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Full-Text Articles in Social and Behavioral Sciences
Is The 'Hierarchy Of Effects' View Of Advertising Evident Amongst Perth Advertising Agencies?, Carolyn Boulden
Is The 'Hierarchy Of Effects' View Of Advertising Evident Amongst Perth Advertising Agencies?, Carolyn Boulden
Theses : Honours
Hierarchy of effects models have underpinned the advertising industry for over 100 years. These models are based on an underlying pattern of cognition => affect=> behaviour, in other words: think=> feel=> do, and suggest that consumers process advertising in a linear fashion, in stages. Recently, however, hierarchy of effects models have begun to be questioned by some authors who claim that there is no actual evidence that advertising is processed by consumers according to a hierarchy of effects. If this is the case, the advertising industry will need to seriously rethink the basis upon which many, if not all, campaigns …
Public Scepticism And The Social Conscience : New Implications For Public Relations, Rachel Yeates
Public Scepticism And The Social Conscience : New Implications For Public Relations, Rachel Yeates
Theses : Honours
This research thesis explores the question "how can public relations counteract growing public scepticism, maximising trust and goodwill between an organisation, its target publics and the wider community?" Public scepticism of large corporations is not a new phenomenon, but it is gaining great momentum. Subsequently, it has been suggested that the practice of corporate public relations must focus on fostering an organisational culture that adopts a 'social conscience', that is necessary to counteract consumer distrust. This includes organisations practicing attributes of 'excellence' such as open communication, corporate transparency and honesty. They must also be aware of, and sensitive to, the …
The Ecological Evolution Of Public Relations Theories: An Exploration Of The Ningaloo Controversy, Allison Campbell
The Ecological Evolution Of Public Relations Theories: An Exploration Of The Ningaloo Controversy, Allison Campbell
Theses : Honours
Many contemporary public relations scholars are attempting to redefine the discipline to incorporate more than the current token gesture of community beneficence into professional practice. Communication activities that perpetuate organizational privilege in Wester style democracies are now considered outdated and unethical. Current theoretical research suggests that public relations suffers an image crisis front its association with liberalist ideology and is considered something of an adversary to the purpose of social movements such as environmentalism. An ever-growing endorsement of communitarian values within society signifies that public relations has the opportunity to enhance greater cohesion between diverse interests by contributing to the …