A Content Analysis of the Portrayal of Mature Individuals in Television Commercials  

Oleh:

Peterson, Robin T. ; Ross, Douglas T.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Business Ethics vol. 16 no. 4 (Mar. 1997), page 425.
Topik: Portrayal; Mature Individuals; Television Commercials

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB27.28 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

This inquiry analyzed the extent to which television commercials used mature models, relative to younger models. It also analyzed the extent to which commercials portrayed the elderly in a favorable or an unfavorable manner. The study used content analysis to test twelve hypotheses. The authors arrived at conclusions relating to the depiction of mature individuals in television commercials and set forth various recommendations to advertisers, based on the analysis.

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