Advertising Plan
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
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
References: 12 Humor Theories Speck (1991) provided a framework for the study of humor ads 13 According to Raskin 's (1985), semantic script theory of humor, jokes describe a certain "real" situation and evoke another "unreal" situation, which does not take place and which is folly or partially incompatible with the former 17 Spotts, Weinberger and Parson (1997) conducted a study that showed 55% of the ads were humor dominant, 20% were information focused and 25% were image focused