Problem resolution appeals used in television advertising: a content analysis

The purpose of this study was to analyze the problem resolution appeals used in television advertisements. Data were collected by videotaping advertisements shown on local affiliates of the three national networks during September 1984, in Blacksburg, Virginia. An instrument developed for the study was used to code problem resolution appeals in a sample of 1380 national commercials. A majority of the sample was found to have at least one problem. The problem type most frequently found was physical, followed by social, product, ego, and safety. The intensity (magnitude, urgency, and excitement value) of the problems presented was found to be high in a majority of the commercials. The time required for resolution to occur was judged to be immediate (within seconds or minutes) in over three-fourths of the advertisements. Resolutions were presented as definite and certain to occur in over three-fourths of the commercials and were shown to be easy to accomplish. The findings of this study are useful as a description of the problems and resolutions presented in television advertising. They help to define one technique used by advertisers to sell products and may be instrumental in future studies that will investigate the impact of problem solving portrayals on consumers.

Name thesis:degree_name

M.S.

Level thesis:degree_level

masters

Discipline thesis:degree_discipline

Housing, Interior Design, and Resource Management

Department dc:contributor.department

Housing, Interior Design, and Resource Management

Grantor dc:publisher

Virginia Polytechnic Institute and State University

Year dc:date.issued

1985

Author dc:creator

• Blosser, Lois Lehman

Statement dc:rights

• In Copyright

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Language dc:language.iso

en_US

Handle dc:identifier.uri

http://hdl.handle.net/10919/90915

OAI identifier oai:identifier

oai:vtechworks.lib.vt.edu:10919/90915