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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

Theory in Culture: Toward a Psychoanalytic Criticism of Advertising

Bellinson, Robin L 09 June 2006 (has links)
The role of advertising in postmodern culture is far more than an impetus to capitalist economy; from its first full flowering in the 1920s, it has addressed its human subjects in ways that exceed considerations of monetary exchange. Advertising has come not only to sell people what they desire – it has also materially changed their desire, and thus the people themselves in the process. Certainly ‘individuals’ have become ‘consumers’ – but the problem is greater than this. Advertising, with its undeniable aspects of fantasy, often stands in complete opposition to critical thinking. This examination explores advertising’s effects on the individual through the critical lenses of ideology and psychoanalysis, concluding that although ideology is a relevant methodology, it remains incomplete. Psychoanalytic theory, on the other hand, provides multiple avenues of interpreting how advertising addresses both the conscious and the unconscious mind, and offers a potential methodology for personal resistance and social change.
2

A Field Test of the Effectiveness of Different Print Layouts: A Mixed Model Field Experiment in Alternative Advertising

Lehmann, Dominik, Shemwell, Donald J. 01 January 2011 (has links)
This article investigates the effectiveness of bathroom print ads. Using liquor as the product domain, field study data (n = 146) indicate a high level of ad (60%) and product category (80%) recall. Contrary to the literature and the researchers' hypothesis, respondents had a significantly higher level of recall for copy dominant than for visual dominant ads. Hypotheses suggesting that color advertisements would outperform non-color advertisements and interactions between ages and visual-based versus copy-based stimuli and gender and visual-based versus copy-based stimuliwere not supported by the data. The implications for practitioners of the effectiveness of copy rich ads and suggested directions for future research are discussed.

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