Thesis (M. A.) -- Al Akhawayn University in Ifrane, 1999. / Spiral binding. Typescript (photocopy) Includes appendices. Includes bibliographical references. Also issued in electronic format.

Thesis (Ph. D.)--University of Wisconsin--Madison, 2004. / Includes bibliographical references (p. 150-166). Also available on the Internet.

Thesis (Ph. D.)--University of Wisconsin--Madison, 2004. / eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (p. 150-166).

No description available.

Marketers often target women because they represent over half of the population in Canada and Sweden and because they are the purchasing agents for 85% of household items. Advertisers and marketers use targeted marketing on Social Media platforms in the hopes of engaging the audience enough to initiate a purchasing action. For this paper the goal was to understand the relationship between women aged 55+ and their attitudes and perception of targeted advertising, to see whether it was effective in engaging them as consumers. Through interviews and the think-aloud method we found that while the overall perception of online advertising was negative, in practice, the ads on their social media feed were either accepted as relevant ads, simply ignored/not noticed, or not recognized as advertising. Finally we conclude that because social media gives users the impression that they are in control of the content on their feed, the consequences may be that targeted advertising can influence audience’s perception of who they are, more than they think.

Recent trends and developments in the fields of Big Data, Machine Learning, and Artificial Intelligence are completely transforming the way brands are engaging and communicating with their audience, allowing more personalized communications than ever. With the spread of social networking sites, such as Facebook, YouTube or Instagram a new opportunity arises for companies to connect to their consumers. However, since social media personalization implies the collection and analysis of highly personal data, consumers may develop negative reactions, attitudes or perceptions towards personalized advertising. Research covers extensively issues such as privacy concerns, invasiveness, forced exposure or irritation, which can lead to advertising avoidance. Though understanding the user perspective is crucial, the topic advertising avoidance in the context of personalization, especially in social media environments, hasn’t been discussed at great length. The purpose of this thesis is to understand how YouTube users experience personalized advertising while using the platform. The empirical findings of this thesis contribute to the ongoing research on personalized advertising within a social media setting. In addition, by understanding what can influence personalized ad avoidance on YouTube and describing how consumers express ad avoidance on the platform, this thesis aims to nurture a deeper understanding of the phenomenon. This study is based on an interpretative, abductive as well as a qualitative research design. It uses semi-structured interviews to explore the views, experiences, beliefs, and motivations of individual participants as well as focus groups that can leverage group dynamics to generate new qualitative data. The results of this thesis show that YouTube users experience ad avoidance in relationship with personalized ads for several reasons linked to prior negative attitudes, perceived goal impediment or ad irritation. The analysis of the findings revealed that users can experience cognitive, affective and behavioral ad avoidance as presented in the literature, but a theoretical model which can perfectly explain the phenomena of personalized ad avoidance on social media is currently not existent. While some antecedents claimed by the previously mentioned theoretical frameworks were also visible in the study, additional aspects may have an impact on how consumers experience personalized advertising avoidance in the social media environment, and more specifically on YouTube.

<p>In my thesis “Vocabulary from media, advertising and public relations as an example of professional language”. I have analysed vocabulary which concerns media, advertising and public relations in Poland. These three questions are very young in Poland’s language and home market.</p><p>First of all I show in my thesis the research and development of the professional language in Poland. Afterwards I study the word's lexical in my work, as a criterion taken to the Polish language. English words that have been taken are researched , because this vocabulary is very young in the Polish commercial market. I have studied the taken words for meaning, how these words function and factors within and outside this process within Polish language. Also in my thesis are new polish words.</p><p>I have three main findings in my analysis:</p><p>1. vocabulary in media, advertising and public relations as a professional language in Poland (as pol. “profesjolekt”),</p><p>2. the vocabulary taken only from the English language,</p><p>3. Polish words which can sometimes be used instead of English words.</p><p>In my thesis I analysis a new Polish vocabulary, which are used in media, advertising and public relations. This vocabulary are neologisms .</p>

The discourse of gender is a relevant and vital subject in the present culture and the space of the scientific research. Masculinity and femininity are defined by their differences, but the gender construct in a certain discourse is a social, cultural product. In an advertising, the act of cultural communication, the gender is determined by a dominant ideology and the stereotypes that are inveterated in the language, literature, society, and media. In this work, the televisual advertisements are analysed by the semiotical –communication research method. However, in the theoretical and practical parts of the work other aspects are also varied: gender, feminism, and men‘s studies, historical – cultural, social, psychological. Therefore, the work is basically of the interdisciplinary nature. The object and the goals of the analysis in the semiotical, televisual advertising are to distinguish a stereotypical femininity and masculinity in a public and private space, dominant in advertisements; to show how they are created, reflected and (or) modified; to compare their expression in a public and private spheres; to disclose their relationship with a public culture and its changes. The accomplished analysis allows to draw a conclusion that masculinity and femininity are diverse in the discourse of media advertising: varying from the stereotypical gender images to the unexpected roles, their modification, caricature. A modern media as if offers a variety of individual choices... [to full text]

In my thesis “Vocabulary from media, advertising and public relations as an example of professional language”. I have analysed vocabulary which concerns media, advertising and public relations in Poland. These three questions are very young in Poland’s language and home market. First of all I show in my thesis the research and development of the professional language in Poland. Afterwards I study the word's lexical in my work, as a criterion taken to the Polish language. English words that have been taken are researched , because this vocabulary is very young in the Polish commercial market. I have studied the taken words for meaning, how these words function and factors within and outside this process within Polish language. Also in my thesis are new polish words. I have three main findings in my analysis: 1. vocabulary in media, advertising and public relations as a professional language in Poland (as pol. “profesjolekt”), 2. the vocabulary taken only from the English language, 3. Polish words which can sometimes be used instead of English words. In my thesis I analysis a new Polish vocabulary, which are used in media, advertising and public relations. This vocabulary are neologisms .

Social media has become an integral part of consumers’ lives and a popular platform for interactive marketing communication. In an age boasting of unprecedented digital connectivity, loneliness (defined as perceived social isolation) has, paradoxically, becoming widespread, affecting consumers’ preferences for products and brands in the marketplace. The present research extends the feelings-as-information theory and develops a conceptual framework in which loneliness modifies people’s cognitive processing style and induces concrete thinking in the context of evaluating social media messages. Using a mixed methods research approach, I first take a close look through the lens of a qualitative study at what it is like for the average consumer to experience loneliness. Additional experiments show that lonely consumers have higher digital engagement with concrete (vs. abstract) social media ads. Broadly, my findings on the effects of loneliness on consumers’ digital engagement with social media ads highlight the fact that loneliness may render different types of social media ads (abstract versus concrete) more or less effective.