Negative affect of Advertising on teenagers

• Номер работы:
  585764
• Раздел:
  Все работы   →   Магистерские работы   →   Маркетинг и рекламная деятельность (PR)
• Год добавления:
  20.02.2020 г.
• Объем работы:
  70 стр.
• Содержание:
  1 Introduction 1
  1.1 Background 1
  1.2 The Background and the Meaning of the Topic 2
  1.2.1 Social influence 2
  1.2.2 Teen Age 4
  1.3 Research Content 6
  1.4 Methodology 7
  1.5 Novelty 7
  2 The Review of the Literature 8
  2.1 The Impact of Advertising on Teenagers 8
  2.1.1 The Phenomenon of the Advertising 8
  2.1.2 Advertising Influence Teenagers 11
  2.2 Factors of Influence that Accompany Advertising 19
  2.2.1 Perceived Price 20
  2.2.2 Product Knowledge 23
  2.2.3 Past experience 24
  2.2.4 Assurance and responsiveness 26
  3 The Effect of Adverting Appeal on Teenager Purchase Intention 29
  3.1 Advertising Appeal 29
  3.2 Perceived Price 30
  3.3 Product Knowledge 31
  3.4 Past Experience 31
  3.5 Assurance and Responsiveness 32
  4 Methodology 33
  4.1 Research Design 33
  4.2 Methods 33
  4.2.1 Focus Group 33
  4.2.2 Interview 35
  4.3 Data Collection 36
  4.3.1 Methodology Outline 36
  4.3.2 The Survey Process 41
  4.3.3 Data Analysis 43
  5 Findings and Discussion 45
  5.1 Focus group 45
  5.2 Interview 49
  5.3 Discussion 51
  6 Conclusion 57
  Reference List 59
  Appendix 71
  
• Выдержка из работы:
  Некоторые тезисы из работы по теме Negative affect of Advertising on teenagers
  
  1 Introduction
  1.1 Background
  Global changes in the modern world embrace all the areas of people’s life. They can be seen not only in the processes and phenomena but also in the life of each individual. This is an influence and it can have various poles and lead to either a positive or negative effect. At the same time a person goes through a significant number of age-related crises throughout his life. Despite the short time, they allow him to go to a qualitatively new stage of development. However, noted sharp psychological changes do not always go smoothly. In the frames of external influences the changes are perceived by individuals differently and most intensively by those who are just involved in the process of socialization. This is about teenagers.
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  1.2 The Background and the Meaning of the Topic
  1.2.1 Social influence
  The background of the topic is the concept of influence, an important element in the structure of communication. It is conditioned by the content of the activity, the structure of the roles, the goals of communication, and the individual psychological characteristics of the participants in communication. Being a part of the structure, psychological influence touches upon features of the person (mental processes, phenomena, states, cognitive, affective and behavioral spheres of personality, personality as a whole) or group consciousness and processes . As a result of impact the following components of the recipient are transformed: beliefs, perceptual stereotypes and attitudes .
  The problem of psychological influence underlies the phenomenon of social influence, a process, which involves changing behavior, feelings and thoughts to a certain stimulus of one person under the influence of another . It means that behavior is formed in the process of social interactions and takes into account current norms, regulations, etc.
  The basis of social influence is the psychology of the masses related to three environments: the interpersonal, the conviction and the specially formed by media. Differences in them will be determined by the direction (individualized or personal) and the degree of coverage of the target audience .
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