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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

An Investigation of Preadolescent Children's Attitudes toward Television Commercials

Ferguson, Clara Potter 08 1900 (has links)
The purpose of this research study is to provide commercial advertisers, television networks, and academicians valuable information regarding the existence, direction, and intensity of preadolescent children's attitudes toward television commercials.
2

An Analysis of the Relationship of Comparative Advertising and Culture in Japanese Natives in the Dallas, Texas Area

Fukawa, Kazuhisa 05 1900 (has links)
This study was designed to test whether Japanese natives who retained traditional Japanese value orientations and who resided in the Dallas, Texas area would have unfavorable attitude toward the concept of comparative television advertising. Data were collected from 104 respondents of varying sex, age, education, occupation, length of stay in the United Sates, intention of settling in the United States, and television viewing horse. All null hypotheses were accepted, indicting that cultural influence among Japanese natives in the Dallas area did not result fin unfavorable attitude toward comparative advertising despite the fact that in Japan, the name of names in advertising is counter to basic Japanese culture and tradition.
3

A comparative study of communication style in Japan and the United States as revealed through content analysis of television commercials

Huruse, Noriko 01 January 1978 (has links)
This study is an empirical analysis of communication styles in Japan and the United States. In particular, the study deals with communication styles in Japanese and American television commercials as a reflection of human communication styles in the two countries.
4

A Content Analysis of the Depiction of Women in Television Presidential Advertising from 1952 to 1976

Payne, Beth A. (Beth Ann) 12 1900 (has links)
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.
5

Fair balance? An analysis of the functional equivalence of risk and benefit information in prescription drug direct-to-consumer television advertising.

Baird-Harris, Kay 08 1900 (has links)
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.

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