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A Comparative Study Of Attractiveness Types In Advertisements Of Women's Magazines Between United States And Thailand, Pornkamon Unyawong
A Comparative Study Of Attractiveness Types In Advertisements Of Women's Magazines Between United States And Thailand, Pornkamon Unyawong
Theses Digitization Project
The study determined how Thai and U.S. advertisements reflected women's attractiveness. Advertisements from the Thai and U.S. editions of Elle and Cosmopolitan magazines from January 2005 to January 2006 were analyzed using the content analysis method. The author created a code book with definitions of all categories to be used as guidelines for the analysis, an itemized code sheet, and training criteria. Two coders who were proficient in both Thai and English collected the data for the study. The Statistical Package for the Social Sciences (SPSS) was utilized as a tool to analyze the data gathered. Results indicated that there …
The Impact Of Masking Of Persuasive Intent On Persuasive Message Effectiveness, Christina Simmers Rodrigue
The Impact Of Masking Of Persuasive Intent On Persuasive Message Effectiveness, Christina Simmers Rodrigue
LSU Doctoral Dissertations
The decreased dependency of marketing managers on traditional message forms (i.e., commercials) has increased the use of nontraditional message forms (i.e., product placement) in marketing communication. These newer message forms are unique because their persuasive intent is concealed by the presentation method and, therefore, may be processed differently than the traditional message forms. Consequently, this paper examines three major issues that arise out of the integration of nontraditional message forms into marketing communication, including (1) incorporating nontraditional message forms into the traditional persuasion literature, (2) introducing a new persuasion element (termed masking of persuasive intent) and its role in the …