With the development and renovation of digital information technology, images, sounds, animations, colors and other models are integrated into one system to convey information. Multimodality is also applied in language research. One example of multimodal discourse are tourism video commercials, which combine written, visual and auditory signals to construct the metaphorical meaning of advertisements. Therefore, this paper selects six pieces of German and Chinese tourism video commercials as objects, which are parsed, transcribed and annotated by ELAN 5.1. Both quantitative and qualitative approaches are adopted to analyze the selected corpus. The theoretical framework for this study is Systemic-Functional Grammar and Visual Grammar, and it aims to explore the similarities and differences in the fusion of multimodal features between German and Chinese tourism video advertisements by comparative analysis.

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.

Health and eating healthy has become increasingly popular during the recent decades. On television, countless numbers of food commercials claim their products to be healthy, and fit good looking people propagate for the benefits of the products. At the same time, there are many studies showing these marketing messages to be highly misleading. Consequently, a great extent of existing research within this field treats the subject of consumers, children in particular, and television in relation to eating habits. However, in this study, we are not interested in confirming these facts; instead we focus on the attitudes that consumers have towards these marketing messages with underlying health claims shown in TV commercials. Today, many new types of communication channels exist, nevertheless, watching TV is an increasing activity, especially among young consumers. It was found that research including young adult consumers was scarce, why the segment of university students belonging to the generation Y was chosen for this study. The purpose of this thesis is to identify the attitudes that Swedish generation Y university students have towards TV commercials with underlying health claims. The aim is also to investigate why these consumers react to the commercials the way they do. In this thesis both a quantitative and a qualitative method was used, where the qualitative method was the most dominating. Thus, it can be considered a mixed methods approach. However, the quantitative part is dominating. For the empirical study we conducted tests where a number of persons in focus groups were exposed to different TV commercials, all with an underlying health claim. The respondents answered an in-group questionnaire and thereafter during the group discussion they were asked to describe their reactions to the TV commercials. Finally, the respondents were also asked what factors they believed important to them when they consider buying a product. The Swedish generation Y university students presented a number of attitudes towards the chosen television commercials. The students did recognize the underlying health claims and furthermore indicated other factors noticed within the commercials. Also, we could see that factors such as memory, unconscious influence as well as positioning of thecommercials had an influence on the attitudes. The results also specified that factors influencing these consumers in their purchasing decision, except the TV commercial itself, were; whether they had bought the product before, what family and friends used and recommended, as well as price and quality. The above features also had an influence on how these consumers reacted to the marketing messages. The study shows that the model of the emotional process by Holbrook and O‟Shaughnessy (1984) could be followed. We furthermore built on Bagozzi et al.‟s (1999) classification of advertisements by introducing the multi message ad. To conclude, it can be stated that factors influencing these consumers‟ attitudes of TV commercials with underlying health claims had different aspects and explanations, although common patterns could be seen. / Hälsa och att äta hälsosamt har blivit alltmer populärt under de senaste decennierna. På tv hävdar ett oräkneligt antal reklaminslag för matprodukter hur hälsosamma de är och vältränade, snygga människor propagerar för fördelarna med produkterna. Samtidigt finns det många studier som visar att dessa reklambudskap är vilseledande. Följaktligen handlar en stor del av forskningen i ämnet om sambandet mellan konsumenter - i synnerhet barn, och TV i relation till matvanor. I denna studie är vi inte intresserade av att bekräfta dessa fakta, utan fokus är istället inriktat på hur tittarna tolkar reklambudskap med underliggande hälsopåståenden. Idag finns många nya typer av kommunikationskanaler, men trots det ökar TV-tittandet, i synnerhet bland unga konsumenter. Forskning kring generation Y och deras syn på TV-reklam med underliggande hälsobudskap är hittills begränsad. Syftet med denna uppsats är att identifiera de attityder som svenska universitetsstudenter tillhörande generation Y har gentemot TV reklam med underliggande hälsobudskap. Syftet är också att undersöka varför dessa konsumenter tolkar reklamen som de gör. I rapporten användes både kvalitativa och kvantitativa metoder, där den kvalitativa var mest dominerande. Man kan därför säga att en blandad metod användes för att få fram bästa resultat. För den empiriska studien gjordes ett test där ett antal personer i fyra fokus grupper fick se olika TV-reklaminslag, alla med ett underliggande hälsobudskap. Gruppmedlemmarna fick individuellt svara på ett antal frågor ur ett formulär och därefter i gruppen diskutera sina reaktioner på reklaminslagen. Hur dessa påverkade dem och vad de anser som viktigt när de själva ska köpa en produkt var andra frågor som diskuterades. Det visade sig att reklaminslagen uppfattades på olika sätt av studenterna i fokus grupperna. De identifierade de underliggande hälsobudskapen i reklamerna och även andra uppfattningar om reklambudskapen kunde utläsas. Ur resultaten kan utläsas att faktorer såsom minne, undermedvetet inflytande och även reklaminslagens position i förhållande till varandra var av vikt för hur de uppfattades. Resultatet visar också att studenterna påverkades av många fler faktorer än själva reklamen i sig, exempelvis huruvida de köpt produkten innan, vad familj och vänner använde och rekommenderade, samt pris och kvalité. Dessafaktorer påverkade även hur studenterna tolkade reklammeddelandena. Dessutom visar vi hur Holbrook och O‟Shaughnessy‟s (1984) Model of the Emotional Process, stämmer överens med resultaten i denna studie. Vi bygger även vidare på Bagozzi et al.‟s (1999) två klassificeringar av reklam och introducerar en tredje; multimeddelande-reklam. Sammanfattningsvis kan konstateras att många olika faktorer påverkade dessa konsumenters attityder gentemot TV-reklam med underliggande hälsobudskap. Trots det kunde ändå vissa gemensamma mönster utläsas.

