Social and Behavioral Sciences Commons^™

Rebranding Religion, Parker Brown

Capstones

The Mormon church spends millions on focus group, lobby groups, surveys, public relations, and marketing, all to fix a single problem: When Americans are asked what they think of Mormons, fewer than 50% give a positive answer. This is the story of God-vertising, of what happens when the traditions of religion meet the proselyting tools of the modern world.

Advertising And The Creation Of Exchange Value, Zoe Sherman

Doctoral Dissertations

Advertising and the Creation of Exchange Value explores the economics of the industry and the commodification of communications that characterizes consumer goods advertising in the U.S. I consider three phases of communications that take on three distinct commodity forms. First is access to attention, the interception of the audience’s perception; Chapter One, “The Commodification of Audience Attention in the U.S., 1865-1920” traces the conversion of audience attention to commodity form as advertising space/time. Second is content; Chapter Two, “The Value Analytics of Advertising,” examines the nature of advertising content as a commodified form of speech, produced on demand for purchasers …

Teaching About Propaganda: An Examination Of The Historical Roots Of Media Literacy, Renee Hobbs, Sandra Mcgee

Journal of Media Literacy Education

Contemporary propaganda is ubiquitous in our culture today as public relations and marketing efforts have become core dimensions of the contemporary communication system, affecting all forms of personal, social and public expression. To examine the origins of teaching and learning about propaganda, we examine some instructional materials produced in the 1930s by the Institute for Propaganda Analysis (IPA), which popularized an early form of media literacy that promoted critical analysis in responding to propaganda in mass communication, including in radio, film and newspapers. They developed study guides and distributed them widely, popularizing concepts from classical rhetoric and expressing them in …

"Writing Congress - The Electoral Connection," At University Of Georgia, David R. Mayhew

David Mayhew

No abstract provided.

Gendered Construction Of The Female Identity, Julie L. Lemley

Journal of Undergraduate Research at Minnesota State University, Mankato

Since Garfinkle’s ground-breaking work on labeling in the 1950’s, the link between identity formation, specifically as constructed by external social messages intentionally directed by authority, and resultant behaviors has been well established. This research has extended upon this assumption, applying critical media and rhetorical methods to advertising aimed at adolescents, a particularly vulnerable group at a point of transition and identity formation. The adolescent negotiation of the transition from childhood (child identity) to adulthood (adult identity), has always been a uniquely critical stage of development. Moreover, the research has indicated that adolescents are particularly susceptible to influence by those in …

The Basis Of Self And Other In Gender Constructed Identity, Julie L. Lemley

Journal of Undergraduate Research at Minnesota State University, Mankato

This paper is an extension of previous research projects wherein I applied theories of identity and labeling (Garfinkle), power (French and Raven) and gender (Pearson, West and Turner) to adolescent girls’ identity construction. Using methods of textual criticism, I argued then that the advertising targeting adolescent girls at the crucial transitional period between child identity and adult identity was dominated by patriarchal imagery, the implications of which are sexual violence, low-self esteem and self-objectification by young women. This paper applies the same methodology but to identity formation of adolescent boys, arguing on the basis of Hegel’s master-slave dialectic that adolescent …

A Critical Analysis Of Media Images Depicting The New Athletic Body Ideal And One Woman's Experience With Them, Kelsey Mischke

Journal of Undergraduate Research at Minnesota State University, Mankato

The ideal body type for women in the United States is morphing into one that not only requires a thin physique, but visible muscle definition and fitness. The athletic body type must still possesses feminine qualities such as large breasts, a smaller buttocks, and soft curves. Advertisements, fitness magazines, and internet memes have created a new level of perfection. However, this new ideal body type is still computer generated, created from parts of multiple women, and largely unobtainable. Since its emergence, little research has critically assessed these images and their effects of women’s self-evaluations. A feminist perspective was used to …

Handcuffing Speech: Federal Fraud Statutes And The Criminalization Of Advertising, Carmen Maye

Theses and Dissertations

The potential criminalization of deceptive advertising implicates the adequacy of regulatory oversight by the Federal Trade Commission (FTC) and the proper balance between the free flow of information and the Government’s role in consumer protection. Is there a need for, and room for, both FTC and Department of Justice (DOJ) oversight on the deceptive advertising front? These issues have ramifications for the courts, who bear the burden of adjudicating challenged applications of that policy, and also for the orderly functioning of government, which must accommodate the convergence of competing interests and divisions of authority.

