scholarly journals How Women Are Depicted In Ads? A Content Analysis Study With Brazilian Advertisements

2011 ◽  
Vol 5 (10) ◽  
Author(s):  
Claudia Rosa Acevedo ◽  
Jouliana Jordan Nohara ◽  
Ana Laura Arruda ◽  
Helenita R. Da Silva Tamashiro ◽  
Thomas Brashear
Keyword(s):  
Content Analysis ◽  
Research Project ◽  
Female Images ◽  
Analysis Study ◽  
The Past ◽  
Female Roles ◽  
Probabilistic Sample

The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the question that motivated this research project was: What messages about women have been given to society through advertisement? Have these portrayals been changed during the past decades? The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2000. The population from which this sample was drawn consisted of Brazilian commercials which got an award in international and national festivals. A probabilistic sample procedure was employed. Ninety five pieces were selected. The categories and operational rules used in the study were developed based on previous research. This study has proposed that female images in advertising are depicted in three different ways: stereotyped, idealized and plural portrayals. Our results have revealed that some specific images have changed; however, they continued to be stereotyped and idealized.

scholarly journals A Content Analysis of the Roles Portrayed by Women in Commercials: 1973 - 2008

2010 ◽  
Vol 9 (3) ◽  
pp. 170-196
Author(s):  
Claudia Rosa Acevedo ◽  
Carmen Lidia Ramuski ◽  
Jouliana Jordan Nohara ◽  
Luiz Valério De Paula Trindade
Keyword(s):  
Content Analysis ◽  
Research Project ◽  
The Past ◽  
Principal Objective ◽  
Female Roles ◽  
Probabilistic Sample

The principal objective of this paper was to examine female roles portrayed in advertising. More specifically, the question that stimulated this research project was: What message has been signaled to society through advertisements about women? Have these portrayals altered throughout the past decades? The study consisted of a systematic content analysis of Brazilian commercials between 1973 and 2008. A probabilistic sample procedure was adopted. 95 pieces of material were selected. Our results have revealed that certain specific images have changed over the years; however, they continue to be stereotyped and idealized. DOI: 10.5585/remark.v9i3.2201

scholarly journals What are the dimensions of thinking skills in Turkish literature: a content analysis study?

2019 ◽  
Vol 8 (1) ◽  
pp. 110
Author(s):  
Yalçın Dilekli
Keyword(s):  
Content Analysis ◽  
New World ◽  
Thinking Skills ◽  
Analysis Study ◽  
The Past ◽  
Cognitive Operations ◽  
Turkish Literature

<table width="593" border="1" cellspacing="0" cellpadding="0"><tbody><tr><td valign="top" width="387"><p>New world needs thinking generation. However, growing thinking generation is very difficult because there are many discrepancies in defining of thinking and thinking skills. Without defining thinking and its dimensions, it is nearly impossible to grow such generation. For having thinking generation, thinking and its dimensions should be described. In the past 20 years, there have been many different definitions with regard to thinking and thinking skills. But, three different approaches for defining thinking skills and needed basic cognitive operations were commonly accepted. Aim of this study whether these three approaches for defining thinking skills were accepted in Turkish literature or not. For this aim, 14 studies, selected from Turkish database, related to thinking skills were analyzed. According the content analysis results, Turkish literature follows these three movements for defining thinking skills except for belonging to specific areas. </p></td></tr></tbody></table>

scholarly journals Can Marketing Communication Prime You to Act ‘Green’?

2018 ◽  
Vol 10 (2) ◽  
pp. 73-86 ◽  
Author(s):  
Agnieszka Chwialkowska
Keyword(s):  
Social Media ◽  
Logistic Regression ◽  
Content Analysis ◽  
Environmental Concern ◽  
Marketing Communication ◽  
Environmentally Conscious ◽  
Social Barriers ◽  
Analysis Study ◽  
The Past ◽  
Managerial Implications

Abstract As popularity of eco-friendly products has increased over the past decade, brands utilize green advertising and position their products as green to appeal to the taste of environmentally conscious customers. Even though many customers are concerned about the state of environment, they are discouraged from purchasing eco-friendly products and engaging in other sustainable behaviors due to economic and social barriers. This research poses a question how marketing communication can capitalize on environmental concern to promote desired green behaviors by priming customers to think about their proenvironmental values and motivations to act green. To answer this question, we analyze over 1500 customer responses to marketing communications on social media. In this content analysis study we utilize logistic regression to discover which primers are the most effective at activating green behaviors. This research provides managerial implications helping marketing communicators employ effective primers that will generate desired customer behaviors.

