The purpose of this study was to analyze the content of selected television commercials according to Kenneth Burke's theory of the rhetoric of rebirth. A supplementary Burkeian method called cluster analysis was also used. The analysis revealed, that the rhetoric of rebirth was incorporated in the commercials to stimulate guilt in the television audience. The products offered in the commercials supposedly purged this guilt, transforming the person to a new way of life. The analysis revealed meanings inherent in the word choices for various commercials as well as the potential impact of those words. The study isolated several underlying motifs in the substance of the commercials. The effect of the visual message may cause the audience to overlook the message of the words. Experimental research cited in this study confirms this hypothesis.

Thesis (M.A. (African Languages)) -- University of the North, 2001 / Refer to the document

This report observes food commercials within children programming on English and Spanish television networks (cable channels and broadcast channels). With advertisements greatly influencing food consumption, this repost was based on the assumption that Spanish advertisements tailored to Hispanics differed from English advertisements in frequency and content. If so, could this be a contributing factor as to why Hispanic children tend to be more overweight compared to their general market? Through observation, analysis and reviewing past studies, this report established that there is a difference of frequency and content within food commercials aired on the two television categories. However, the difference was unexpected. In reality, Spanish channels air more PSAs and fewer food commercials compared to English networks. Besides the different frequency of food advertisements on these channels, the intended audiences also differed within Spanish and English television. / text

Commercial viewing was measured by a conjugate arrangement for 1 female and 3 male participants. Reinforcing qualities were evaluated according to screen variations and ratings. Subjects changed the screen clarity via knob pressing either making the screen more or less transparent, translucent or opaque based on commercial interest. Results were conducive to participant attentiveness or indifference to commercial viewing. Experimenter was able to identify the commercials that grasped and maintained the participants' viewing behavior. Conceptually this conjugate arrangement could enhance eye tracking technology to improve marketing and advertising strategies. This experiment yield results that suggest a more concrete analysis of consumer response to visual stimuli that maintains attending.

OPSOMMING Heteroseksuele interaksie word deur adverteerders in televisieadvertensies aangewend en die doel van die studie was om te bepaal hoe kykers dit ervaar. Data is ingesamel deur `n aantal advertensies aan skoolkinders te vertoon waarna onderhoude gevoer is om vas te stel hoe die kinders die advertensies ervaar het. Daar is van konsepte vanuit die analitiese sielkunde gebruik gemaak om kodes te identifiseer. Die navorser het deur die tegniek van inhoudsontleding die voorkoms van manifestasies van die kontraseksuele komplekse in die onderhoude bestudeer. Daar is bevind dat die erotiese aspekte van die konraseksuele komplekse by voorkeur in die bestudeerde advertensies aangewend is en dat deelnemers daarop gelet het. SUMMARY The purpose of this study was to investigate a style of advertising from the perspective of the Analytical Psychology. The style involves the depiction of a young man and woman in a state of interaction with one another. In an attempt to understand how the viewer experiences this, concepts from the Analytical Psychology of C.G. Jung were used. Jung claimed that the psyche contains constructs which he termed archetypes. Archetypes are ideas and predispositions, organisms are born possessing these. If the theory is correct, it can be assumed that these constructs will influence human behaviour. The archetypes responsible for initiating heterosexual interest are called the anima and the animus. The prevalence of different aspects of these in four television commercials as experienced by participants during interviews was studied by means of content analysis. Sexual manifestations were found to be the most prominently used aspects of the anima and the animus to market the advertised products. / PSYCHOLOGY / MA(SS) (PSYCHOLOGY)

OPSOMMING Heteroseksuele interaksie word deur adverteerders in televisieadvertensies aangewend en die doel van die studie was om te bepaal hoe kykers dit ervaar. Data is ingesamel deur `n aantal advertensies aan skoolkinders te vertoon waarna onderhoude gevoer is om vas te stel hoe die kinders die advertensies ervaar het. Daar is van konsepte vanuit die analitiese sielkunde gebruik gemaak om kodes te identifiseer. Die navorser het deur die tegniek van inhoudsontleding die voorkoms van manifestasies van die kontraseksuele komplekse in die onderhoude bestudeer. Daar is bevind dat die erotiese aspekte van die konraseksuele komplekse by voorkeur in die bestudeerde advertensies aangewend is en dat deelnemers daarop gelet het. SUMMARY The purpose of this study was to investigate a style of advertising from the perspective of the Analytical Psychology. The style involves the depiction of a young man and woman in a state of interaction with one another. In an attempt to understand how the viewer experiences this, concepts from the Analytical Psychology of C.G. Jung were used. Jung claimed that the psyche contains constructs which he termed archetypes. Archetypes are ideas and predispositions, organisms are born possessing these. If the theory is correct, it can be assumed that these constructs will influence human behaviour. The archetypes responsible for initiating heterosexual interest are called the anima and the animus. The prevalence of different aspects of these in four television commercials as experienced by participants during interviews was studied by means of content analysis. Sexual manifestations were found to be the most prominently used aspects of the anima and the animus to market the advertised products. / PSYCHOLOGY / MA(SS) (PSYCHOLOGY)

