Date of Award

2013

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Carolyn Cunningham

Second Advisor

Dr. Giovanni Caputo

Abstract

Americans are living in an age ofadvertising and successfuJly marketing to the right groups at the right time can enhance a brands marketing edge. However, in order to consider marketing successful, the marketing communication's message needs to be created appropriately. Guided by Social Cognitive Theory and Stuart Hall's Encoding/Decoding theory, this thesis examined how marketing communications have been displayed to Blacks, Whites, and Hispanics via television commercials. Also examined were how marketing communications via television commercials were perceived by each ethnic group and whether that group identified with the communication or had a cultural affinity towards the message. Results of the study were not as statistically significant as the researcher set out to present; however, points for further research were identified in the discussion. Brand awareness, audience stereotyping, and cultural identity were the focus of the results and research questions presented in this study.

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