Empirical analysis of values on interactive advertisement aimed at a teenage audience
Keywords: 
Values
Advertising on Internet
Socialization
Teenagers
Issue Date: 
2012
Publisher: 
Servicio de Publicaciones de la Universidad de Navarra
ISSN: 
2174-0895
Citation: 
de FRUTOS TORRES, B.; SÁNCHEZ VALLE, M. y VÁZQUEZ BARRIO, T.., ""Empirical analysis of values on interactive advertisement aimed at a teenage audience "". Communication and Society/Comunicación y Sociedad, vol. XXV, n. 2, 2012, pp.175-202.
Abstract
This paper aims to examine the values reflected in Internet advertising. To achieve this, a content analysis which identifies the values reflected by advertisements on web sites targeting teenagers, has been performed. Analysis results show that the most frequent values are related to transgression, adventure, materialism, competitiveness and power. The study also reveals a relationship between the target audience and the type of values. Campaigns aimed at youth have a significant presence of transgression, adventure, materialism, power, competitiveness and personal success values, while campaigns aimed at both targets (adults and youth simultaneously) have a significant presence of normative values.

Files in This Item:
File: 
Analysis_of_values.pdf
Description: 
Size: 
428,41 kB
Format: 
Adobe PDF


Items in Dadun are protected by copyright, with all rights reserved, unless otherwise indicated.