Many fraudulent schemes are perpetuated without …

Sex And Shock Jocks: An Analysis Of The Howard Stern And Bob & Tom Shows, Lawrence Soley

Lawrence Soley

Studies of mass media show that sexual content has increased during the past three decades and is now commonplace. Research studies have examined the sexual content of many media, but not talk radio. A subcategory of talk radio, called “shock jock” radio, has been repeatedly accused of being indecent and sexually explicit. This study fills in this gap in the literature by presenting a short history and an exploratory content analysis of shock jock radio. The content analysis compares the sexual discussions of two radio talk shows: Infinity’s Howard Stern Show and Clear Channel’s Bob & Tom Show.

Improving The Effectiveness Of Print Advertising Copy Using The Theory Of Planned Behavior As A Guide, Nkenge Kirton

Master's Theses (2009 -)

The purpose of this study was to discover whether the Theory of Planned Behavior (TPB) (Ajzen, 1991) could be applied and tested toward the improvement of destination advertisements. Specifically, the purpose was to understand the process through which a destination advertisement could influence behavioral intention. Understanding this process would help advertising professionals in the tourism industry. The destination used in this experiment was fictitious. The study used a posttest-only experiment with three conditions. One condition saw an advertisement with a behavioral belief appeal. Another condition saw an advertisement with a descriptive normative belief appeal. The third condition saw an advertisement …

Anonymous Speech And Section 527 Of The Internal Revenue Code, Donald B. Tobin

Donald B. Tobin

No abstract provided.

Poly Royal 2014: Applying Communication Concepts In Order For A Successful Annual Rodeo Event, Shyan Souza

Communication Studies

No abstract provided.

How Not To Get Lost In The Shuffle: Producing The Most Effective And Eye-Catching Press Release, Erica Derrico

Journalism

The following study investigates how to produce the most effective and eye-catching press release on a national level for Summit Outdoor Supply (S.O.S). Winter quarter of 2014, my partner and I worked on a local campaign for S.O.S., using traditional text-based press releases to get media coverage. Although we did see some success with the traditional press release, there were often times our releases would get lost in the shuffle of the many releases that media outlets received each day. My goal with this project is to learn how to produce a press release that will get noticed out of …

Traditional Masculinity & Advertising Image Approval, Danielle W. Kailing, Peggy Cantrell Phd

Undergraduate Honors Theses

This project investigates the relationship between adherence to traditional masculinity and approval of selected advertising images. Because traditional masculinity includes characteristics supportive of aggression and dominance; I hypothesize that an increase in adherence to traditional masculinity will correlate with approval of the violence found in some print advertisements. Participants include 259 men who completed an anonymous, online, survey. Adherence to masculinity is measured using the Male Role Norm Inventory-Revised (MRNI-R) (Levant, et. al, 2007). Each picture is scored on a 5-point Likert Scale. As hypothesized, an increase in total MRNI-R score, is significantly correlated with an increase in the approval …

Precious Lord, Take My Brand: Consumer Analysis Of Branding Effectiveness Of First Hattiesburg, Kelsey D. Walsh

Honors Theses

This study provides insight into consumer perception of First Hattiesburg’s image strategy, physical space/environment, and personnel/human factors and how they have enticed the community to attend and even become partners at First Hattiesburg. Furthermore, this study provides a unique look at integrated marketing communication (IMC) in a religious organization. Results of this study indicate that First Hattiesburg’s branding style, particularly the consistency of its IMC, contributes significantly to members/attendees’ positive view of the church. Because First Hattiesburg’s branding is so different from most southern Baptist churches and the church is currently experiencing a season of growth, it can be inferred …

A Not-So-Beautiful Campaign: A Feminist Analysis Of The Dove Campaign For Real Beauty, Caitlin M. Mccleary

Chancellor’s Honors Program Projects

No abstract provided.

