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Advertising Message Strategies and Executional Devices in Television Commercials from Award-Winning “Effective” Campaigns from 1999 to 2004
ADVERTISING MESSAGE STRATEGIES AND EXECUTIONAL DEVICES IN TELEVISION COMMERCIALS FROM AWARD-WINNING “EFFECTIVE” CAMPAIGNS FROM 1999 TO 2004 By STEPHEN W. MARSHALL A DISSERTATION PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY UNIVERSITY OF FLORIDA 2006 Copyright 2006 by Stephen W. Marshall This document is dedicated to my family. Without their support and enthusiasm, I would not have completed this project. God is love. ACKNOWLEDGMENTS I would like to express my thanks and extreme appreciation to all those who directly and indirectly helped me gain the knowledge to accomplish this goal. First, I would like to thank my adviser and mentor, Dr. Marilyn Roberts. Her endless enthusiasm and faith in me was inspiring during difficult times. She is a great mentor, friend and is my foundation for this degree. It has been a pleasure to conduct this dissertation with her guidance. Second, I would like to extend sincere thanks to Dr. John Sutherland. It was his initial faith in me which as led me down a new and exciting career path. I entered the Ph.D. program not knowing what roads I would travel. I knew I was committed to becoming a better researcher as well as a contributor to my profession. However, I did not realize I could be a good teacher. I will always be indebted to him for his guidance, support, but most importantly, seeing something in me I did not see in myself. Third, I would like to thank my other committee members, Dr. -
Primary & Secondary Sources
Primary & Secondary Sources Brands & Products Agencies & Clients Media & Content Influencers & Licensees Organizations & Associations Government & Education Research & Data Multicultural Media Forecast 2019: Primary & Secondary Sources COPYRIGHT U.S. Multicultural Media Forecast 2019 Exclusive market research & strategic intelligence from PQ Media – Intelligent data for smarter business decisions In partnership with the Alliance for Inclusive and Multicultural Marketing at the Association of National Advertisers Co-authored at PQM by: Patrick Quinn – President & CEO Leo Kivijarv, PhD – EVP & Research Director Editorial Support at AIMM by: Bill Duggan – Group Executive Vice President, ANA Claudine Waite – Director, Content Marketing, Committees & Conferences, ANA Carlos Santiago – President & Chief Strategist, Santiago Solutions Group Except by express prior written permission from PQ Media LLC or the Association of National Advertisers, no part of this work may be copied or publicly distributed, displayed or disseminated by any means of publication or communication now known or developed hereafter, including in or by any: (i) directory or compilation or other printed publication; (ii) information storage or retrieval system; (iii) electronic device, including any analog or digital visual or audiovisual device or product. PQ Media and the Alliance for Inclusive and Multicultural Marketing at the Association of National Advertisers will protect and defend their copyright and all their other rights in this publication, including under the laws of copyright, misappropriation, trade secrets and unfair competition. All information and data contained in this report is obtained by PQ Media from sources that PQ Media believes to be accurate and reliable. However, errors and omissions in this report may result from human error and malfunctions in electronic conversion and transmission of textual and numeric data. -
Colorblind Racism Inside the US Advertising Industry
University of Massachusetts Amherst ScholarWorks@UMass Amherst Open Access Dissertations 9-2012 Rebranding Diversity: Colorblind Racism Inside The .SU . Advertising Industry Christopher Boulton University of Massachusetts Amherst, [email protected] Follow this and additional works at: https://scholarworks.umass.edu/open_access_dissertations Part of the Communication Commons Recommended Citation Boulton, Christopher, "Rebranding Diversity: Colorblind Racism Inside The .SU . Advertising Industry" (2012). Open Access Dissertations. 621. https://doi.org/10.7275/95qd-5h25 https://scholarworks.umass.edu/open_access_dissertations/621 This Open Access Dissertation is brought to you for free and open access by ScholarWorks@UMass Amherst. It has been accepted for inclusion in Open Access Dissertations by an authorized administrator of ScholarWorks@UMass Amherst. For more information, please contact [email protected]. REBRANDING DIVERSITY: COLORBLIND RACISM INSIDE THE U.S. ADVERTISING INDUSTRY A Dissertation Presented by CHRISTOPHER BOULTON Submitted to the Graduate School of the University of Massachusetts Amherst in partial fulfillment of the requirements for the deGree of DOCTOR OF PHILOSOPHY September 2012 Department of Communication © Copyright by Christopher Boulton 2012 All RiGhts Reserved REBRANDING DIVERSITY: COLORBLIND RACISM INSIDE THE U.S. ADVERTISING INDUSTRY A Dissertation Presented by CHRISTOPHER BOULTON Approved as to style and content by: ___________________________________________________ Emily West, Chair ___________________________________________________ -
Toward a Common Understanding of Video Commercials and Narrative Advertisements
TOWARD A COMMON UNDERSTANDING OF VIDEO COMMERCIALS AND NARRATIVE ADVERTISEMENTS ---------------------------------------------------------------- A Thesis Presented to the Graduate School of Clemson University ---------------------------------------------------------------- In Partial Fulfillment of the Requirements for the Degree Master of Arts Communication, Technology, and Society ---------------------------------------------------------------- by Raine Templeton Riley May 2021 ---------------------------------------------------------------- Accepted by: Dr. Andrew Pyle, Committee Chair Dr. Erin Ash Dr. Jordan Morehouse Abstract Video commercials, or television advertisements, have gained a lot of attention in scholarship since the first television advertisement aired in 1941. In recent years, scholars have examined advertisements using the lens of narrative persuasion and as entertainment features on their own. This study builds on previous literature by identifying types of advertisements – non-narrative and narrative – and further describes narrative advertisements in terms of structural aspects and appeal types using exemplars. A set of nearly 200 unique award-winning and otherwise popular advertisements are categorized by Advertisement Type based on prior works in advertising as well as Primary and Secondary Appeal Types that emerged during analysis. Ads that had poor responses are categorized by Ad Type and in terms of their Missteps. The Narrative Advertisement Continuum, which positions non-narrative and narrative advertisements