Advertising Uses and Gratifications

O’Donohoe, Stephanie

doi:10.1108/03090569410145706

Cited by 149 publications

(107 citation statements)

References 13 publications

(30 reference statements)

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“…It also points towards these children as actively engaging with, and using advertising for a number of purposes. This use of advertising has been considered elsewhere using samples of young adults and adolescents respectively (O'Donohoe, 1994;Ritson and Elliott, 1999). The notion that children may perceive advertising to exist to offer functions other than commercial information/persuasion has not been adequately explored in the literature to date.…”

Section: Children's Understanding Of Advertisingmentioning

confidence: 99%

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Exploring children's understanding of television advertising – beyond the advertiser's perspective

Lawlor¹,

Prothero

2008

European Journal of Marketing

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Purpose -The aim of this article is to explore children's understanding of television advertising intent. Design/methodology/approach -A different perspective on advertising intent is offered in this paper, as evidenced in an interpretive study of Irish children, aged between seven and nine years. A qualitative approach was employed, involving a series of focus group discussions and in-depth interviews with 52 children. Findings -The findings indicate that the participating children view advertising as serving interests including, but not limited to, the advertiser. The existence of other interested parties is suggested by the children, namely the agendas of viewers and television channels. The authors assert that these children view advertising as being larger and more complex than the advertiser's perspective, which has been the traditional focus in the extant research. Originality/value -Adopting an advertising literacy perspective, the authors seek to explore children's "reading" and understanding of advertising. Advertising literacy is an approach to understanding advertising that has not received substantial attention in the child-advertising literature. The literature to date has tended to focus on the following question -do children understand the persuasive intent of advertising? This question is suggestive of a "yes/no" answer. In contrast, the authors view the concept of understanding as being more complex and multi-faceted, and accordingly, seek to develop this concept by way of a classification that suggests four different levels of understanding that children may exhibit towards advertising

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Section: Children's Understanding Of Advertisingmentioning

confidence: 99%

“…At another level, literacy can be said to occur where children appreciate the use of advertising techniques, strategies and production values (e.g. O'Donohoe, 1994). A further level of literacy is where one's understanding of advertising may be used in a wider context, for example, as part of one's social interaction.…”

Section: Advertising Literacymentioning

confidence: 99%

Exploring children's understanding of television advertising – beyond the advertiser's perspective

Lawlor¹,

Prothero

2008

European Journal of Marketing

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“…The perceived personality of a brand also provides consumers with the means to express him or herself (Belk, 1988), ideal self (Malhotra, 1988) or specific dimensions of the self (Kleine, Kleine and Kernan, 1993). This is consistent with the symbolic meaning of consumption, where consumers exploit brands to construct and maintain their identity (Fiske, 1989;Kassarjian, 1971) and to experience emotional gratification (O'Donohoe, 1994). In order to establish a parallel with the definitions of 'brand image', the same analysis was done to the concept of 'brand personality'.…”

Section: Conceptualizationmentioning

confidence: 91%

Golf destinations’ brand personality: the case of the Algarve

Pereira

Correia

Schütz

2015

International Journal of Culture, Tourism and Hospitality Research

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Declaro ser o(a) autor(a) deste trabalho, que é original e inédito. Autores e trabalhos consultados estão devidamente citados no texto e constam da listagem de referências incluída.(Rosária Luísa Gomes Pereira) …………………………………………..………..………… Direitos de Cópia ou Copyright© Copyright: Rosária Luísa Gomes Pereira. A Universidade do Algarve tem o direito, perpétuo e sem limites geográficos, de arquivar e publicitar este trabalho através de exemplares impressos reproduzidos em papel ou de forma digital, ou por qualquer outro meio conhecido ou que venha a ser inventado, de o divulgar através de repositórios científicos e de admitir a sua cópia e distribuição com objetivos educacionais ou de investigação, não comerciais, desde que seja dado crédito ao autor e editor. Someday, I hope to give back to all of you and to future students the love and support you never failed to give me! ix ABSTRACTThe purpose of this research is to develop and validate a measurement scale to assess golf destinations' brand personality and therefore to perceive the destination personality of the Algarve as a golf destination. Based on literature review on human personality, brand personality, destination brand image and marketing scales validation procedures, an initial 36 unrepeated items were the base for a survey instrument. Those items were generated from the literature, from the results of individual interviews with experts in tourism and golf in the Algarve and from promotional texts in golf-related websites.After content validation, the items were allocated into categories of attributes by a panel of expert judges. A survey was then applied to a convenient sample of 600 golf players in the Algarve, and 545 (valid) questionnaires were analysed to refine the scale. Golf players assessed the components of the relational brand personality (functional, symbolic and experiential) as well as the Algarve as a golf destination. A taxonomy of brand personality was developed and tested in the Algarve as it is recognized as one of the world best golf destination. The developed taxonomy of brand personality was assessed in two ways: 1) through the overall perception of the Algarve as a golf destination and 2) through the perception of specific attributes of the destination grouped into three main categories (functional, symbolic and experiential). Therefore, two multi-dimensional brand personality models were estimated by using structural equation modelling. Findings of this study indicate that golf players ascribe personality characteristics to destinations. The brand personality of the Algarve is translated into three main dimensions enjoyableness, distinctiveness and friendliness when tourists/golf players reveal their overall perception of the destination. The brand personality of golf destination Algarve is reflected in the dimensions reliability, hospitality, uniqueness and attractiveness when tourists assess the components of the relational brand personality. Refined scales consisting of 10 and 12 items were finally derived meeting both reliab...