Observers in analytic groups: A content analysis study from the participant perspective

2021 ◽  
pp. 053331642110076
Author(s):  
Christian Peter Endler ◽  
Angelika Enzian ◽  
Günter Dietrich ◽  
Stefan Schacht ◽  
Gabriele Sachs
Keyword(s):  
Content Analysis ◽  
Group Leader ◽  
Analysis Study ◽  
Survey And Evaluation ◽  
Literature Group ◽  
Almost All

What perceptions do group participants have about silent observers, what transferences are involved, what function can the listeners have for the group? In an anonymous survey and evaluation based on content analysis, almost all participants reported positive, and two thirds also negative impressions and perceptions. Observers were perceived as being familiar or supportive and as threatening or constraining to an approximately equal extent. There was no outright demonization or perception of a divide between the group leader(s) and the observers, as described in the older literature. Group participants also appear to perceive observers as representatives of their own superego, which are ‘silenced’.

What are dental professionals posting on Facebook? A cross-sectional content analysis

2021 ◽  
pp. 146531252110333
Author(s):  
Keelin Fox ◽  
Parmjit Singh
Keyword(s):  
Content Analysis ◽  
Communication Strategies ◽  
Median Number ◽  
Cross Sectional ◽  
Case Presentation ◽  
Plain Text ◽  
The Past ◽  
Group Members ◽  
Group Characteristics ◽  
Product Promotion

Objective: To profile the posts on open orthodontic Facebook groups and identify which communication strategies and media modalities generate the most engagement from users. Design: A cross-sectional content analysis. Setting: Facebook Internet-based search. Methods: Post data were collected over a one-month period from the 10 largest public orthodontic Facebook groups. Evaluation of group characteristics included membership levels, number of administrators, time each group had been in existence and growth rate of each group. The number of posts, the numbers and types of engagement (likes, emojis, comments, shares) and engagement rate were calculated. The communication strategies (e.g. case presentation, course promotion, etc.) and media modalities (e.g. plain text, photograph, etc.) were recorded. Results: The study identified 190,268 Facebook members from the 10 largest orthodontic Facebook groups (median 17,811; interquartile range [IQR] 11,977). The median time the groups had existed was six years (median 2175 days; IQR 2311 days) and the median number of new group members in the past month was 1257 (IQR 2773). The median number of new group members in the past month was 1257 (IQR 2773). There were 227 postings during the study period with 2546 engagements. The overall median number of engagements was 196 (IQR 445) and the engagement rate of posts was 1.3% overall. Posts relating to course promotion (n = 63, 28%) followed by product promotion (n = 42, 19%) were the most common. Case presentation style posts accounted for 15% (n = 35). The level of engagement was greater for posts that had a clinical component compared to posts that did not ( P < 0.001). For media modality, posts that included a photograph had greater engagement ( P < 0.001). Conclusion: There are frequent posts on course and product promotion in orthodontic Facebook groups; however, these are associated with low levels of engagement. Posts that are clinically orientated and include photographs have higher levels of engagement.

News on the 700 Club: The Cycle of Religious Activism

1994 ◽  
Vol 71 (4) ◽  
pp. 887-892 ◽  
Author(s):  
Robert Abelman
Keyword(s):  
Content Analysis ◽  
Religious Right ◽  
Presidential Campaign ◽  
High Profile ◽  
The Past ◽  
News Program ◽  
The Media ◽  
Religious Activism

This content analysis evaluates political topics and themes of televangelist Pat Robertson's high-profile news program The 700 Club during the early months of the 1992 presidential campaign. Considered the media arm of the Religious Right, this program was found to go against the trend of increasingly political and less religious content observed in earlier analyses of equivalent episodes during the 1983, 1986, and 1989 seasons. In addition, political topics were addressed more neutrally than in the past. The study discusses the possible impact of an increasingly competitive telecommunication environment on religious broadcasters.

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