A content analysis of television news commercials

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dc.contributor.advisorMarquez, Raquel R.
dc.contributor.authorAvila, Jesse
dc.contributor.committeeMemberCheatwood, Adrian D.
dc.contributor.committeeMemberLewis, Richard
dc.date.accessioned2024-01-25T22:33:19Z
dc.date.available2024-01-25T22:33:19Z
dc.date.issued2009
dc.descriptionThis item is available only to currently enrolled UTSA students, faculty or staff. To download, navigate to Log In in the top right-hand corner of this screen, then select Log in with my UTSA ID.
dc.description.abstractThis thesis addresses the question: Who is/are the targeted audience(s) in news commercial segments? A content analysis was performed. The commercial advertisements shown on a local news channel (KENS -5, San Antonio) and a nationally televised news channel (CNN -- 35, "The Situation Room with Wolf Blitzer.") were recorded and then analyzed. Each news programs was recorded twice a week from 5--5:30 pm Monday through Thursday for a period of four months from October 27, 2008 to February 27, 2009. The sample consists of 950 commercials. The local channel yielded 555 commercials, while the cable channel yielded 395 commercials. A comparison between the local and cable channel revealed that the cable channel had a higher percentage of advertisements (80.54 percent) which appeared to target a middle to upper-class, middle-aged to elderly, Anglo viewer. In contrast to the cable channel, most of the advertisements on the local channel (60.89 percent) appeared to target minorities, blue-collar, or non-professionals, and a much younger population. Advertisers used various techniques of persuasion, or emotional appeals in their ads. Previously written literature on these subject matter areas, as well as critical theory and role theory, provided important insights for understanding the historical, present, societal, technological, individual, and economic contexts which have fostered, and continue to foster the growing prevalence of targeted television advertisement exposure and consumption of commodities.
dc.description.departmentSociology
dc.format.extent92 pages
dc.format.mimetypeapplication/pdf
dc.identifier.isbn9781109123029
dc.identifier.urihttps://hdl.handle.net/20.500.12588/2414
dc.languageen
dc.subjectConsumerism
dc.subjectContent Analysis of TV news commercials
dc.subjectCritical theory
dc.subjectEffects of advertising
dc.subjectEmotional appeals
dc.subjectRole theory
dc.subject.classificationMass communication
dc.subject.classificationSociology
dc.subject.classificationSocial structure
dc.subject.lcshTelevision commercials -- Texas -- San Antonio
dc.subject.lcshTelevision advertising -- Texas -- San Antonio
dc.subject.lcshTelevision broadcasting of news -- Texas -- San Antonio
dc.subject.lcshTarget marketing
dc.titleA content analysis of television news commercials
dc.typeThesis
dc.type.dcmiText
dcterms.accessRightspq_closed
thesis.degree.departmentSociology
thesis.degree.grantorUniversity of Texas at San Antonio
thesis.degree.levelMasters
thesis.degree.nameMaster of Science

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