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“…O formato de Content Marketing 7 , Storytelling 8 entre outros como o patrocínio deliberado de formatos como séries, documentários e até mesmo filmes foram destacados. A ideia de um formato e conteúdo "fora do padrão" é o que provocaria o efeito "atraente ou interessante" e que pareceu ser o elemento mais admirado entre os conteúdos ditos de "entretenimento" nas mídias digitais, o que vai ao encontro do presuposto da "novidade" posto por O'Donohoe (1993).…”

Section: /17unclassified

Estudos da exposição às mensagens publicitárias: usos e gratificações

Ferreira¹

2018

Rev. Famecos (Online)

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This article presents a literature review from empirical studies developed on selective attention to propagandistic messages. The aim of the text is to present the motivations for exposure to the messages that today are characterized by their irrelevance and impertinence, especially in a technological environment that makes them intrusive: -reason why are generally ignored by their audience. Here I present the main contributions of the studies focused on the consumption of advertising messages. As result, four categories were considered as the most relevant: Entertainment, Information acquisition, Personal and Social integration.Keywords: Advertising. Audience. Uses and Gratifications. RESUMOEste artigo apresenta uma revisão de literatura dos estudos empíricos desenvolvidos a respeito da atenção seletiva às mensagens propagandísticas. O objetivo do texto foi demonstrar as motivações para a exposição às mensagens que hoje se caracterizam, principalmente, por sua irrelevância e impertinência, sobretudo em um ambiente tecnológico que as tornam quase sempre intrusivas -razão pela qual são, no geral, ignoradas por seu público. Apresento aqui, portanto, as principais contribuições dos estudos focados no consumo das mensagens publicitárias, destacando os princípios de quatro categorias tidas como as mais relevantes encontradas por meio do estudo: Entretenimento, Obtenção de informações, Integração pessoal e Integração social.Palavras-chave: Publicidade. Audiência. Usos e Gratificações. Estudos da exposição às mensagens publicitárias: usos e gratificações Studies of exposure to advertising messages: Uses and GratificationsRaquel M. C. FerreiraUniversidade Federal de Sergipe (UFS) mídia, cultura e tecnologia Revista PUBLICIDADE E PROPAGANDA Introdução "A irrelevância da mensagem publicitária 1 nos veículos e nos formatos conhecidos está crescendo com muita rapidez num mundo cada vez mais multimídia, repleto de opções e alternativas que atraem a atenção dos consumidores", disse uma vez Walter Longo em sua página pessoal (Longo, 2015). O publicitário se refere a um processo há muito tempo investigado pela academia, mais precisamente pelos estudos da "Audiência", quando propõe que a "atenção seletiva" dos telespectadores e leitores têm inviabilizado o "negócio da propaganda como a conhecemos".1 Propaganda e publicidade são aqui entendidas como sinônimas, como indica o Art. 5º da Lei brasileira nº 4.680 de 18 junho de 1965, que acusa que propaganda é qualquer forma remunerada de difusão de ideias, mercadorias ou serviços, por parte de um anunciante identificado.

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Advertising Uses and Gratifications

Cited by 149 publications

References 13 publications

Exploring children's understanding of television advertising – beyond the advertiser's perspective

Exploring children's understanding of television advertising – beyond the advertiser's perspective

Golf destinations’ brand personality: the case of the Algarve

Estudos da exposição às mensagens publicitárias: usos e gratificações

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