Browsing by Department "Mass Communications/Advertising"
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Examining implicit memory as a measure of effectiveness for product placement of high and low prominence
(2013-08)There are a number of different ways that product placement effectiveness has been measured in the literature; however, there is still much debate about how to determine effectiveness. Implicit memory measures have been ... -
Gender portrayal and stereotypes in television advertisements: An analysis of three channels in the kingdom of Saudi Arabia
(2017-05)Although there are numerous studies on gender role portrayals in television advertising, there is a lack of studies about advertisements aired in the Kingdom of Saudi Arabia. This thesis seeks to contribute new knowledge ... -
I absolutely love it! Now here are some changes: Critique as a tool for more persuasive graphic design
(2020-05)The purpose of this research is to evaluate graphic design practices that can promote the creation of more persuasive advertising messages. Based on this research, the simultaneous improvement of verbal and visual elements ... -
“I see what’s happening here”: The influence of parental advertising mediation in children’s development of persuasion knowledge
(2018-05)Examination of the development and manifestation of persuasion knowledge in children over the last three decades has clearly identified that children gradually gain a more sophisticated ability to recognize the persuasive ... -
Investigating uses and gratification motivations, individual differences, and psychological outcomes associated with media multitasking during TV-viewing contexts
(2014-08)Americans are increasingly becoming media multitaskers, engaging several media platforms at a time. In fact, television-viewing appears to be a common time for engaging in media multitasking (MMT) behavior as many individuals ... -
Media multitasking intensity predictors: A human centered & ecological approach to developing audience profiles
(2019-08)Media Multitasking is the predominant method through which individuals around the world engage with media today. This research addresses a gap in the existing knowledge regarding information that can be used to develop ... -
Motivated cognition in video games: The influence of emotional video game content on cognitive processing of billboard advertisements embedded in first-person shooter games
(2012-08)This study, guided by the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP), examines motivated cognitive processing of billboard advertisements embedded in the periphery of first-person shooter (FPS) ... -
Motivated election, voice changes, and orienting: Dichotic processing of attended and unattended audio messages
(2011-12)Attention has been defined by James (1890) as the willful act of focusing on some things at the expense of others. Implied in his description is the act of selection – choosing to devote processing resources to some things ... -
Selling the university during halftime: How are university institutionals aired during NCAA telecasts framed in order to appeal to targeted fans?
(2020-05)A university’s institutional ad plays an ill-defined role in the greater marketing plan for the university as a whole. These institutionals have long been around, but yet little direct research exists about them, especially ... -
The influence of being transported into online branded videos on video shareability and brand attitudes
(2016-05)The purpose of this study was to examine whether viewing narratively-structured online branded videos would lead to greater transportation into the video than viewing non-narrative (i.e., rhetorical) online branded videos, ...