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Articles 1 - 3 of 3
Full-Text Articles in Speech and Rhetorical Studies
Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal
Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal
West Chester University Master’s Theses
Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …
The Words Of War: A Content Analysis Of Republican Presidential Speeches From Dwight D. Eisenhower, Richard M. Nixon, George W. Bush, And Donald J. Trump, Patrick Lee
Electronic Theses and Dissertations
In this analysis of public speeches from four American presidents from the Republican party, the ways in which those presidents discuss and position American defense activities and stances are examined, to track the progression from the 1960s to the present. Presidents from one party were chosen, who presided over a period of active armed conflict or cold war. The addresses analyzed comprised public addresses to Congress or the American people. The analysis groups recurring frames--conceptually developed based on framing and agenda setting theories--into thematic categories for each president. Some frames were more salient for certain presidents than for others. Other …
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Masters Theses
In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …