Väärtused Eesti Ekspressi reklaamides
Date
2006
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The aim of this thesis is to examine what kind of values are considered self-evident on
the level of culture, based on the assumption that advertisers and copywriters, wanting to
sell their product as successfully as possible, appeal on values they consider to be
dominant in the society.
The main question discussed in this thesis is: what kind of values are dominant in
advertisements of Eesti Ekspress – traditional, modernistic or post-modernistic? Are
these values more individualistic or collectivistic?
To answer these questions the author of the thesis used quantitative and qualitative
content analysis. 54 whole page advertisements of Eesti Ekspress from 2005 were
analyzed.
The author concluded that on the individualism-collectivism scale the analyzed
advertisements contained more individualistic and less universal values.
In the category of individualistic values, most numerous were examples of hedonism,
achievement and self-direction. In the category of collectivistic values security and
benevolence most frequently occurred, in the category of universal values – harmony
with the nature, world of beauty and inner harmony.
On the traditionalism-modernism-postmodernism scale, mostly post-modernistic values
were present. Traditional and modernistic values were more or less equally seldom.
Mostly such post-modernistic values as enjoyment of life and nice things as well as
comfort were represented. Most common traditional values were importance of family,
importance of work, ethics and good manners. More frequent modernistic values were
technology, social status and economy.
To sum up one can say that conclusions of this thesis and results of value surveys
conducted in Estonia are similar only on very general level – compared to other values, individualistic and post-modernistic values are represented a bit more frequently. Among
collective values separate values related to security such as strong family, sense of
togetherness and health have their firm position.
As for separate values, the results are partly even contradictory. Only three types of
values often used in advertisements have an important place in answers of residents of
Estonia – health, strong family and freedom. So the thesis confirms the presumption that
values carried by separate individuals do not always coincide with the values carried by
the society as a whole.
Keywords
H Social Sciences (General), bakalaureusetööd, ajakirjandus, trükiajakirjandus, ajalehed, reklaam, ajakirjandusreklaam, väärtused (filos.)