Hoiatavate reklaamide vastuvõtt noorte seas
Date
2008
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The present bachelor thesis „The reception of warning advertisements among the youth”
is based on the reception of contradictory social advertisements – one made in 2006, two
made in 2007 and one made in 2008. The main aim of the study was to find out how the
differences between the visual and verbal part of the message and contradictions in the
advertisement influence the reception of the advertisement. The empirical material
consists of ten extensive interviews with ethnic Estonians, aged 17-24 and living in Tartu
or Tallinn. In the interviews I also used the elements of experiment.
The theoretical part of the thesis includes the main terms and definitions related to the
social marketing, social advertisements and prevention of risk behaviour.
I raised the main questions of the study:
• How do the differences between the visual and verbal message favour or prevent
the reception of the warning message?
• What are the attitudes towards the different ways of approaching and forms like
shocking, humour, conciseness and use of figures of speech in warning
advertisements? What connotations are evoked by the specific elements of
different ways of approaching and how do they favour or counteract the
understanding of the problem?
• To what extent do advertisement and other forms of communication,
characteristic to the field of commerce (e.g. advertisement campaign, television,
etc.) cause embarrassment or are acceptable beside other, „traditional” forms of
prevention (e.g. preventive work in schools, preventive work by parents, articles)?
What are the possibilities and dangers of advertisement besides other forms of
communication?
In the coding the interviews I used cross-case analysis by the blocks of questions of the
interview and in the interpretation of the results I used manifest analysis (taking into
consideration the direct spoken text). As the work was a small-scale qualitative study the
results can not be considered final and advisory. The work raised possible hypotheses for
the further more representative statistical studies.
From the results of the study it became evident that the differences between the visual
and verbal message favour the reception of the information when the difference
(contradiction) is logically explainable and easily understandable. Of the different ways
of approaching and forms of advertisement shocking was considered most striking and
setting people thinking. However, from the consumer’s point of view, emphasis on the
negative emotions must be well argumented otherwise there will be no wish to dwell
longer on a subject.
A good opportunity for obtaining the attention of the target group was also seen in using
well-known public figures. The use of humour in connection with this subject was
considered very risky because it may diminish the problem in the eyes of the consumer.
However, in the prevention of the risk-taking behaviour a rather small importance was
attributed to the advertisement. The best possibilities in the preventative work were seen
in personal approach.
In conclusion, the use of social advertisement is always connected with big risks because,
on one side it is easy to evoke unwanted connotations in the target group and on the other
side, social advertisements, often trying to avoid the conflict, remain boring for the
consumer and therefore they are simply not noticed.
Keywords
noored, reklaam, reklaamikampaaniad, ennetamine, sotsiaalne turundus, tervislik eluviis