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TV advertisements are multimodal and can effectively unfold social meanings through the representation of narratives and storytelling. To explore the social meanings through the multimodal narrative construction in the visuals of TV advertisements, this article analyses a Pakistani TV advertisement featuring Shan Thematic 2020's #MoreThanJustACook. It is argued that a multi-perspective approach can significantly facilitate interpreting the social meanings of visual texts. Therefore, the current study draws on social semiotics by Kress & van Leeuwen for its analytical framework, along with Ryan's narratological insights and Fog et al.'s storytelling elements. The investigation of multimodal narrative processes in the TVC unveils physical and psychological behaviours of the actors in the visuals, which represent social relationships through the description of a family from a Pakistani socio-cultural context. The story in the visual composition of the TVC aims to promote the idea of strong family ties, gender roles and women empowerment. This paper contributes towards knowledge on the application of multimodal socio-semiotic and narrativity theories. It is hoped that the proposed analytical approach can serve as a foundation for effective multimodal narratives in TV advertisements. [ABSTRACT FROM AUTHOR]

All around the world, the effects of gender inequality show itself in many areas from basic human rights and freedoms to participation to social, cultural and economic life. Reinforced by various global movements, the gender equality agenda has also become one of the important topics of discussion for marketing and advertising industries in recent years. The study examines the winning television advertisements in the Crystal Apple Advertising Creativity Award in Turkey from the perspective of gender representations and role portrayals. Within the scope of the research, 222 Crystal Apple-winning television advertisements in 2011, 2014 and 2017 are subjected to content analysis. The results provide that sampled television advertisements often contain traditional female and male portrayals. Even though not in majority, they also include certain progressive gender representations. However, this does not change the general outlook. In Turkey, award-winning television ads are still male dominant in terms of imagery and voice. Male lead characters are mostly portrayed as authority figure and associated with public space and work life. Female representations also reproduce traditional roles and female leads are associated with home and housework. Among all Crystal Apple winning television commercials, those that are awarded in 2014 yield the highest percentage in terms of traditional role portrayals and elements pertaining to gender inequality. [ABSTRACT FROM AUTHOR]

Purpose- Marketers want to know the best advertisement medium which can make their advertising more effective. This study seeks to find a linkage between television advertisement, radio advertisement, newspaper advertisement, and outdoor advertisement towards customers’ purchase decisions in Ghana. Design/Methodology- Using University students in Ghana as a population, the study employed a simple random sampling approach and collected data from University students in UCC and KNUST. Seven hundred and fifty (750) responses were gathered from participants, but only seven hundred and thirty-two (732) responses were deemed suitable and were adopted to justify the proposed relationships. Data were analyzed using partial least squared built on Structural Equation Modeling (SEM) Findings- The findings revealed that television advertisement has the greatest impact on customer purchase decision and was statistically significant at p< 0.01. Practical Implications- This finding provides helpful suggestions for advertising professionals, market researchers, existing and emerging organizations to see television advertisements as an opportunity to increase awareness of goods and services as it tends to appeal to viewers’ visual and sound senses, influencing customers’ purchasing decisions and increasing sales of goods and services.

Abstract Background Children’s preferences for cariogenic foods and/or drinks has been proven to be associated with exposure to advertisements. This study aimed to assess and compare the proportion of cariogenic food and /or drink advertisements aired on three metropolitan Sydney commercial television channels at different broadcast times during school term and school holidays. Methods Three Sydney free-to-air television channels (Channels Seven, Nine, and Ten) were recorded between June 2016 and January 2017. Two weekdays and one weekend day were recorded for a week for each channel during the school term and school holidays, respectively. All channels were recorded from 0630 h until 2300 h. Food and/or drink advertisements were categorised according to the time they were aired and their sugar and acid content. For each channel, school holiday data was compared with school term data. Pearson chi-squared testing was used to determine the difference in advertisements rates across TV channels and broadcast times including school holidays and school term. Results The proportion of food and/or drink advertisements for all networks was less than 10% of all advertisements. Overall, Channel Ten had the most food and/or drink advertisements (39.74%) and Channel Seven had the lowest (28.60%). Channel Ten aired the largest proportion of food and/or drink advertisements (27.18%) during school term Channel Nine aired the highest number of food and/or drink adverts (15.50%) during school holidays. There were more food and/or drink advertisements during children’s viewing hours compared to overlap, adult, and other viewing periods respectively, with Channel Ten airing the highest advertisements (15.72%) and Channel Seven airing the least (11.35%) food and/or drink advertisements. For all analyses, Pearson chi-square tests had a p-value

Copyright of Journal of The Iraqi University is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The consumption level of instant noodle in Indonesia eventually nominated as the second position in the world. Mayora has created Bakmi Mewah which different from other fast food that has been served in today’s market, through the television advertisement marketing strategy. The purpose of this research is to determine and analyse the consumer’s perception regarding the television advertising and consumer’s purchase decision of Bakmi Mewah’s product, and how much is the influence of television advertising to the Bakmi Mewah’s consumer purchased decision. The television advertising is measure from the video and audio. Meanwhile, the purchase decision was measured by the product’s choice, brand’s choice, distribution channel’s choice, purchasing time, and payment system. This type of research is causal-descriptive using quantitative method. The data collection technique is using the questionnaire where the number of population is unknown, therefore the sampling technique that used is probability sampling specified in incidental sampling, the number of respondents are 100 people. The research result found that Bakmi Mewah’s television advertising categorized as good, the purchase decision of Bakmi Mewah considered also considered as good, although there is no consumer’s interest in purchasing back the Bakmi Mewah’s product. Based on partial (t-test) hypothesis, it found that television advertising has a significant influence towards consumer’s purchase decision on Bakmi Mewah’s product. According to the coefficient determination, the television advertising has influence 26% and the rest is 74% which influenced by the other factors that are not included in this research.

