Sponsor
Portland State University. Department of Speech Communication
First Advisor
Lisbeth Lipari
Term of Graduation
Spring 1998
Date of Publication
1998
Document Type
Thesis
Degree Name
Master of Science (M.S.) in Speech Communication
Department
Speech Communication
Language
English
Subjects
Content analysis (Communication), Television advertising -- United States
DOI
10.15760/etd.3512
Physical Description
1 online resource (vi, 83 pages)
Abstract
Three hundred and seven randomly selected American network television commercials aired between October 18 and November 18, 1997 were analyzed to. determine their informational value using the fourteen criteria established by Resnik and Stem in 1977. The results of this study were compared with Resnik and Stem's 1991 study, revealing that there has not been any significant change in the amount of information in American television commercials since Resnik and Stem's replication sample.
This study also used Resnik and Stem's (1977) criteria to further examine if the amount-of information contained in 1V commercials varied depending on the gender or age of the target audience. Results showed that information level does not change depending on audience gender. However, one surprising finding was the role that age played. Results· of this study indicated that ads -targeted to viewers over the age of 45 contained less information than commercials targeting those under 45 years old.
Rights
In Copyright. URI: http://rightsstatements.org/vocab/InC/1.0/
This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).
Persistent Identifier
https://archives.pdx.edu/ds/psu/39864
Recommended Citation
Sandgren, Laura Kathleen, "Information Content in American Television Advertising : A Replication and Update" (1998). Dissertations and Theses. Paper 6366.
https://doi.org/10.15760/etd.3512
Comments
If you are the rightful copyright holder of this dissertation or thesis and wish to have it removed from the Open Access Collection, please submit a request to pdxscholar@pdx.edu and include clear identification of the work, preferably with URL.