Made available in DSpace on 2016-08-03T12:30:00Z (GMT). No. of bitstreams: 1 CatherineHaase.pdf: 615046 bytes, checksum: ab92484850eb1fa583e746c7c061b0e9 (MD5) Previous issue date: 2014-06-16 / This study reflects and looks at impacts of T.V commercial on visually impaired individuals. Also, it further investigates the incentives and perception given to this subject by government and private sector. The study is based on the Theory of Mediation, which is studied by scholars of Etudies of the Reception, to understand how visually impaired interact with different categories of T.V commercials and their impacts on individuals values, world perception and their own living conditions. The adapted methodology for this study is based on actual field work of qualitative nature, interviews, use of data sets and studies. The paper concludes that the living reality is far from what is commonly believed and it seems that these people are least likely considered as target audience. We need to improve the overall awareness of society and take measures to improve the present scenario through bridging the gap between T.V commercials and visually impaired. Keeping the present scenario in mind, the thesis presents suggestions within the communication framework that can act as a social agent and bring significant visible changes in the lives of visually impaired. / Este trabalho é estimulado pela reflexão sobre a recepção da comunicação mercadológica televisiva por pessoas com deficiência visual, assim como sobre a percepção quanto às iniciativas do governo e das empresas em prol da inclusão. O estudo busca, com base na Teoria das Mediações, que é estudada por teóricos dos Estudos de Recepção, entender de que forma as pessoas com deficiência visual interagem com as diferentes categorias de comerciais de televisão, a partir de seus valores, percepções de mundo e condições em que se encontram. Deste modo, observa-se ainda o nível de sentimento de pertencimento das pessoas com deficiência visual quanto à preocupação do governo e das empresas em causas sociais. Os procedimentos que dirigem a investigação caracterizam-se por uma reflexão a partir de dados decorrentes de pesquisa bibliográfica, articulada a uma pesquisa de campo de natureza qualitativa. O trabalho conclui que a percepção das pessoas com deficiência visual se distancia do que está sendo proposto, feito e aparentemente sendo bem divulgado em prol da inclusão; bem como, observa a necessidade de aprimoramento da conscientização da sociedade, e consequentemente dos comunicadores, sobre a importância da aproximação entre as pessoas com deficiência visual e a comunicação mercadológica televisiva. Nesta percepção, o trabalho apresenta sugestões no âmbito comunicacional que poderiam tornar as causas sociais realmente expressivas na vida das pessoas com deficiência visual.

