In One Ear And In The Other

The Net Effect of Advertising Frequency

Brent Wiethoff (Autor)

Buch | Softcover

64 Seiten

2009
VDM Verlag Dr. Müller
978-3-639-13993-8 (ISBN)

Infos

This research used both quantitative and qualitative
methodologies to explore the possible effects and
functions that advertising may perform in developing
individuals'' attitudes. Using the Elaboration
Likelihood Model (Petty & Cacioppo, 1984) and
Cultivation Theory (Gerbner, 1979), advertising is
viewed as a frequently repeated, consistent set of
messages that reinforce consumer ideas and values.
The net effect of advertising is examined through
focus group discussion of high-media/high-materialist
individuals. Results of the study show four themes
emerging from advertising (advertisements as an
entrance to participation in culture, advertisements
as a landscape, advertisements as validation and
legitimacy, and advertisements as needgenerators).
Discussion of these themes is presented, as well as
avenues of further research in the net effect.

Autor

Brent Wiethoff is a student of communication in life. He
received his BFA in Communication Design and his MA in
Communication, focusing on the role of design in contemporary
capitalist culture. He currently runs a small graphic design
firm in Texas.

Produkt-Details

• Sprache: englisch
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Allgemeines / Lexika
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft
• ISBN-10: 3-639-13993-3 / 3639139933
• ISBN-13: 978-3-639-13993-8 / 9783639139938
• Zustand: Neuware