Public Relations and Advertising Commons^™

The Effectiveness Of The Israeli Digital Diplomacy Targeting The Arab Public On Social Media Platforms, Moeen Koa, Hiba Nassar

An-Najah University Journal for Research - B (Humanities)

This study assessed the effectiveness of the Israeli occupation state's digital diplomacy directed at the Arab public according to a three-dimensional framework. The study employed content analysis to analyze a sample of posts from two Israeli official pages on Facebook from October 13 to November 13, 2022, based on three dimensions proposed by Bjola and Jiang (2015): agenda-setting, presence-expansion, and conversation-generating. The results showed that despite the effectiveness of the occupying state's digital diplomacy according to these dimensions, the authors see these dimensions as superficial metrics that do not express the efficacy of this type of diplomacy. The high number …

My Ceo Has An Instagram? An Analysis Of Fortune 500 Ceo’S Personal Instagram Accounts, Courtney Dail Francis

Masters Theses

As social media evolves and changes, so does the need to be more active online. This need also applies to CEOs who have a direct pipeline to consumers. What CEOs post can have an impact on their organization and give a greater understanding as to who they are as a person, not just as a business leader. In this quantitative study, Fortune 500 CEO Instagram accounts are analyzed to better understand the overall theme of the content they are posting. It was found that the most popular styles posted on these accounts was personal posts and company/CEO/industry news and events. …

A Website Content Analysis Of Corporate Animal Welfare Messaging, Olivia Morris, Jefferson D. Miller, Isabel Whitehead

Journal of Applied Communications

The purpose of this study was to identify and describe the nature of corporate positions on animal welfare available on the websites of five meat producing companies in the U.S. The results of the content analysis illustrated that there were common topics among the dialogs the companies were willing to open related to their animal welfare positions. The companies typically took a general approach to animal welfare topics, commonly focusing on their corporate policy and their commitment to animal welfare. While each company focused on a unique combination of topics, companies commonly avoided mentioning more specific and possibly controversial …

A Comparative Content Analysis Of News Stories And Press Releases During The 2015 Blue Bell Ice Cream Recall, Brandyl Brooks Calley, Courtney Meyers, Courtney Gibson, Erica Irlbeck

Journal of Applied Communications

In 2015, Blue Bell Creameries had its first recall in the company’s history. Blue Bell issued a voluntary recall of all of its ice cream products after Listeria was detected and was linked to 10 illnesses that resulted in three deaths. With the theoretical framework of framing and Situational Crisis Communication Theory, the purpose of this study was to explore how this recall was presented in company press releases and news media coverage to determine what crisis communication strategies Blue Bell implemented and how the media presented that information. This study was a content analysis of 23 press releases from …

Preparing Students For The Real World: Analyzing Public Relations (Pr) Education For Entry-Level Practice In The Health Industry, Olivia Maria Lason

Seton Hall University Dissertations and Theses (ETDs)

Public relations (PR) agencies are often called upon to service the needs of niche industry areas of practice. These areas include healthcare communication which generates over 15% of firm revenue alone. Agencies are also top-employers of PR graduates, yet literature shows students are not meeting the skills and abilities expected of an entry-level practitioner. This study examined whether entry-level foundational skills and abilities (FSAs) are taught to PR students interested in the health field. Through a content analysis of undergraduate health communication syllabi in PR programs, the study found most FSAs were addressed; however, some areas were lacking. As such, …

Appeals To Ownership Of Automobiles In Style Magazines Of The U.S. And U.K., 1930-2000, Steven D. Silver

Faculty Publications

We report an analysis of attribute and motive content of appeals to automobile ownership in print advertising of style magazines in the U.S. and U.K. Results of the analyses show significant country differences in appeals to technology, status and subcategories of motivation.

The Effects Of Culture On International Advertising Appeals: A Cross-Cultural Content Analysis Of U.S. And Japanese Global Brands, Dan Zhao

College of Journalism and Mass Communications: Professional Projects

An international advertising campaign can be standardized in creative strategy, but localized in execution. As an integral part of the execution, advertising appeals should be tailored to local culture to maximize the effectiveness of international advertising campaigns while minimizing cost. The purpose of this study is to investigate whether advertising appeals mirror predicable differences in cultural values.

This study is based on the influential Hofstede model (Hofstede, 2001; Hofstede & Mooij, 2010), which distinguishes cultures according to six dimensions. While individualism and collectivism have been widely discussed in published studies, other dimensions that are also important indicators of advertising appeals …

A Content Analysis Of Advertising On Children’S Television Networks, Demarius Davis

Graduate Theses and Dissertations

This content analysis study on licensed characters in advertising collected data in summer 2015 from three children’s cable networks: Cartoon Network, Disney Channel and Nickelodeon. Using Social cognitive theory and based on past research (Barcus, 1975; Atkin, 1976; Calcott & Lee, 1994; Stitt & Kunkel, 2008; LoDolce et al., 2013; Castonguay et al., 2013), the study examined whether the use of licensed characters and emotional appeals varied in advertising for healthy or unhealthy foods, mass media genre and the character’s gender. The study found licensed characters are more likely to be used to promote unhealthy foods, originate from movies and …

Achoo! Three Major Us Newspapers Reporting On The Flu Before And After H1n1, Philip A. Harris

