VIOLENCE IN ADVERTISING A Multilayered Content Analysis

被引：14
作者：
Jones, Tim [1 ]
Cunningham, Peggy H. [2 ]
Gallagher, Katherine [1 ]
机构：
[1] Mem Univ Newfoundland, Fac Business Adm, St John, NF A1C 5S7, Canada
[2] Dalhousie Univ, Halifax, NS B3H 3J5, Canada
来源：
JOURNAL OF ADVERTISING | 2010年 / 39卷 / 04期
关键词：
LEAGUE BASEBALL PLAYOFFS; TELEVISION COMMERCIALS; MEDIA VIOLENCE; FEAR APPEALS; BEHAVIOR; GENDER; MEMORY; SEX; AGGRESSION; PSYCHOLOGY;
D O I：
10.2753/JOA0091-3367390402
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Concern about violence in society as a whole and in advertising in particular is growing. We present a multilayered content analysis of depictions of violence in advertising and develop a classification scheme that allows systematic examination of violent content in advertisements. Using the classification scheme, we use normative ethical analysis to develop guidelines for advertisers, policymakers, and regulators to use in the assessment of the ethicality of violent advertisements.
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收藏
页码：11 / 36
页数：26
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