Portland State University. Department of Speech Communication
Term of Graduation
Date of Publication
Master of Science (M.S.) in Speech Communication
Content analysis (Communication), Television advertising -- United States
1 online resource (vi, 83 pages)
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.
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Sandgren, Laura Kathleen, "Information Content in American Television Advertising : A Replication and Update" (1998). Dissertations and Theses. Paper 6366.