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)

Authors: Karin Lindberg & Erika Losciale Title: The West and the Rest Level: BA Thesis in Media and Communication Studies Location: Linnaeus University Language: Swedish In today's media, the use of stereotypes and simplifications of the world and of different groups are common. It is a part of how humans make sense of the world. The problem is that these simplifications tend to encourage false notions of reality. The way charities communicate in advertising is important in order to engage the audience to donate. This study aims to examine how the non-profit organization SOS Barnbyar Sverige portray underprivileged individuals in their commercials. We have chosen to focus on two different commercials in relation to the ongoing refugee crisis in Europe. The first commercial has no relation to the crisis and the second one is an attempt to show the viewer the situation of a refugee. We have studied the material through a qualitative semiotic method, also using colonialism, stereotypes and representation as theoretical frame- work in order to examine whether or not certain notions and simplifications are reproduced in the commercials from this organization. Our study has shown that there were a lot of colonial ideals and stereotypes to be found in SOS Barnbyars commercials, thus fueling the polarization of us and them and the Other.

<p><strong>Problem: </strong>As almost everyone has a cell phone today, keeping your customers is very important. An important group for cell phone carriers is young people. This is a group that uses cell phones more and more. However, attracting these people could be hard. One of the most common strategies to attract customers today is promotion through TV-commercials. Another strategy that has gained popularity is branding. We therefore asked ourselves how these strategies could affect each other and eventually young peoples’ choice of cell phone carrier.</p><p><strong>Purpose: </strong>Our purpose is to investigate how branding and communication strategies are best used in cell phone carriers TV- commercials, and how they affect young peoples’ consumer behavioral processes.</p><p><strong>Method: </strong>To solve the purpose of this thesis we have used an inductive approach. We have gathered both quantitative and qualitative data. Quantitative data have been collected from a questionnaire filled out by students from Jönköpings University and qualitative data from a focus group we have held. The results were analyzed with help from theories about communication strategies and branding.</p><p><strong>Conclusion: </strong>Branding has a strong influence on young peoples’ view on cell phone carriers TV- commercials. However cell phone carriers TV- commercials have no direct effect on young peoples’ choice of cell phone carrier. It just has an indirect effect since; TV- commercial can be considered a source of information or a way of forming attitudes.</p>