How And When Advertising Can Influence Memory For Consumer Experience, Kathryn A. Braun-Latour, Michael S. Latour, Jacqueline E. Pickrell, Elizabeth F. Loftus

Kathryn A. LaTour

Recent "paradigm shifting" research in consumer behavior dealing with reconstructive memory processes suggests that advertising can exert a powerful retroactive effect on how consumers remember their past experiences with a product. Building on this stream of research, we have executed three studies that incorporate the use of false cues with the aim of shedding new light on how post-experience advertising exerts influence on recollection. Our first experiment investigates an important but yet unexplored issue to advertisers who are perhaps reticent about embracing this paradigm: Does the false cue fundamentally change how consumers process information? After finding that when the false …

Postexperience Advertising Effects On Consumer Memory, Kathryn A. Braun

Kathryn A. LaTour

Past research suggests that marketing communications create expectations that influence the way consumers subsequently learn from their product experiences. Since postexperience information can also be important and is widespread for established goods and services, it is appropriate to ask about the cognitive effects of these efforts. The postexperience advertising situation is conceptualized here as an instant source-forgetting problem where the language and imagery from the recently presented advertising become confused with consumers’ own experiential memories. It is suggested that, through a reconstructive memory process, this advertising information affects how and what consumers remember. Consumers may come to believe that their …

Software Architecture And Development For Controlling A Hubo Humanoid Robot, Anne Giulia Pellicciotti

Open Access Theses

This study considers the level of involvement of participants viewing bilingual and English language TV commercials. It analyzes results from 295 non-Hispanic participants studying at a Midwestern university. In the study, participants were asked to view four commercials. Using Zaichkowsky's (1994) 10-item Personal Involvement Inventory (PII), participants scaled the advertisements on a 7-level scale. The scale evaluated participants' emotional and cognitive involvement with the ad. This between-subjects design required that participants be randomly separated into viewing all-English or all-bilingual advertisements. Findings showed no significant difference in involvement levels between bilingual or English commercials within this demographic group. Those with higher …

Selling Life To Abortion-Seekers: A Content Analysis Of Passive And Active Persuasion In Crisis Pregnancy Center Marketing, Alexander Kocman

Masters Theses

For supporters of the pro-life cause, crisis pregnancy centers (or CPC's) have become the "darlings of the movement," according to the New York Times (Belluck, 2013), offering women with unplanned pregnancies free advice, information, classes, childcare, and needed supplies. For abortion advocates, such establishments are intended to seduce vulnerable abortion-seekers into a situation where they will be counseled out of an abortion and possibly even proselytized. Yet for as much controversy as exists in the news media, medical community, and legal realm about CPC's, there is an unsettling lack of understanding of how--and why--CPC's market themselves the way they do. …

Oral History Interview With Sharon Tan: Growing Smu, Sharon Tan

Oral History Collection

The interview covered: first involvement with SMU, risks in joining a new university, roles and responsibilities for corporate communication, first advertising campaign, branding SMU, Bukit Timah campus, first commencement, city campus, Advancement Office, endownments, Lee Kong Chian gift, alumni.

Sharon Tan was the Director of Corporate Communications and Director of the Office of Advancement and Alumni in SMU until 2014.

The Combination Of Organization And Emotion: An Immediate Free Recall Task, Christopher O. Hunt

Seaver College Research And Scholarly Achievement Symposium

Both organization (e.g., semantic-relatedness) and emotional valence have been found to lead to better memory as seen through the superior recall of semantically-related and emotionally-valenced lists. However, research suggests that these two factors may not only lack an additive effect when combined, but may result in worse recall. Based on this research, we hypothesized emotion would hinder recall of a semantically-related list by impairing the relational processing that usually benefits recall of semantically-related material. This hypothesis was supported, as it was found that emotional valence resulted in reduced recall in a semantically-related list. This finding may have important implications for …

Responsibility Messages In Alcohol Advertising - Just One More Selling Tool?, Sandra C. Jones, Kirsten Brighten

Sandra Jones

Abstract presented at the Australasian Professional Society on Alcohol and other Drugs Conference 2013, 24-27 November 2013, Brisbane, Australia

Regulation Of Alcohol Advertising: Policy Options For Australia, Sandra C. Jones, Ross Gordon

