more generally known outline of advertising history.