Kuidas teha manitsev sõnum teismelistele vastuvõetavaks? Sotsiaalreklaamide vastuvõtt ja seda mõjutavad tegurid 15-16aastaste kooliõpilaste seas
| dc.contributor.advisor | Kalmus, Veronika, juhendaja | |
| dc.contributor.author | Etti, Ande | |
| dc.contributor.other | Tartu Ülikool. Sotsiaal- ja haridusteaduskond | et |
| dc.contributor.other | Tartu Ülikool. Ajakirjanduse ja kommunikatsiooni instituut | et |
| dc.date.accessioned | 2010-09-28T11:59:39Z | |
| dc.date.available | 2010-09-28T11:59:39Z | |
| dc.date.issued | 2010 | |
| dc.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. | en |
| dc.description.uri | http://tartu.ester.ee/record=b2510135~S1*est | |
| dc.identifier.uri | http://hdl.handle.net/10062/15358 | |
| dc.language.iso | et | et |
| dc.publisher | Tartu Ülikool | et |
| dc.subject | magistritööd | et |
| dc.subject | reklaam | et |
| dc.subject | sotsiaalreklaam | et |
| dc.subject | sotsiaalne turundus | et |
| dc.subject | õpilased | et |
| dc.subject | teismelised | et |
| dc.subject | hoiakud | et |
| dc.subject | mõjutamine | et |
| dc.subject | tervislik eluviis | et |
| dc.title | Kuidas teha manitsev sõnum teismelistele vastuvõetavaks? Sotsiaalreklaamide vastuvõtt ja seda mõjutavad tegurid 15-16aastaste kooliõpilaste seas | et |
| dc.type | Other | en |