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2016-09-28T17:28:37Z No. of bitstreams: 1 Ioná Pizzi Dourado.pdf: 1583132 bytes, checksum: abc201428bb63225c375e33e34ad41b9 (MD5) / Made available in DSpace on 2016-09-28T17:28:37Z (GMT). No. of bitstreams: 1 Ioná Pizzi Dourado.pdf: 1583132 bytes, checksum: abc201428bb63225c375e33e34ad41b9 (MD5) Previous issue date: 2016-06-30 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This work, supported by Greimas’ semiotics, proposes to study the construction of a male meaning in the selected commercials. From commercials of personal care products aimed at male public, twelve commercials broadcasted in the last 5 years on TV and on the Internet, between 2012 and 2016, which advertised products in scenes of male behaviour, were examined. The project here presented inquiries how these commercials produce the publicity simulacrum which will render the male meaning in current society. The traditional male stereotype has continued to be presented, nevertheless, new appeals and approaches were incorporated. The main objectives of this research, therefore, are to perceive how the masculinity meanings are built in publicity in dialogue with other discursive expressions of Brazilian social environment and to contribute to communication studies so that it consolidates a methodological path, which enables the observation of the articulate phenomenon of meanings amongst publicity, audience and Brazilian society, from the investigation of the diverse factors involved in the communicational process. In this perspective, the social representations of men in publicity are analysed through a semiotic angle, in which men are <<advertising signs>>, integrated in meaning generative programmes. In this sense, the man is analysed in advertising texts while an agent, subject to action, implying a narrative conceptualization of the advertising message. In order to deepen the discussions in relation to masculinities, the texts from Connell, Nolasco, Bourdieu were important. And texts from discursive semiotic scholars: Barros, Greimas, Landowski, Oliveira and Fantinatti, Fiorin, have guided the semiotic analysis / O presente trabalho, apoiado na semiótica greimasiana, propõe-se a estudar a construção do sentido de masculino nos comerciais selecionados para esta pesquisa. A partir de comerciais de produtos para cuidados pessoais, dirigidos ao público masculino, examinaram-se doze comerciais veiculados nos últimos cinco anos, na TV e na Internet, entre 2012 e 2016, cujos produtos se destinavam ao público masculino. O projeto aqui apresentado investiga como esses comerciais produzem o simulacro da publicidade que dará o sentido de masculino na sociedade atual. O estereótipo masculino tradicional é apresentado, porém, novos apelos e abordagens foram incorporados. Os objetivos principais desta pesquisa, portanto, são caracterizados pela percepção de como se constroem os sentidos de masculinidade na publicidade, em diálogo com outras manifestações discursivas do ambiente social brasileiro. Além disso, pretende contribuir com os estudos da comunicação, de forma a consolidar um percurso metodológico que permita observar o fenômeno da articulação de sentidos entre publicidade, audiência e sociedade brasileira, a partir da investigação dos diversos fatores envolvidos no processo comunicacional. Nessa perspectiva, as representações sociais do homem na publicidade são analisadas através de um ângulo semiótico, em que os homens são «signos publicitários», integrados em programas gerativos de sentido. Dessa forma, o homem é analisado no texto publicitário enquanto um actante, sujeito de ação, implicando uma conceptualização narrativa da mensagem publicitária. Para aprofundar as discussões em relação às masculinidades, foram importantes os textos de Connell, Nolasco, Bourdieu, ademais dos textos dos estudiosos da semiótica discursiva: Barros, Greimas, Landowski, Oliveira e Fantinatti e Fiorin que nortearam a análise semiótica greimasiana

