Advertising Plan

Only available on StudyMode
  • Topic: Advertising, Theories of humor, Frame
  • Pages : 73 (22451 words )
  • Download(s) : 84
  • Published : December 6, 2012
Open Document
Text Preview
San Jose State University

SJSU ScholarWorks
Master's Theses Master's Theses and Graduate Research

2008

Advertising appeals in magazine : a framing study
S. Aparna Gayatri
San Jose State University

Follow this and additional works at: http://scholarworks.sjsu.edu/etd_theses Recommended Citation Gayatri, S. Aparna, "Advertising appeals in magazine : a framing study" (2008). Master's Theses. Paper 3536.

This Thesis is brought to you for free and open access by the Master's Theses and Graduate Research at SJSU ScholarWorks. It has been accepted for inclusion in Master's Theses by an authorized administrator of SJSU ScholarWorks. For more information, please contact Library-scholarworksgroup@sjsu.edu.

ADVERTISING APPEALS IN MAGAZINE A FRAMING STUDY

A Thesis Presented to The Faculty of the School of Journalism and Mass Communications San Jose State University

In Partial Fulfillment of the Requirements for the Degree Master of Science

by S. Aparna Gayatri August 2008

UMI Number: 1459681 Copyright 2008 by Gayatri, S. Aparna

All rights reserved.

INFORMATION TO USERS

The quality of this reproduction is dependent upon the quality of the copy submitted. Broken or indistinct print, colored or poor quality illustrations and photographs, print bleed-through, substandard margins, and improper alignment can adversely affect reproduction. In the unlikely event that the author did not send a complete manuscript and there are missing pages, these will be noted. Also, if unauthorized copyright material had to be removed, a note will indicate the deletion.

®

UMI
UMI Microform 1459681 Copyright 2008 by ProQuest LLC. All rights reserved. This microform edition is protected against unauthorized copying under Title 17, United States Code. ProQuest LLC 789 E. Eisenhower Parkway PO Box 1346 Ann Arbor, Ml 48106-1346

©2008 S. Aparna Gayatri ALL RIGHTS RESERVED

APPROVED FOR THE DEPARTMENT OF JOURNALISM AND MASS COMMUNICATION

Lilly Buchwitz (Primary Adviser)

-Oj-no,

JU-JUU^,^* k^a. =*•

iond Dr. William Tillinghast (Secondary Advisor)

Mr. Tim Hendrick (Third Advisor)

APRROVED FOR THE UNIVERSITY

ffii+ /'w/M*~rTt*^

Pf/rt/fiSr

ABSTRACT ADVERTISING APPEALS IN MAGAZINES A FRAMING STUDY by S. Aparna Gayatri The purpose of this study is to look at how advertising is framed in magazines. The study proposes to look at the three different advertising appeals: humor, sex, and fear appeal from the theoretical perspective of framing. Framing theory enables defining each appeal according to the various frames present in the different appeals. The sample for the study comprises of top ten magazines for the year 2007 based on their advertising revenue. The sample enabled the researcher to study the different kinds of appeals used by the top ten magazines and the products that use these appeals. The research revealed that sex appeal is the most commonly used appeal in magazines, followed by fear appeal and humor appeal. The products that use sex appeal the most fall under the red and blue good categories that include products like fashion, perfume, clothing, jewelry, body wash, moisturizers, etc. Fear appeal is used by products in the white and blue good categories that include products like insurance services, medicines, automobiles, and household cleaners. Humor appeal is used by products in the yellow good category that include products like chips, snacks, alcohol, and chewing gum.

ACKNOWLEDGEMENTS I would like to thank my advisors Ms. Lilly Buchwitz, Dr. Tillinghast, and Prof. Tim Hendrick for their patience and their expertise that helped bring shape to my concept. I dedicate this thesis to my loving husband, Pramodh, whose support, patience, and love brought fruition to my hard work.

v

TABLE OF CONTENTS

Chapter 1: Introduction Chapter 2: Literature Review Chapter 3: Method Chapter 4: Results Chapter 5: Discussion Chapter 6: Conclusion References Appendix: Codebook...
tracking img