You are here

Home » Content

A Thematic Content Analysis Concerning the Emotional Message Repertory of the TV Commercials of the Products Directed at the Young Target Audience

Journal Name:

  • Online Journal of Communication and Media Technologies

Publication Year:

  • 2016

Key Words:

Author NameUniversity of Author
Abstract (2. Language): 
The purpose of this study is to reveal the emotional message repertory in the television commercials directed at the young target audience. A content analysis is realized in the coverage of the study. The content analysis is used in the study. Total 2482 commercial spots, which are broadcasted in the prime time hours in 4 different national channels are recorded. The number of the commercials addressing to the young target audience between them became 1193. It is seen in the study that the commercials directed at the young target audience realized in 9 different categories. 10 different thematic categories are put forward directed at the young people in these 9 categories. The distribution of the mentioned categories to the channels is performed. In addition to this, most repeated 10 commercials are determined in all of the commercials and young commercials and the message contents of these commercials are examined. It is determined that the maximum messages directed at the young people among all of the commercials are in the food and beverage category with 425 single commercials. When it is looked at the thematic distribution, the messages concerning the difference took part in the first place among all of the commercials with 390 commercials.
Bookmark/Search this post with
FULL TEXT (PDF): 
PDF icon arastirmax-thematic-content-analysis-concerning-emotional-message-repertory-tv-commercials-products-directed-young-target-audience.pdf
  • 2
1
19
  • English

REFERENCES

References: 

ANHOLT, Simon. Global Markaların Yerel Çuvallamaları, (çev:Gonca Canan), İstanbul:
MediaCat Yayınları, 2003.
BALDWIN, H. How To Create Effective TV Commercials, Second Edition, NTC Publishing
Group, 1989.
BILGIN, N. İçerik Analizi. İzmir: Ege Üniversitesi Edebiyat Fakültesi Yayınları, 2000.
BRACKETT, LK and CARR, BN. Cyberspace advertising vs. other media: consumer vs.
mature student attitudes. J. Advertising Res. 41(5): 23-32, 2001.
ÇANKAYA, S. Facebook istatistikleri. Retrieved from the Internet on February 02.
http://blog.mindshareinteraction.net/facebook-istatistikleri, 2009.
CAPPO, J. The future of advertising: new media, new clients, new consumers in the posttelevision
age. New York: McGraw Hill, 2003.
COLLINS, R.L., ELLICKSON, P.L., MCCAFFREY,D and HAMBARSOOMIANS, K.
“Early Adolescent Exposure to Alcohol Advertising and its Relationship to Underage
Drinking,” Journal of Adolescent Health 40, no. 6: 527–534, 2007.
FISCHER, E and ARNOLD, S. “Sex, Gender Identity, Gender Role Attitudes and Consumer
Behavior” Psychology and Marketing 11 (2) March/April 163-182, 1994.
GODES, David and Dina Mayzlin. “Using Online Conversations to Study Word of Mouth
Communication,” Marketing Science, 23 (4), 545-560, 2004.
HAUG, F.W. Meta Estetiğin Eleştirisi: “Kapitalist Toplumda Görüntü, Cinsellik ve
Reklam”. Çev. Ayşe Gül. İstanbul: Spartaküs Yayınları, 1997.
JERNIGAN, D., OSTROFF,J. and ROSS,C. “Alcohol Advertising and Youth: A Measured
Approach,” Journal of Public Health Policy 26 (2005): 312–325, 2005.
LASKEY, A H, DAY, E and CRASK, R. M. Typology of Main Message Strategies for
Television Commercials, Journal of Advertising, 18 (1), 1989.
LEISS, W., KLINE, S. and JHALLY, S. Social communication in advertising. Scarborough,
Ontario: Nelson Canada, 1990.
MITCHELL, A. A. and OLSON, J. C. "Are Product Attribute Beliefs the Only Mediator of
Advertising Effects on Brand Attitude?", Journal of Marketing Research, vol. 18, no.
3, pp. 318-332, 1981.
OGILVY, David. Ogilvy On Advertising. New York: Vintage Books, 1983.
PASCH, K.E., KOMRO, K.A. , C.L. PERRY, M.O. HEARST and FARBAKHSH, K.
“Outdoor Alcohol Advertising Near Schools: What Does It Advertise and How Is It
Online Journal of Communication and Media Technologies
Volume: 6 – Issue: 2 April - 2016
© Online Journal of Communication and Media Technologies 19
Related to Intentions and Use of Alcohol Among Young Adolescents?,” Journal of
Studies on Alcohol and Drugs 68, no.4, 587–596), 2007.
RAGO, R. Finding Magic: “Cognitive Aspects of Mood and Emotion in Advertising.”
Review of Business 14, 9-10, 1989.
RUTHERFORD, P. Yeni İkonolar; “Televizyonda Reklam Sanatı”. Çev. Mustafa K.
Gerçeker. İstanbul: YKY, 2000.
SCHMIT, B. H. “Experiential marketing: How to Get Customers to Sense, Feel, Think, Act,
and Relate to Your Company and Brands.” New York: Free Press, 1999.
SCHROEDER, J.E. Consuming sexuality: A case study of identity marketing. In Gender,
marketing and consumer behavior, edited by Eileen Fischer and Daniel Wardlow. San
Francisco: San Francisco State University, 1998.
STACY, A.W., J.B. ZOGG, J.B. Unger and C.W. Dent. “Exposure to Televised Alcohol Ads
and Subsequent Adolescent Alcohol Use,” American Journal of Health Behavior 28,
no. 6, 498–509, 2004.
SPERO, I. and STONE M. Agents of change: how young consumers are changing the world
of marketing. Qualitative Market Research: Int. J. 7(2): 153), 2004.
THIYAGU, A. Analysis of Television Commercial Directed for Young Adults - ELM and
Social Identification Perspective (July 22, 2008). Available at SSRN:
http://ssrn.com/abstract=1168047), 2008.
VASSAF, Gündüz. Cennetin Dibi. 4.bs. İstanbul: Ayrıntı Yayınları, 1997.
WILLIAMSON, J. Reklamların Dili; “Reklamlarda Anlam ve İdeoloji.” Çev., Ahmet Fethi.
İstanbul: Ütopya Yayınları, 2000.
AC NIELSEN. ACNielsen Herkesin Merak Ettiği Gençleri Araştırdı: Kararı Gençler Veriyor.
Retrieved from the Internet on October
11.http://www.iaatram.com/downloads/Genclik%20Arastirmasi.doc, 2005.
EGITISIM. Gençlere göre markaların kişisel özellikleri araştırması. Retrieved from the
Internet on January, 11.http://www.egitisim-blog.com/genclere-gore-markalarinkisisel-
ozellikleri-arastirmasi, 2009.
TÜIK. 2000 Nüfus Sayımı. Retrieved from the Internet on March 10.
http://tuikapp.tuik.gov.tr/nufusapp/idari.zul
EUROSTAT, 2005. Retrieved from the Internet on March 12.
http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home/

Thank you for copying data from http://www.arastirmax.com