Bien que les annonces soient généralement présentées en écran publicitaire c’est-à-dire en un bloc ininterrompu d’annonces, peu de recherches ont pris en compte ce « contexte rapproché » (le contexte immédiat d’une annonce étant les autres annonces qui l’entourent). L’objectif de cette recherche est donc de tenter de mieux comprendre les nombreuses interactions et influences qui se produisent au sein d’une séquence publicitaire et d’étudier si une ou plusieurs annonces peuvent créer un « climat » pour les publicités suivantes qui pourrait améliorer ou réduire les effets de celles-ci. Dans ce cadre, cette recherche s’est centrée sur l’influence des effets de contexte sur les réactions affectives déclenchées par les annonces en d’autres termes sur l’existence d’effets de séquence affectifs au sein d’un écran publicitaire. Etant donné l’absence de littérature spécifique en marketing, plusieurs théories issues de la psychologie (théorie de l’assimilation-contraste, théorie de l’adaptation, théories de l’humeur, théorie du transfert affectif) ont été utilisées pour construire un cadre théorique capable de prédire l’occurrence des différents effets de séquence affectifs potentiels (assimilation, contraste, adaptation et inhibition) au sein de l’écran publicitaire. Les hypothèses proposées ensuite se sont centrées soit sur les effets de proaction (effets des annonces précédentes) soit les effets de rétroaction (effets des annonces suivantes). En outre, les hypothèses ont été rédigées afin de mettre en évidence l’importance de chacune des trois caractéristiques principales des réactions affectives à savoir l’intensité, la polarité et le contenu. La méthodologie présidant à la validation des hypothèses de recherche repose sur la mise en place d’un protocole expérimental rigoureux (procédures de pré-test des stimuli publicitaires, constitution de groupes « équivalents » de sujets sur base de caractéristiques marketing, psychologiques et socio-démographiques, utilisation de plusieurs méthodes - décodage des expressions faciales, moniteur des réactions affectives, échelles verbales - pour mesurer les réactions affectives effectivement déclenchées par les annonces lorsqu’elles sont en contexte). A l’issue d’une vaste étude (sur 500 personnes) constituée de 4 expérimentations menées en laboratoire sur les effets de séquence, il a ainsi été montré que les réactions affectives déclenchées par les annonces environnantes (qu’elles soient placées avant ou après l’annonce-cible) pouvaient dans certaines circonstances avoir une influence sur les réactions affectives effectivement induites par l’annonce-cible et par conséquent sur l’efficacité publicitaire de celle-ci. Différents types d’effet de séquence affectif ont été observés (effet d’assimilation, effet de contraste, effet d’adaptation, effet d’inhibition). Cette étude a permis de souligner qu’il était indispensable de tenir compte à la fois de la polarité et de l’intensité des réactions affectives induites afin d’être à même de prédire quel type d’effet de séquence est susceptible d’être observé. En outre, de nombreuses variables caractéristiques tant de l’individu ou de l’annonce que de l’environnement sont susceptibles d’influer sur ce type d’effets ou d’interagir avec lui. Finalement, de nombreuses implications tant théoriques et méthodologiques que managériales ont été mises en évidence et des voies de recherches futures sont ouvertes. Despite the importance of the affective stream of research in the advertising literature and the fact that most of the commercials are run in pods, the effect of the position in a sequence on affective reactions elicited by commercials has been understudied. The goal of this dissertation is to break new ground to understand this complex phenomenon. The central problem of this research is the effects of commercials as contexts for other commercials. How commercials will create a specific context for other commercials embedded in the same pod since the closest advertising context of a commercial is in fact the other ads of the string We are especially interested in the influence of context effects on the affective reactions elicited by the ads, in other words, in the existence of affective sequence effects in a pod. Given the scarcity of research devoted to affective sequence effects and of specific marketing literature, we need to build on other research streams or psychological theories to constitute the conceptual framework (the assimilation-contrast theory, mood theories, priming research, excitation transfer theory, adaptation theory) and in order to try to understand and predict the four potential affective sequence effects (spillover, assimilation, contrast and adaptation effect). The research hypotheses examine both proaction effect (the effect of preceding ads) or retroaction effect (the effect of succeeding ads) and stress the importance of taking into account each of the three characteristics of the affective reactions (i.e., polarity, intensity and content). The methodology and the experimental design used to validate the research hypotheses are extremely rigorous (pretesting phase, check of the groups equivalence based on marketing, socio-demographical and psychological variables, use of three complementary methods in order to measure the ad-induced affective reactions (emotional facial expressions coding, feelings monitor and post-facto verbal measurement)). The results obtained in our four laboratory experiments (n = 500) show that when commercials are aired in a pod, sequence effects are clearly observed. This is a core contribution of this dissertation. In terms of ad effectiveness, if the affective context has no clear direct effect on the attitude toward the ad, it has for some ads an effect on the relationship between the affective reactions elicited and Aad. Several types of affective sequence effects have been observed (assimilation, contrast, adaptation and spillover effect). The importance of taking into account simultaneously the intensity and the polarity of affective reactions induced to determine which type of sequence effects is likely to be observed is also stressed. Moreover, due to the complexity of the phenomenon, numbers of variables (personal as well as contextual) are likely to impact on the type of observed effects and to interact with these effects. Finally, the discussion and conclusions chapter offers a discussion of the results, reminds of some limitations and develops on implications of the current study as well as avenues for future research.

