Kuidas teha manitsev sõnum teismelistele vastuvõetavaks? Sotsiaalreklaamide vastuvõtt ja seda mõjutavad tegurid 15-16aastaste kooliõpilaste seas
Date
2010
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The reception of social advertisements and its influencing factors
among 15-16-year-old school students
Keywords: social marketing, social advertisements, teens, significant others, field of
socialization.
This thesis sets an aim to determine ways in which social advertisements can address a teenage
audience in a successful manner, taking into consideration the limitations social marketing faces
as opposed to commercial marketing.
Based on the conviction that advertisements are constructed in a way that allows them to have an
influence on individuals’ beliefs and behaviour, this thesis sets the focus on social advertising – a
phenomenon that is to influence people to change their behaviour in order for the society to
benefit from it or to increase their own objective well-being. In the context of social marketing it
is important to distinguish between objective and subjective well-being deriving from the
assumption that the behaviour that leads to subjective well-being (enjoying an unhealthy meal,
getting pleasure from smoking etc) can include actions that undermine objective well-being,
whereas objective well-being denotes a state of overall healthiness and is in ideal constructive in
every aspect.
This thesis is focused on 15-16-year-olds’ reception of social advertisements and other influence
that plays a role in shaping their beliefs and/or behaviour regarding the topics covered in the two
themes represented in the chosen social advertisements. The chosen examples used in this
research include a pro-seatbelts advertisement and a campaign on physical activity.
The aim of this thesis is to find out how students between ages 15 and 16 regard these examples
of social advertisements and how they link these aims of influencing them to other, sometimes
competitive, factors.
Setting a hypothesis that the reception of social advertising among the representatives of the
researched group is influenced by their meaningful others, I have tried to answer two questions:
1. Which characteristics make a message (coming from significant others as well as from
social advertisements) trustworthy and reliable for teenagers?
2. How do teenagers rate the potential or actual influence of social advertisements and
significant others on their attitudes and behaviour in accordance to the subjects dealt
within the advertisements.
In answering those questions I have set an objective to discuss on the subject of which types of
social advertisements (namely which strategies of addressing the audience) would potentially be
more likely to have an influence on the teens compared to other types.
In my research I have used a discourse analytical approach to determine the main concepts used
in the two chosen social advertisements. I also collected 37 essays from 9th grade students on the
subject of their main influences in everyday life. Finally I conducted interviews with 12 of the
pupils who were chosen from the 37 essay writers.
After having analysed the advertisements, the essays and the interviews, I concluded with some
suggestions that I believe should be taken into consideration when drafting social advertisements
to the age group in question. These suggestions include recommendations for creating the
message of the advertisement, choosing the appropriate addressing for the audience etc as well as
to the overall considerations when creating a social message aimed towards the teenage
audience.
Keywords
magistritööd, reklaam, sotsiaalreklaam, sotsiaalne turundus, õpilased, teismelised, hoiakud, mõjutamine, tervislik eluviis