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dc.contributor.advisorLahti, Malgorzata
dc.contributor.authorAnipa, Florence
dc.date.accessioned2020-02-03T13:20:45Z
dc.date.available2020-02-03T13:20:45Z
dc.date.issued2020
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/67701
dc.description.abstractTill date, advertising contents continue to raise controversy in the media due to miscommunication and misinterpretation. This study examines a proposed television ad, it also looks into the intended message to be communicated and how the audience perceive it. The main focus of the research is to explore how controversy is generated when social groups are negatively represented in advertisement. The research uses two different data sets retrieved from YouTube, that is, an ad and the viewer’s comments to the ad. The YouTube ad and the viewer’s comments are analyzed with multimodal semiotic analysis and thematic analysis respectively. Findings from this study shows an interpretation of the advert from the researcher’s perspective and an analysis of the audience’s response. This research explains how stereotypes associated with the Japanese, has been implemented in the ad’s narrative with a humorous effect. Findings from the data revealed that majority of people from a specific social group found the ad content problematic, thus leading to a lot of controversy. The social group which raised these controversies was identified as Asians. The data sets suggest that Asians found the ad problematic because they identify with the Japanese, shown in the advert. It was gathered that Asians found the ad offensive because it portrayed a wrong impression about Asian women. From this study, it can be said that advertising contents are equally important in defining perceptions towards others in society. Thus, suggesting the importance of being clear with advertising messages.en
dc.format.extent83
dc.language.isoen
dc.subject.othersocial group
dc.subject.othernarrative
dc.subject.otherstereotypes
dc.subject.othermultimodal semiotic analysis
dc.subject.otherthematic analysis
dc.titleControversies over social group representation in advertisements : a case study on Hornbach’s The Smell of Spring narrative ad
dc.identifier.urnURN:NBN:fi:jyu-202002031959
dc.type.ontasotMaster’s thesisen
dc.type.ontasotPro gradu -tutkielmafi
dc.contributor.tiedekuntaHumanistis-yhteiskuntatieteellinen tiedekuntafi
dc.contributor.tiedekuntaFaculty of Humanities and Social Sciencesen
dc.contributor.laitosKieli- ja viestintätieteiden laitosfi
dc.contributor.laitosDepartment of Language and Communication Studiesen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.oppiainekulttuurienvälinen viestintäfi
dc.contributor.oppiaineMaster's Degree Programme in Intercultural Communicationen
dc.rights.copyrightJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rights.copyrightThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.contributor.oppiainekoodi3134
dc.subject.ysorepresentaatio
dc.subject.ysomainonta
dc.subject.ysoviestintä
dc.subject.ysostereotypiat
dc.subject.ysomainokset
dc.subject.ysovaikuttaminen
dc.subject.ysomainostajat
dc.subject.ysomedia
dc.subject.ysososiaalinen media
dc.subject.ysorepresentation (mental objects)
dc.subject.ysoadvertising
dc.subject.ysocommunication
dc.subject.ysostereotypies
dc.subject.ysoadvertisements
dc.subject.ysoinfluencing
dc.subject.ysoadvertisers
dc.subject.ysomedia
dc.subject.ysosocial media


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