Thursday , May 25 2023

Advertising and Marketing Communications! Current Studies/Articles


Appraising Audience Views of the Influence of News Commercialization on Credibility of Broadcast News Content. A Study of Residents of Minna Metropolis Niger State


Ezeah, Greg Ph.D

Department of Mass Communication,

University of Nigeria, Nsukka


Jonah Alice Aladi

Department of Mass Communication,

The Federal Polytechnic, Bida




The study investigates the view of audience of Minna metropolis on the Influence of News Commercialization on Credibility of Broadcast News Content. One of the objectives of the study was to determine how news commercialization influences credibility of broadcast news. The quantitative survey design was used, with the Social Responsibility theory as the basis for the study. The focus was on the audience with educational qualification of First Degree and above who were purporsively selected across the 11 wards in Minna metropolis. Sample size of 384 respondents was administered questionnaire using the Likert Scale method. The data generated were presented and analyzed using simple tables and percentages. Findings revealed that 39.9% strongly agree that news commercialization crumbles credibility of news since only the views of the rich and powerful are carried. This shows that the audience strongly agrees that only the views of the rich and powerful are carried in the news. The study recommends, among others, that the broadcast media can through news bulletin, commentaries, current affairs etc, bring news to the door step of the common man on the streets to regain their confidence and trust, once again.

Keywords: Audience, broadcast news content, influence, credibility, News Commercialization

(Journal of Advertising and Public Relations Volume 1, Issue 1, 2017, PP 1-9)



Impact of Social Media Advertisements on University Students


Javeria Nazeer*

Lahore Garrison University, Pakistan


This study investigates the “Impact of social media advertisements on university students of Lahore”. The main aim of this research was to find out the attitude and behavior change in university students of Lahore regarding advertisements on social media through KAP survey using questionnaire as a tool of data collection and stratified random sampling as technique. It covers demographic characteristics like gender and age group of the respondents. For age the researcher has selected Age group (18-25 y) as young adults and (26-35 y) as adult students because sample comprises of university students only, for gender researcher has selected male and female respondents. The research questions are “What is the attitude of users of social media towards advertisements?” and “To which extent users feel change in their behavior after encountering ads on their home page?” The data was analyzed through univariate and bivariate statistical procedures and results are presented in frequencies, cross tabs and findings of hypothesis testing through correlation. The findings exposed that user’s exposure to social media advertisements leads them to attitude as well as behavior change in age group (26-35 y). Moreover, results also revealed that male students are more affected by exposure to social media ads than female students.

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Social media advertising; Exposure; Attitude; Behavior


Impact of Mobile Phones TV Commercials on Consumers’ Behavior


Iqbal Ammara*

Department of Social Science, University of Punjab, Lahore, Pakistan


The purpose of this research is to investigate the impact that mobile phones’ network commercials broadcasted from TV incur on consumer’s behavior. The proposed research work examines consumer behavior on three levels, i.e. knowledge, attitude and practice. The researcher has found out that how these networks commercials compel consumers to react at different levels. The major hypothesis of study is” the more exposure to TV commercials of mobile phone networks, the greater impact/persuasion there would be in consumer behavior”. The study was conducted in Lahore and it investigated the “impact of TV commercials on consumer behavior” through survey using questionnaire as a tool of data collection. It will target 200 consumers (100 male, 100 female) along with demographic characteristics like gender, age and income of the respondents. For this research, researcher will select three demography of the sample, like gender, income and education. For gender, the researcher will select male and female, for income, both low and high income sample will be selected and lastly for education, both low and high educated sample will be selected. For this research, the researcher will select various demographic features as well. The statistical test Chi-Square will be used for testing the hypothesis. The results and findings will be discussed in the light of societal justifications and empirical evidences available. The findings of the study revealed.

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Consumer behavior; TV commercial; Mobile phone impact; Consumer behavior



The Sun and Satellite: A Study of Gender Relations in Television Advertisements and its Relationship to the Position of Women in Indian Households


Chetna Bhatia* and Madhu Deep Singh*

Amity University, Gwalior, Madhya Pradesh, India


While the contemporary Indian feminists are busy in on-street protests and campaigns regarding woman’s mobility, what is going on inside the Indian households assumes more importance due to its major role in shaping the attitudes and outlook of men and women participating in such events. Advertisements, in a globalized India, act as a major platform for selling the products of MNC’s. The brain surgeons sitting in ad agencies position various products by targeting Indian families and portraying images of their values, patterns of relationship and space shared by the members. And television being a living room mass medium with high reach multiplies its scope of touching different aspects of personal and public life of the families. Gender relations are one of them. Previous studies in this field have been confined to sex roles, stereotypes and portrayal of women as a mother, wife and working lady in the ads. This paper attempts to study the patterns of gender relations portrayed in television advertisements and its relationship to the current position of women in Indian households. The study is undertaken with broader reference to the division of labor, decision-making, help, advice, mobility and interpersonal communication between male and female partners in the family. Method of content analysis, both quantitative and qualitative, was used to analyze 500 Hindi television advertisements using codes based on these four parameters. For the second part, a survey was conducted from 500 respondents in the metropolitan capital city of Delhi. The questionnaire listed various tasks and decisions of routine family life on a nominal scale. Another Section contained attitudinal statements about women with reference to various roles and decisions involved in domestic, financial and outdoor situations between husband and wife. The agreement of respondents was measured using 5-point Likert Scale. It was found that the position of Indian women in the capital city is like a satellite which depends on the Sun to receive light. And the same pattern is reflected in television advertisements. It was concluded that with the motive of increasing their sales, advertisers are trying to encourage anti-feminist mindset by portraying male dominance in both public and private spaces of the society

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Relations; Mass communication; Advertisements; Television; Consumer


Television Advertisements Motivating Western lifestyle on ‘College Youth’


Kavitha, V.

Department of Journalism and Mass Communication, Vivekananda College, Agastheeswaram, Tamil Nadu, India


Television advertisements being announcers have their own appeal in gaining the young audience attention. Western world has its significant influence in India in the avenues of fashion, trend, consuming products and on the wholesome lifestyle. While television advertisements promote the sales of products and services, western product advertisements give the audience an idea of ‘how much’ the usual living can be westernized. College students take keen notice of trend and fashion; they constantly try to be updated. This study was to find out ‘to what extent’ television advertisements motivate western lifestyle among college youth. Accordingly, Quantitative Survey method was adopted for the study. The universe of research was college students from three different cities Nagercoil, Tirunelveli and Madurai of age group ‘17 to 23’. The size of the sample was 600; and Non-probabilistic sampling method was employed. The ‘instrument’ for gathering data was a simplified and focused questionnaire containing thirty two questions. The summary outcome from the questionnaire portrayed that the result indicates ‘College youth gets influenced by television advertisements in adapting western lifestyle’. The study concludes Western product advertisements encourage the students to try new brands and shift to Western brands. Students buy Western products because of Prestige, Price, Peer pressure, Brand identity, Endorsement, Attractive ad, Organic, Reliable and Ideal. Students regret Lack of money for not buying a Western product. Being modern and westernized was admired by the college youths; thereby creating a psychological imprint reflecting in their outlook.

Keywords: Television advertisement; Westernization; Lifestyle; College youth; Western brands



About Chinenye Nwabueze

Nwabueze is a writer with passion for cutting-edge news

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