Despite of the sociality of TV viewing, advertising researchers have traditionally studied the solitary viewer. The study of the social uses of advertising has been limited, and the reception of advertising in a naturalistic setting has practically been ignored. As a consequence, contextual factors of time, space, and everyday life have received only scant attention in the advertising literature. This thesis adopts the ethnographic method to investigate within a naturalistic setting the phenomenon of the consumption of commercial breaks. Eight households in Northwest London varying in age, socio-economic factors and other variables were filmed during a two-week-period and later interviewed. The videoethnography led to the identification of a set of cultural themes, which are illustrated in the thesis by behavioral episodes and interview excerpts from the participating households. In addition to the identification of archetypical behaviors, the thesis underlines a set of contingencies that have implications for behavior of potential audiences for television advertising, such as audience composition and time-of-day effects. As a scholar or practitioner with an interest in advertising, it is easy to overplay the role of advertising in people’s lives. However, the everyday life of the consumer consists of a myriad of demands and choices. For the consumer who needs to prioritize among countless information sources and competing demands for her attention, advertising is at best of minor importance. The results of this thesis highlight that advertising watching is merely one of many behaviors – and by no means the default one – that consumers engage in during commercial breaks and demonstrate the importance of balancing prevailing advertising-centered approaches to the study of television advertising consumption with an audience-centered approach. / <p>Diss. Stockholm : Handelshögskolan i Stockholm, 2007</p>

Made available in DSpace on 2016-08-03T12:29:25Z (GMT). No. of bitstreams: 1 JAMILE MARINHO PALACCE.pdf: 4045432 bytes, checksum: 3ffcc23dc03b1f99366e4caff9bb64c9 (MD5) Previous issue date: 2011-09-13 / The promotional calls are considered as a commercial broadcaster. Through them, the programming content is disclosed to persuade the public to watch the programs. This research has identified that the use of verbal and visual appeal, close calls, language publicitaries. No But the similarities do not get the publicity at the time of the exhibition pieces. Baseaded on the concept of redundancy proposed by the Information Theory and Learning Theory in the Message, Carl Hovland, research conducted a case study of the first two seasons of THE FARM, displayed on the Rede Record TV. It was concluded that the so-called reality show were not displayed in accordance with the concepts of advertising GRP coverage and often wasted space caused overexposure of the breaks and the public with self-promotional messages. / As chamadas promocionais são consideradas como um comercial da emissora. Através delas, o conteúdo da programação é divulgado para persuadir o público a assistir os programas. Esta investigação identificou que o uso de apelos verbais e visuais, aproxima as chamadas da linguagem publicitária. No entanto, as semelhanças com a publicidade não se dão no momento da exibição das peças. Baseando-se no conceito de redundância proposto pela Teoria da Informação e na Teoria da Aprendizagem da Mensagem, de Carl Hovland, a pesquisa realizou um estudo de caso das duas primeiras temporadas de A FAZENDA, exibidas na Rede Record de Televisão. Pôde-se concluir que as chamadas do reality show não foram exibidas de acordo com os conceitos publicitários de GRP, cobertura e frequência, desperdiçando o espaço dos breaks e causando superexposição das mensagens autopromocionais.