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- Genre: Doctoral Dissertation
Description
This study investigates the uses of English in advertising in Brazil and the attitudes of Brazilians towards the use of different difficulty levels of English in advertising. Using a two part, mixed-methods approach, drawing from quantitative and qualitative methods, I utilized a corpus study to examine English uses in Brazilian magazines and a survey to investigate the difficulty of English slogans as a determinant for people's attitudes towards English in advertising. For the first part, three major Brazilian news magazines, Veja, Época, and ISTOÉ were used. From three issues of each magazine, results showed that 57% of the advertisements in all nine magazines contained English in different parts of the advertisements, with most occurrences in the product name, followed by the body copy, headline, subheadline, and slogan. English was used to advertise a number of different product types, but was especially used for advertising cars, electronics, events, and banks. It was also found that the majority of English was used for its symbolic representations of modernity, prestige, globalization, and reliability. Using a survey for the second part of the study, I investigated how Brazilian participants judged four advertisements that featured English slogans that were comparable to slogans judged to be easy or difficult to understand in a similar study conducted by Hornikx, van Meurs, and de Boer (2010). Participants were offered attitudinal choices to mark off on a 4-point Likert scale, where they indicated their attitudes towards the English slogans provided. They were also asked to determine if they understood the slogans and to translate them to indicate their actual understanding of the slogans. Participants showed more positive attitudes towards the uses of English than negative attitudes. The survey provided evidence that with the very low numbers of correctly translated slogans, many participants believed they understood the slogans, which could prove to be more of an indicator of positive attitudes than their actual understanding of the slogans. This project provides an example from one Expanding Circle context touched by the far-reaching influences of World Englishes.
ContributorsMontes, Amanda Lira Gordenstein (Author) / Friedrich, Patricia M (Thesis advisor) / Matsuda, Aya (Committee member) / Lafford, Barbara (Committee member) / Anokye, Akua Duku (Committee member) / Arizona State University (Publisher)
Created2014
Description
We apply a Bayesian network-based approach for determining the structure of consumers' brand concept maps, and we further extend this approach in order to provide a precise delineation of the set of cognitive variations of that brand concept map structure which can simultaneously coexist within the data. This methodology can operate with nonlinear as well as linear relationships between the variables, and utilizes simple Likert-style marketing survey data as input. In addition, the method can operate without any a priori hypothesized structures or relations among the brand associations in the model. The resulting brand concept map structures delineate directional (as opposed to simply correlational) relations among the brand associations, and differentiates between the predictive and the diagnostic directions within each link. Further, we determine a Bayesian network-based link strength measure, and apply it to a comparison of the strengths of the connections between different semantic categories of brand association descriptors, as well as between different strategically important drivers of brand differentiation. Finally, we apply a precise form of information propagation through the predictive and diagnostic links within the network in order to evaluate the effect of introducing new information to the brand concept network. This overall methodology operates via a factorization of the joint distribution of the brand association variables via conditional independence properties and an application of the causal Markov condition, and as such, it represents an alternative approach to correlation-based structural determination methods. By using conditional independence as a core structural construct, the methods utilized here are especially well- suited for determining and analyzing asymmetric or directional beliefs about brand or product attributes. This methodology builds on the pioneering Brand Concept Mapping approach of Roedder John et al. (2006). Similar to that approach, the Bayesian network-based method derives the specific link-by-link structure among a brand's associations, and also allows for a precise quantitative determination of the likely effects that manipulation of specific brand associations will have upon other strategically important associations within that brand image. In addition, the method's precise informational semantics and specific structural measures allow for a greater understanding of the structure of these brand associations.
ContributorsBrownstein, Steven Alan (Author) / Reingen, Peter (Thesis advisor) / Kumar, Ajith (Committee member) / Mokwa, Michael (Committee member) / Arizona State University (Publisher)
Created2013
Description
This research examines the effects of using similar vs. dissimilar models in health messages on message compliance. I find that level of self-awareness moderates the effect of model similarity on message compliance. Across three studies, I demonstrate that when self-awareness is high, a health message that contains a similar model leads to higher compliance than the same message containing a dissimilar model. On the other hand, when self-awareness is low, a health message that contains a similar model leads to lower message compliance than the same message containing a dissimilar model. Additionally, I demonstrate that the increased compliance observed when self-awareness is high and a similar model is used is associated with self-enhancing behavior and increased engagement with the ad, while the decreased compliance observed when self-awareness is low and a similar model is used is associated with disregarding the ad.
ContributorsLoveland, Katherine (Author) / Mandel, Naomi (Thesis advisor) / Miller, Elizabeth G. (Committee member) / Morales, Andrea C. (Committee member) / Smeesters, Dirk (Committee member) / Arizona State University (Publisher)
Created2011
Description
Increasing numbers of biomedical products have become eligible for over-the-counter sale in contemporary American consumer culture. What was once the realm of the clinical has moved into the realm of the domestic, with the consumer as the interpreter of health issues and communication. This dissertation examines the user experience with the marketing and design of packaging of home pregnancy tests. Studies indicate that more than one-third of women of reproductive age in the U.S. have used a home pregnancy test, yet the test is marketed to a specific demographic of user: one who is white, affluent, and married. How are users’ experiences affected, and how do different methodological frameworks yield results for the study of these user experiences?
In this project, I conduct a series of methodological case studies to show how each reveal various aspects of the user experience of home pregnancy testing. I begin with a case study of three brands of home pregnancy tests, using visual-material rhetorical analysis to uncover the cultural values implicit in packaging. I then move to two case studies involving the results of a National Institutes of Health survey of pregnancy test users. I employ a thematic analysis framework to analyze demographic information about users and to contextualize their narratives. I also conduct corpus linguistics and semantic network analysis with the same data set to model patterns in language. From these varying approaches, each with different underlying assumptions, nuanced aspects of the user experience with the product and its communication emerge. For example, the user’s life circumstances change from initial to subsequent pregnancy test purchase and use so as to suggest more desire for a positive result with subsequent testing, yet many users across these categories express some degree of discomfort when purchasing this product.
I conclude with suggestions based on this research for more ethically informed pregnancy test marketing, and outline avenues for future research for evaluation of home pregnancy test user experience. I finally discuss the implications of multiple methodological approaches for transdisciplinary humanities project design, implementation, and evaluation, with emphasis on the digital and medical humanities.
In this project, I conduct a series of methodological case studies to show how each reveal various aspects of the user experience of home pregnancy testing. I begin with a case study of three brands of home pregnancy tests, using visual-material rhetorical analysis to uncover the cultural values implicit in packaging. I then move to two case studies involving the results of a National Institutes of Health survey of pregnancy test users. I employ a thematic analysis framework to analyze demographic information about users and to contextualize their narratives. I also conduct corpus linguistics and semantic network analysis with the same data set to model patterns in language. From these varying approaches, each with different underlying assumptions, nuanced aspects of the user experience with the product and its communication emerge. For example, the user’s life circumstances change from initial to subsequent pregnancy test purchase and use so as to suggest more desire for a positive result with subsequent testing, yet many users across these categories express some degree of discomfort when purchasing this product.
I conclude with suggestions based on this research for more ethically informed pregnancy test marketing, and outline avenues for future research for evaluation of home pregnancy test user experience. I finally discuss the implications of multiple methodological approaches for transdisciplinary humanities project design, implementation, and evaluation, with emphasis on the digital and medical humanities.
ContributorsOpel, Dawn S (Author) / Goggin, Maureen Daly (Thesis advisor) / Daer, Alice R (Committee member) / Wernimont, Jacqueline (Committee member) / Arizona State University (Publisher)
Created2015