Masters Theses, 2010-2019

The flu is the most common and also the most preventable health risk and crisis in the United States. This research is a quantitative content analysis of flu coverage appearing in 102 articles from The Washington Post, USA Today, and The New York Times. It examines the differences in the coverage three years before and after the H1N1 pandemic and evaluates them for the use of fundamental constructs in health, risk, and crisis communication theories such as severity, susceptibility, efficacy, excuse, justification, intention, expertise, and trustworthiness. Most significant differences were found between excuse and justification as well as with …

The Effect Of Advertising On Male Body Image Disturbance: A Content Analysis Of Male Models In Esquire Magazine Ads From 1955-2005, Zienab Ahmed Mohamed Shoieb

Masters Theses

This study examines the transformation of the male body ideal in magazine ads over time. A content analysis of 218 male models in Esquire ads from 1955 to 2005 were coded for level of male models’ fat, muscularity, and nudity levels; whether the ad was photographed or illustrated; and product category. Findings reveal (1) a significant decrease in male models’ fat levels over time, (2) a significant increase in male models’ muscularity levels over time, and (3) a significant increase in nudity over time. Male models in photographed advertisements were found to have higher levels of muscularity and nudity than …

Media, Publicity, And Fashion: The Michelle Obama Effect A Content Analysis Of News Around The World, Temitope M. Fancy

Electronic Theses and Dissertations

This study is a content analysis of media content in a 12-month time period in the lives of Jason Wu and Thom Browne, who were the designers of Michelle Obama’s outfit to the second presidential inauguration. In order to discover the increase in awareness and media coverage of these designers due to Michelle Obama’s fashion selection during the second inauguration, which brought about publicity, the researcher compared mentions, tone of stories, and framing of stories concerning these designers 6 months before and after the inauguration. Results indeed gave support to the hypothesis that mentions of these designers increased significantly after …

Julian Assange: A Content Analysis Of Media Framing In Newspapers Around The World, Meylin K. Menjivar Andrade

Electronic Theses and Dissertations

Researcher conducted a content analysis in order to examine how the media framed Julian Assange after the Ecuadorian government granted him political asylum at their embassy in London on August 16, 2012. Researchers compared 380 English and Spanish language newspaper articles from North America, Europe, Australia/New Zealand, Asia, and Latin America to examine regional differences in the way Assange was framed.

This study revealed that generally the tone toward Assange was mostly neutral or positive in all continents. Furthermore, European media gave more attention to Julian Assange than did media from North America or other continents.

Exploratory research revealed that …

Framing The 2012 Olympics: A Content Analysis Of International Newspaper Coverage Of Female Athletes, Jessica Giuggioli

Electronic Theses and Dissertations

The present content analysis was designed to identify the representation of female athletes in the media during the 2012 London Olympics. Coders analyzed 617 mentions of male and female athletes in order to determine the quantity and quality of coverage during the 2012 Olympics. The research mostly supported previous literature concerning the depiction of female athletes in the media, as the study revealed an imbalance in the quantity and quality of coverage of male and female athletes in newspapers. The frequency of mentions of female athletes was lower than the frequency of mentions of male athletes. Furthermore, female athletes were …

A Content Analysis Of Reliability In Advertising Content Analysis Studies., Weize Wang

Electronic Theses and Dissertations

Content analysis is a systematic research method for examining symbolical content in communication by recording or transcribing these messages into categories. Reliability is one of the most distinctive attributes of content analysis methodology comparing to other techniques in communication. A content analysis was conducted by analyzing the method sections of published journal articles in Communication Abstracts from January 2006 through January 2011 by searching "advertising" and "content analysis". Results suggested that television is still the most focused medium in advertising content analysis research. Most of the content analysis studies employed 2 coders for coding reliability assessment data and final data. …

Talking Heads: How Broadcast Media Frame The Public Relations Industry., Samara Rose Litvack

Electronic Theses and Dissertations

Researchers conducted a content analysis to measure framing of the public relations industry in 354 English language broadcast transcripts from the United States, Canada, and Australia from Sept. 1, 2009 to Aug. 31, 2010.

The overall tone toward public relations was strongly negative. Mentions reflected one-way forms of communication and mentions of the pejorative term "PR" appeared more frequently than mentions of "public relations". The profession was almost always mentioned within the body of the broadcast, as opposed to the headline or the lead paragraph.

Exploratory research showed 15 shows that included negative mentions 100% of the time. Additionally, 27 …

Selling Knowledge: A Sociological Analysis Of Attorney Advertisement In Las Vegas, Giselle Velasquez

UNLV Theses, Dissertations, Professional Papers, and Capstones

I analyze how Las Vegas attorneys represent themselves, their associates and clients in televised law firm commercials. I use attorney commercials as a case to explore cultural beliefs in media representations. Using an inductive method, I analyze the textual, visual, and aural symbols that appear most frequently in television commercials to interpret how law firm advertisements convey themes of attorney expertise, knowledge, ethnic and gender stereotyping. I introduce this study with a historical evaluation of the rise of advertisement in the United States. I continue discussing how the media is an important realm of discourse that affects people's identity. Using …

Deception In Advertising: A Content Analysis Of The Legal Parameters Of Deception, E. Carla Mitchell

Theses and Dissertations in Business Administration

One of the primary attributes of a free market economy is the uninhibited flow of truthful information regarding the goods and services available in the marketplace (Azcuenaga 1995). This free flow of information, in the form of advertising, enhances market performance by informing consumers and enabling firms to compete equitably based on the attributes of their offerings. Studies reveal that, for the vast majority of marketing managers, the regulatory environment serves as the primary influence in advertising strategy development and decision-making (Davis 1994). However, in their theory development, behavioral researchers often ignore the legal aspects promulgated by the FTC. Furthermore, …