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Interracial Advertising: A Comparative Analysis On Youtube Comments On A Controversial Interracial Commercial, Jeannine Alsous
Interracial Advertising: A Comparative Analysis On Youtube Comments On A Controversial Interracial Commercial, Jeannine Alsous
Theses
This paper examines online comments to an interracial family portrayed in two online commercials for Cheerios. The study focused on an in-depth review of literature of history, symbolic interaction theory, critical race theory and co-creation of value, followed by comparative content analysis of online comments and intercoder reliability test. Four-hundred total comments were analyzed; 100 positive from each commercial and 100 negative from each. The comments were chosen by a filtering method the social media site YouTube has to select and analyze the top and most popular comments from each. After collection, a comparative content analysis of the comments was …
Putting Your Best Face Forward: A Critical Visual Analysis Of Gay Advertising Images And Self-Branding On Grindr, Gigina A. Giorgi
Putting Your Best Face Forward: A Critical Visual Analysis Of Gay Advertising Images And Self-Branding On Grindr, Gigina A. Giorgi
Theses
Advertising is used to sell a brand by depicting a lifestyle or persona that one aspires to attain. We brand ourselves, or self-brand, in accordance to how we want to be perceived by others and to convey a particular message. This study addresses the following research questions: 1) How are men presented in advertisements in gay orientated magazines? 2) How do gay men portray themselves in online dating profiles? 3) Is there a relationship between the portrayal of the male body in advertisements in Out and self-portrayal on online dating profiles? 4) What messages are gay men portraying on online …
The Analysis Of Consumers’ Affective Responses To Brand Presentation, Awareness, And Loyalty: A Contemporary Development In Selecting Media Channels, Jessica F. Mcginn
The Analysis Of Consumers’ Affective Responses To Brand Presentation, Awareness, And Loyalty: A Contemporary Development In Selecting Media Channels, Jessica F. Mcginn
Theses
In today’s digital age, it is becoming increasingly difficult for advertising professionals to effectively evaluate which media channel will best reach their target audience. This study investigated the differences in self-reported consumer affective responses to brand presentation, brand awareness, and brand loyalty by medium. An experiment was performed to determine if there were differences in brand presentation, brand awareness, and brand loyalty between traditional and digital media advertisements. Statistically significant differences were found between participants’ responses to viewing a Facebook-branded business page and a traditional print advertisement.