Problem: As almost everyone has a cell phone today, keeping your customers is very important. An important group for cell phone carriers is young people. This is a group that uses cell phones more and more. However, attracting these people could be hard. One of the most common strategies to attract customers today is promotion through TV-commercials. Another strategy that has gained popularity is branding. We therefore asked ourselves how these strategies could affect each other and eventually young peoples’ choice of cell phone carrier. Purpose: Our purpose is to investigate how branding and communication strategies are best used in cell phone carriers TV- commercials, and how they affect young peoples’ consumer behavioral processes. Method: To solve the purpose of this thesis we have used an inductive approach. We have gathered both quantitative and qualitative data. Quantitative data have been collected from a questionnaire filled out by students from Jönköpings University and qualitative data from a focus group we have held. The results were analyzed with help from theories about communication strategies and branding. Conclusion: Branding has a strong influence on young peoples’ view on cell phone carriers TV- commercials. However cell phone carriers TV- commercials have no direct effect on young peoples’ choice of cell phone carrier. It just has an indirect effect since; TV- commercial can be considered a source of information or a way of forming attitudes.

The object of the thesis – the communicates of TV commercials. The objective of the research – based on the speech act theory, to analyze micro acts (linguistic act sub-units of smaller scale) involved in TV commercials broadcast in Lithuania, their intentions (functions), and to reveal specifics of linguistic structure expression, and its interaction with image and sound. TV commercials have never been analyzed based on the speech act theory before. Moreover, linguistic act classification has been applied to TV commercials for the first time ever. There is examined the structure of advertising macro act, developed typology of micro acts. Detailed classification of micro acts highlights intentions of sayings of broadcast television commercials. The intentions convey the intents of message sender (addresser). It’s noticed that image and / or sound can convey particular intentions, which consist with intentions of linguistic acts or complement them. Expression of the linguistic relation between addresser and addressee is actual for analysis of linguistic acts of broadcast TV commercials. It depends on the objective group of the consumers. The research of micro acts of broadcast TV commercials realizing that speech act theory encompassed by pragmatic linguistics can be purposefully used for analysis of TV commercials. / Disertacijos tiriamasis objektas – transliuojamųjų televizijos reklamų komunikatai. Tyrimo tikslas – remiantis kalbinių aktų teorija, išanalizuoti Lietuvoje transliuotų televizijos reklamų komunikatų mikroaktus (smulkesnes kalbinių aktų atmainas), jų intencijas (funkcijas), atskleisti kalbinės struktūros raiškos specifiką bei sąveiką su vaizdu ir garsu. Iki šiol transliuojamosios televizijos reklamos nebuvo analizuotos remiantis kalbinių aktų teorija, be to, pirmą kartą joms tirti pritaikyta kalbinių aktų klasifikacija. Disertacijoje nagrinėjama transliuojamųjų televizijos reklamos makroakto struktūra, sukuriama atitinkama mikroaktų tipologija. Smulkus mikroaktų skirstymas išryškina transliuojamųjų televizijos reklamų pasakymų intencijas, kuriomis perteikiami reklaminio pranešimo siuntėjo (adresanto) ketinimai. Atkreipiamas dėmesys į tai, kad reklamos vaizdu ir / ar garsu taip pat galima perteikti tam tikras intencijas, kurios sutampa su kalbinių aktų intencijomis ar jas papildo. Transliuojamųjų televizijos reklamų kalbinių aktų analizei aktuali adresanto ir adresato kalbinė raiška, kuri priklauso nuo to, į kurią tikslinę vartotojų grupę kreipiamasi. Atliktas transliuojamųjų televizijos reklamų mikroaktų tyrimas atskleidžia, kad pragmatinės lingvistikos kalbinių aktų teorija gali būti tikslingai taikoma analizuojant televizijos reklamas.