Sandra Jones

A systematic search of academic databases was conducted to identify all refereed papers published between 1990 and 2012 on the regulation of alcohol advertising in Australia and three comparison countries (New Zealand, Canada and the UK). This paper reviews the codes that apply to alcohol advertising in each of the four countries, research into the effectiveness of these codes, and the small body of research into consumer attitudes towards alcohol advertising regulation. This review adduces considerable evidence that alcohol advertising influences drinking behaviours, and that current regulatory systems based on co-regulation and voluntary regulation (as is the case in Australia) …

Health Claims And Food Advertising: Comparison Of Marketing And Nutrition Experts' Ratings Of Magazine Advertisements, Sandra C. Jones, Peter Williams, Linda C. Tapsell, Kelly L. Andrews

Peter Williams

To determine the nature and differences in expert opinion from the fields of nutrition and marketing on the use of health claims in the 30 most frequently appearing Australian magazine food advertisements, a survey was conducted with 28 nutritionists and 21 marketing experts in Australia and New Zealand. The experts assessed the advertisements with respect to the accuracy of the nutrition claims, the tactics and intentions of the advertising strategy and the accessibility of the nutrition information to lay consumers. Of 28 advertisements where a claim was identified, for only one did more than 90% believe the claim to be …

Spring 2014

Conversations

Notes from the dean; Behind the scenes at DePaul's award-winning student newspaper; PRAD students explore agency life in the city that never sleeps; On the air with Good Day DePaul and Radio DePaul; Faculty tackle op-eds in national project; Alumna puts theories into practice as an advocate for physician groups; All for DePaul campaign; Around the college; Accolades

Do Sympathy Biases Induce Charitable Giving? The Effects Of Advertising Content, K. Sudhir, Subroto Roy, Mathew Cherian

Cowles Foundation Discussion Papers

We randomize advertising content motivated by the psychology literature on sympathy generation and framing effects in mailings to about 185,000 prospective new donors in India. We find significant impact on the number of donors and amounts donated consistent with sympathy biases such as the “identifiable victim,” “in-group” and “reference dependence.” A monthly reframing of the ask amount increases donors and amount donated relative to daily reframing. A second field experiment targeted to past donors, finds that the effect of sympathy bias on giving is smaller in percentage terms but statistically and economically highly significant in terms of the magnitude of …

A Study Of The Effect Of Product Placement In Television Shows And Its Influence On Consumer Behavior, Danielle Patton

Communication Studies

This study investigated the use of product placement in television shows as a catalyst for product purchasing behavior. It was hypothesized that television viewers would be more likely to purchase a product seen through a product placement in a television show than in a commercial advertisement. Furthermore, it was also hypothesized that viewers would be more influenced to buy a product if they saw a favored television character interacting or promoting the product. These hypotheses were tested by running a bivariate correlation to determine the correlation between television viewing and purchasing habits, a paired sample t-test to determine whether there …

How Coviewing Reduces The Effectiveness Of Tv Advertising, Steven Bellman, John R. Rossiter, Anika Schweda, Duane Varan

John Rossiter

In the present study – a naturalistic laboratory experiment – coviewing of TV commercials reduced their effectiveness (delayed proven ad recall) from 63%, obtained by single viewers, to 43%, for both coviewers. During coviewing, the ‘mere presence of another’ apparently distracts each coviewer’s attention from the screen. The reduction in TV ads’ effectiveness due to coviewing is equivalent to the loss from channel-change zapping, which reduces ad recall to 45%. More deleterious but less prevalent modes of digital video recorder-enabled ad avoidance are skip-button zapping, which reduces recall to 35%, and moderately fast zipping (X 8 fast forward), …

Visual Creativity In Advertising: A Functional Typology, John R. Rossiter, Tobias Langner, Lawrence Ang

John Rossiter

There are many ways in which the visuals of an advertisement can be made "creative." In this article, we propose a new typology of visual creative ideas. The typology is functlonal in that the first type, literal product or user visuals, which are "noncreative" in the usual sense gain selective attention, by a product category-involved audience. The other three types, in contrast, are "creative" and can force reflexive attention among low-involved audiences. These are called pure attention getters, including the innate erotic, baby, and direct-gaze schemas, and the learned shock, celebrity, and culture-icon and subculture-icon schemas; distortional attention getters, including …