Copyright of Gumushane Universty Electronic Journal of the Faculty of Communication / Gümüshane Üniversitesi Iletisim Fakültesi Elektronik Dergisi is the property of Gumushane Universitesi Iletisim Fakultesi Elektronik Dergisi (e-GIFDER) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Cuadernos.info is the property of Pontificia Universidad Catolica de Chile, Facultad de Comunicaciones and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Commercial advertisements as one of television’s programs are effective in presentation and reproduction of women’s position in society and continuity of gender stereotypes. The main purpose of this research is the study of gender stereotypes. In this regard, theory of gender representation of Goffman and symbolic annihilation of Tuchman were used. In this study firstly, the advertisements were segregated according to their subjects and then were studied regarding their gender stereotypes to specify if there is in Iran, differentiation in stereotyping. The method used was quantitative content analysis with reverse questionnaire. Population was commercial advertisements from 20:00 to 23:00 among three channels (channel 1, 2 and 3). The results showed that there is significant relation between gender of performer and presence in advertisements, main character of advertisements, touching of objects, ritual subordination, and voice of narrator and the subject of the advertisements do not affect their method of presentation. This is due to the outstanding stability of gender stereotypes in commercial advertisements behind the subject of advertisements. According to these results, gender stereotypes are re-produced and depicted regardless of what the subject of advertisements is.

Despite the entry of women into the labour force in India, women still participate in paid employment at a low rate; the rate even fell recently from 31% to 24% (ILO, 2013). This represents an alarming need for change in gender roles. The present article focuses on how electronic media content portrays men's and women's roles in performing housework. In a study of 30 TV serials that aired from 1990-2016 and 14 old and new TV advertisements, the findings show that mostly women are depicted doing domestic work. Media demonstrates gender disparities between men and women in performing domestic work, which is keeping our society from achieving gender equality. There is a need to reconsider men's and women's roles in the family. So, this study suggests that media content should not show biased gender roles. To avoid gender inequality at the micro level, we need to disseminate idealistic content to our nation's audience. To ensure women's participation in the work force, men's involvement in domestic chores needs to be increased; this can also improve the gross domestic productivity of the country. [ABSTRACT FROM AUTHOR]

Background and Objectives: The consumption of unhealthy snack and beverages can lead to childhood obesity, which has become a major concern globally. Television food advertisements may influence children's snack and beverages preferences. This article aims to explore children's snack and beverage consumption habits; examine the extent of television advertising for non-core (energy-dense, nutrient poor) snack and beverages; and assess the influence of television advertising on children's snack and beverages preferences in Harbin, China.Methods and Study Design: The study consisted of two components, a recall survey on the snack and beverage consumption and preferences of 9-11 years old school children; and recording snack and beverage advertisements on three popular television channels. Odds Ratio (OR) was used to estimate the likelihood of children selecting particular snack and beverages as their top three choices according to whether their preferences were influenced by television advertisements.Results: The majority of children consumed non-core snacks (100%) and beverages (80%) in the four weeks prior to the survey. Nearly 40% of television food advertisements were for non-core snacks and beverages. Non-core snacks (OR of 1.13) and non-core beverages (OR of 1.23) were more likely chosen as children's top three snack/beverage choices, particularly, "puffed food and tubers" snack and carbonated beverages (OR of 1.31 and 1.45, respectively).Conclusions: The snack and beverage preferences appeared to be influenced by television advertisements in this sample of Chinese children, highlighting the potential health and nutritional value of policy to reduce advertising of non-core foods in China. [ABSTRACT FROM AUTHOR]

Generally, the purpose of this research are: 1) To determine the analytical description of the television advertisement, price and purchase decision of Lux soap (Survey on visitors of Mega Bekasi Hypermall), 2) To determine the effect of television advertisement on purchase decision of Lux soap, 3) To determine the effect of price on purchase decision of Lux soap, 4) To determine the effect of the television advertisement, price and purchase decision of Lux soap (Survey on Visitors of Mega Bekasi Hypermall). The analysis which has been applied in this study is multiple linear regression analysis. The study has been conducted with a continence sampling technique of 110 consumers who visited Mega Bekasi Hypermall, while the technique of data collection was done by distributing questionnaires which were processed by SPSS 19. According to the research that the t test result on the variable of television advertisement is 2,965 with a significant value of 0.004,which means that the television advertisement has a significant influence on purchase decision. Furthermore, the t test result on the price variable is 3,678 with significant value of 0.000, which means that the price has a significant effect on purchase decision. Whereas, the F test result of two variables television advertisement and price is 9,087 with a significance value of 0,000. Those figures describes that the television advertisement and price simultaneously have significant influence on a purchase decision. In addition, the F test R2 value that is resulted from the research is 0.145 or 14.5%. This value describes the television advertisement and price influence on purchase decision as 14.5%.