This structural analysis examined fourteen television commercials using a method developed by Claude Levi-Strauss. The commercials were divided into two product groups, restaurant and cleaning products advertising, which made up the "myths" to be analyzed. Binary oppositions in each myth were identified and, according to the methodology, charted to reveal new relationships, and ultimately the hidden messages in the advertising. This study confirmed that television advertising does function in our society much the same as myth does in the primitive societies studied by Levi-Strauss. It offers answers to problems and upholds the existing order of things in that society, and it may function on more than one level to convey its messages.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc503986 |
| Date | 05 1900 |
| Creators | Alpin, Suzanne Huston |
| Contributors | O'Donnell, Victoria, Staples, Donald E. |
| Publisher | North Texas State University |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | iii, 88 leaves, Text |
| Rights | Public, Alpin, Suzanne Huston, Copyright, Copyright is held by the author, unless otherwise noted. All rights reserved. |
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