Browsing by Department "Mass Communications/Advertising"
Now showing items 1-7 of 7
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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 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 ... -
Motivated cognition in video games: The influence of emotional video game content on cognitive processing of billboard advertisements embedded in first-person shooter games
(2012-08-02)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 ... -
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, ...