Denna studie ämnar belysa de två företagen Match och Victoria Milans TV-reklamfilmer. Det primära syftet är att undersöka vilka retoriska grepp Match och Victoria Milan använder sig av i reklamfilmerna för att värva nya betalande medlemmar till webbplatserna. Genom retorisk analys granskas respektive reklamfilm. De retoriska teorier som används är ethos, pathos, logos -triaden och de semiotiska aspekterna denotation och konnotation. I mitt arbete analyserar jag även videoproduktionstekniken för att belysa kameravinklar. Med hermeneutik som vetenskaplig ansats tolkas reklamfilmerna med hjälp av den hermeneutiska cirkeln som tillvägagångssätt. Det sekundära syftet med detta arbete är att jämföra likheter och skillnader mellan reklamfilmerna. De frågor jag ställer är 1) vilka likheter och skillnader finns i reklamfilmerna och 2) hur skiljer sig könsmönstret åt mellan reklamfilmerna. För att synligöra de strukturer som finns kommer jag att använda mig av strukturalistisk teori. Victoria Milan har fram till idag enbart producerat en reklamfilm som analyseras. Match har däremot producerat flera reklamfilmer och jag har därför valt att granska den senaste av dessa reklamfilmer. Analysen visar att båda reklamfilmernas styrka och persuasiva effekt ligger i att de förenar rationella och emotionella apeller – att den tänkta mottagaren både känner igen sig i reklamfilmerna och att de innehåller argument. Reklamfilmerna vilar på strukturalistiska binära motsatspar som ligger till grund för hur mannen och kvinnans roll i reklamfilmerna framställs/upplevs olika. I Matchs reklamfilm är det mannen som styr. I Victoria Milans reklamfilm är det kvinnan som är aktiv. En slutsats som dras är att två undermedvetna frågor väcks hos mottagaren, ”det kan bli verklighet” (Match) och ”det kan bli bättre” (Victoria Milan). Genom denna emotionella påverkan ingjuts hopp i det undermedvetna hos de tänkta målgrupperna. Hoppet mottagaren känner är ett starkt retoriskt grepp som båda företagen använder sig av. Att hitta en ursäkt till ett dåligt beteende blir dock Victoria Milans främsta retoriska grepp. Nyckelord: ethos, pathos,logos- triaden, visuell retorik, TV-reklamfilm, hermeneutik, binärt motsatsförhållande, dejting, internet, Barthes, Lévi-Strauss / This study aims to highlight the two firms Match and Victoria Milan's television commercials. The primary purpose is to explore the rhetorical strategies Match and Victoria Milan use in the commercials to attract new paying members to the sites. Each advertisement is examined through rhetorical analysis. The rhetorical theories used are the triad of ethos, pathos, logos and the semiotic aspects of denotation and connotation. In my work I also analyze video production technology to illuminate the camera angles. With hermeneutics as a scientific approach I will interpret the commercials by using the hermeneutic circle approach.The secondary objective of this work is to compare the similarities and differences between the commercials. The questions I ask are 1) the similarities and differences in the commercials and 2) how different gender patterns differ between the commercials. To visualize the structures that exist, I will use structuralist theory. Victoria Milan has until today only produced one television commercial that is analyzed. Match, however, produced several commercials and I have therefore chosen to examine the most recent of these commercials. The analysis shows that both advertising films strength and persuasive power lies in that they combine the rational and emotional Apelles – the intended recipient both recognize themselves in the commercials and that the commercials contain arguments. The Promotional Films are based on structuralist binary opposites that form the basis of how man and woman's role in advertising films are produced / perceived differently. In the Match commercial the man is in control. In the Victoria Milan commercial the woman is the one who is active. One conclusion is that two sub-conscious issues are raised by the recipient, "it can become areality" (Match), and "it could be better" (Victoria Milan). This emotional influence instilles hope in the subconscious of the intended target groups. The hope they feel is a strong rhetorical approach that both companies use. Finding an excuse for bad behavior, however, is Victoria Milan's main rhetorical strategy. Keywords: triad of ethos, pathos, logos, visual rhetoric, television commercials, binary opposition, dating, internet, Barthes, Lévi-Strauss

El racismo está presente dentro de la cultura peruana, pero de una manera muy aversiva: se expresa en forma cómica o en forma de burla. El propósito del trabajo es comprobar qué tanto perciben los comunicadores en formación la representación de personajes andinos con respecto a la estética audiovisual. Luego de investigar y leer artículos, se reconoce la relación entre los estereotipos étnicos, el racismo peruano sobre el personaje andino y la estética audiovisual de los comerciales de televisión, siendo estos normalizados en algunos casos por la sociedad peruana. Esta investigación es de carácter cualitativo, para el cual se utilizará un método de recolección de datos: una guía de entrevistas para 15 comunicadores en formación que sintonicen frecuentemente la televisión peruana. El resultado que se espera es ver si los comunicadores en formación perciben los estereotipos y representaciones de personajes andinos. Además, de qué manera lo hacen y si reaccionan o no. / Racism is present within Peruvian culture, but in a very aversive way: it is expressed in a comical way or in the form of derision. The purpose of the work is to check how much the communicators in training perceive the representation of Andean characters with respect to the audiovisual aesthetic. After researching and reading articles, the relationship between ethnic stereotypes, Peruvian racism about the Andean character and the audiovisual aesthetics of television commercials is recognized, these being normalized in some cases by Peruvian society. This research is qualitative in nature, for which a data collection method will be used: an interview guide for 15 communicators in training who frequently tune in to Peruvian television. The expected result is to see if the communicators in training perceive the stereotypes and representations of Andean characters. Also, in what way do they do it and if they react or not. / Trabajo de investigación

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