Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/8469
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Zotos, Yorgos | - |
dc.contributor.author | Hatzithomas, Leonidas | - |
dc.contributor.author | Outra, Evvangelia | - |
dc.contributor.other | Ζώτος, Γιώργος | - |
dc.date.accessioned | 2016-05-11T11:33:41Z | - |
dc.date.available | 2016-05-11T11:33:41Z | - |
dc.date.issued | 2010-06 | - |
dc.identifier.citation | 39th EMAC Conference, 2010, Copenhagen, Denmark, 1-4 June | en |
dc.identifier.uri | https://hdl.handle.net/20.500.14279/8469 | - |
dc.description.abstract | The present study examines the impact of postmodernism on advertising content, through a longitudinal analysis of 1.516 Super Bowl commercials that shown during the last 40 years (1969-2009). Moreover, for the Super Bowl commercials screened during the last decade (2000), the attitude towards the ad was measured, using USA Today Ad Meter scores as a dependent variable. The findings reveal that the use of “postmodern advertising devices” (such as surreal visuals, symbolic associations and humorous juxtapositions) has been increased during the last four decades. On the contrary, “modern advertising approaches” (such as realistic visuals, the use of experts and high levels of information content) have been reduced. Besides, it seems that “postmodern advertising approaches” lead to significantly more positive attitudes toward the ad, during the last decade. | en |
dc.format | en | |
dc.language.iso | en | en |
dc.subject | Postmodernism | en |
dc.subject | Super Bowl Commercials | en |
dc.subject | Attitude toward the Ad | en |
dc.subject | Advertising | en |
dc.subject | Promotion and marketing communications | en |
dc.title | Postmodern advertising: a longitudinal study of super bowl commercials | en |
dc.type | Conference Papers | en |
dc.collaboration | Aristotle University of Thessaloniki | en |
dc.collaboration | University of Macedonia | en |
dc.subject.category | Media and Communications | en |
dc.subject.field | Social Sciences | en |
dc.publication | Peer Reviewed | en |
dc.dept.handle | 123456789/54 | en |
item.cerifentitytype | Publications | - |
item.openairetype | conferenceObject | - |
item.fulltext | With Fulltext | - |
item.grantfulltext | open | - |
item.languageiso639-1 | en | - |
item.openairecristype | http://purl.org/coar/resource_type/c_c94f | - |
crisitem.author.dept | Department of Communication and Internet Studies | - |
crisitem.author.faculty | Faculty of Communication and Media Studies | - |
crisitem.author.orcid | 0000-0002-1478-725X | - |
crisitem.author.parentorg | Faculty of Communication and Media Studies | - |
Appears in Collections: | Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Postmodern Advertising.pdf | 137.67 kB | Adobe PDF | View/Open |
CORE Recommender
Page view(s) 20
489
Last Week
1
1
Last month
4
4
checked on Oct 10, 2024
Download(s) 50
1,543
checked on Oct 10, 2024
Google ScholarTM
Check
Items in KTISIS are protected by copyright, with all rights reserved, unless otherwise indicated.