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Claims Of Mistaken Identity: An Examination Of U.S. Television Food Commercials And The Adult Obesity Issue, Cristina Delgado
Claims Of Mistaken Identity: An Examination Of U.S. Television Food Commercials And The Adult Obesity Issue, Cristina Delgado
Electronic Theses and Dissertations
Obesity is one of the major public health issues in the United States, often regarded as part of a global crisis. Companies invest billions of dollars each year towards television advertising campaigns aimed at convincing audiences how their ground-breaking discovery 'battles the bulge' or somehow offers an increased health benefit. This study examined how advertisers presented health-related claims, including health and nutrient-content claims, in U.S. adult-targeted television food commercials. The claims were compared to FTC, FDA, and USDA laws, regulations, and recommendations. A content analysis of food advertising was conducted of commercials from major and cable network programs broadcast during …
Internet Advertising: Are We Breaking Ground Or Moving Dirt?, Jaime Marshall
Internet Advertising: Are We Breaking Ground Or Moving Dirt?, Jaime Marshall
Electronic Theses and Dissertations
Seeking to validate the Elaboration Likelihood Model (ELM) of Persuasion for the online advertising context, a laboratory experiment utilizing 240 undergraduates was conducted at a southeastern university. The quality of banner advertisement contents--product endorser (spokesperson) and arguments (headlines)--were manipulated testing the variables' effect on click-through and attitude toward the advertisement for groups with high and low levels of product category involvement. Exploring a replica of a popular music website, participants were exposed to the test banners on the site's homepage. Due to the limited number of click-throughs, the relationship between the independent variables and click-through could not be established. However, …