Advertising Plan

Topics: Advertising, Theories of humor, Frame Pages: 73 (22451 words) Published: December 6, 2012
San Jose State University

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


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

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

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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.


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 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


Lilly Buchwitz (Primary Adviser)


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iond Dr. William Tillinghast (Secondary Advisor)

Mr. Tim Hendrick (Third Advisor)


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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.



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

References: 12
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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