San Jose State University
Master's Theses Master's Theses and Graduate Research
Advertising appeals in magazine : a framing study
S. Aparna Gayatri
San Jose State University
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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.
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©2008 S. Aparna Gayatri ALL RIGHTS RESERVED
APPROVED FOR THE DEPARTMENT OF JOURNALISM AND MASS COMMUNICATION
Lilly Buchwitz (Primary Adviser)
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iond Dr. William Tillinghast (Secondary Advisor)
Mr. Tim Hendrick (Third Advisor)
APRROVED FOR THE UNIVERSITY
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.
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...
Humor Theories Speck (1991) provided a framework for the study of humor ads
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
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
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