Journalism and Communication Theses and Dissertations

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Browsing Journalism and Communication Theses and Dissertations by Subject "Advertising"

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    Advertising Bias in Video Game Magazines
    (University of Oregon, 2018-04-10) Dewar, Gregory; Russial, John
    The potential for advertising bias forming a conflict of interest with editorial content is a problem for any publication, and those with a gaming focus are no exception. Reviews in these publications can make or break a game and in some cases — a developer. The purpose of this content analysis of three gaming magazines is to examine whether publications in which developers purchase advertising are biased in favor of those developers’ games. The magazines chosen were: Game Informer, GamesTM, and Edge. The working definition of bias used is the financial pressure that advertisers exert on the editorial content of publications through the purchasing of advertising space. Video game magazines were chosen for this study due to readers’ reliance on reviews to make purchase decisions. No overt advertising bias was found. There was no significant link between the coverage of games and ads for those games in the same issue. A more subtle case for bias was found, however, when the entire sample of each magazine was looked at. For example, games reviewed anywhere in the sample in a given magazine tended to more often have an advertisement and for it to be larger, and this was especially true if the game received positive coverage. Other interesting results showed that magazines had a largely varying spread in the tone of reviews and that the majority of ads were for non-games, though game ads were larger on average.
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    Bucket in My Hand: Kentucky Fried Chicken Advertising, American Dream Discourse, and the Hunger-Obesity Paradox
    (University of Oregon, 2016-10-27) Smith, Rachel; Alilunas, Peter
    As a cornerstone of American identity, the American Dream serves as a hegemonic ideology rooted in myth. This myth centers on an ardent belief in equity despite the existence of systemic racial and economic exclusions, which includes inconsistent access to healthy food resulting in the hunger-obesity paradox. Because fast food plays a leading role in generating this paradox where an individual can be both hungry and obese, this thesis analyzes the 2015 Kentucky Fried Chicken advertising campaign to identify how the campaign perpetuates Dream discourse and understand how that discourse contributes to the hunger-obesity paradox. With the Colonel anchored at the heart of this campaign, the analysis found that he embodies the Dream and acts as a megaphone for Dream discourse. And ultimately, because Dream discourse overlooks and even admonishes low-income people and people of color, the people who most often face hunger and obesity, it contributes to the paradox.
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    How Innovation Traits in Members of Advertising Agency Teams Propel the Creative Process: The Professional Opinion
    (University of Oregon, 2011-06) Stadler, Christopher J., 1972-
    Advertising agencies trade on their creativity, which is supplied by teams of creative and account workers to create customer-centered advertising that is both novel and interesting. This research explores the magic of the advertising creative team - the team of creative, strategy and management staff that is responsible for creative execution - to find out more about how creative teams function at the goal level (team effectiveness) and at the individual level (individual cognitive styles). To study creativity and decision making, individuals involved in the creation of ads were tested for their innovator traits. Also, connections were explored between an industry effectiveness award and innovator scores. Innovativeness was judged by individual performance on a scale to measure cognitive style. Effie Awards were not associated with innovation in agency personnel. However, account planners and creatives scored higher on an aggregated innovator scale than did administrative and account executive staff.
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    Recruiting for Difference and Diversity in the U.S. Military
    (University of Oregon, 2018-04-10) Favara, Jeremiah; Stabile, Carol
    After shifting to an all-volunteer force (AVF) in 1973, the U.S. military was forced to expand recruiting efforts beyond the ideal figure of the white male soldier in order to meet personnel needs. Shaped by the economic realities of the AVF, such recruiting efforts sought to show individuals historically excluded from military service, namely women and people of color, that there was a place for them in the military. The presence of women and people of color in recruitment materials contributes to ideals of citizenship and articulates understanding of gender, race, sexuality, and class in relation to military inclusion. Focusing on recruitment advertisements published in three consumer magazines—Sports Illustrated, Ebony, and Cosmopolitan—from January 1973 to December 2014, this dissertation argues that the project of military inclusion is driven by a need to recruit bodies in maintenance of the military institution and obfuscates class inequalities critical to recruiting, reconfigures ideas about military masculinity, promotes ideologies of colorblindness, and regulates ideas about gender and sexuality.
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    Using Social Media to Address Preventable Crises: Focus Groups with Moms
    (University of Oregon, 2012) Nakai, Maiko; Nakai, Maiko; Derville Gallicano, Tiffany
    This study examines how an organization can use social media to solve preventable crises. Focus groups with a total of 14 moms are conducted to discuss a controversial Motrin babywearing advertisement and how Johnson & Johnson should have responded to the social media backlash. The results are explored based on dialogic public relations theory and its five components. Additional insights regarding the use of different social media channels and culture jamming YouTube videos suggest theoretical and practical implications on organizational responses on social media during preventable crises. The study also explores how people with high- and low-context cultures might respond differently to offensive advertising.
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    Your Friends Like Our Brand: Social Impact, Capital, and Connections in Social Media Advertising
    (University of Oregon, 2018-04-10) Tefertiller, Alec; Sheehan, Kim
    Social media networks such as Facebook enable advertisers to embed social connection information within advertisements. The purpose of this study was to better understand how social cues in social media advertising contribute to consumers’ brand attitudes and purchase intentions. Two theoretical constructs guided the study: social impact theory and social capital theory. Social impact theory suggests that the number, relational strength, and immediacy of individuals exerting social influence determine its effectiveness. Social capital theory posits that our social networks are a product of the relational capital we have invested in them, with two forms of social capital: bonding and bridging. Bonding is associated with our intimate, "strong ties," and bridging is associated with our larger circle of acquaintances, or "weak ties." Using an experiment (N = 211), it was determined that while social context cues included in social media advertisements did influence brand attitudes, the strength and intensity of cues did not have an effect. Furthermore, bridging, strong-tie social capital positively moderated the relation between advertisement attitude and social media sharing of the advertisement as well as the relation between brand attitude and purchase intentions.