Communication Research

Content Analysis of TV Ads A Focus on Commercials’ Appeals and Methods of Presentation

Document Type : Original Article

Authors

Shahriyar Azizi 1
Marziyeh Nasiri 2

1 Associate Prof. in Marketing, Shahid Beheshti Uni.

2 * Business Management

https://doi.org/10.22082/cr.2013.23467
Abstract
Television is the key medium for offering advertisement. TV commercials are mostly costly, but, widely viewed; hence, they are among the main options for ads managers. The present article aims to examine Channel Three’s ads in terms of their attractive attributes as well as the method of presentation, using content analysis as the research methodology. The sample constitutes 106 different ads offered on this channel.
Findings indicate that reasonable appeals are the most frequent and emotional-social appeals are the least frequent attractions used in Channel Three’s TV commercials. On methods of presentation, direct sale has the highest share and user confirmation has the lowest share. Results, also, show that advertisement appeals vary from one industry to another.
 
 

Keywords

Appeal
Method of Presentation
TV Ads
Content Analysis

 

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  • Receive Date 24 July 2012
  • Revise Date 02 October 2012
  • Accept Date 20 November 2012

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