Appeals, Sexual Images, Visual Metaphors and Themes: Differences in Condom Print Ads across Four Continents
Journal Title: Online Journal of Communication and Media Technologies - Year 2015, Vol 5, Issue 3
Abstract
This study examined condom print advertisements published in four continents (Europe, Asia, North America and South America) to determine differences in emotional appeals used, the presence of sexually-charged images, the visual metaphors applied, and the themes stressed. The results obtained from a content analysis show the dominance of humor appeal and the downplaying of nakedness and sexual scenes to promote condom use. The European advertisements made greater use of sexual images. Only a few ads, mostly from Asia, used metaphors. In Europe, Asia, and North America, the enhancement of sexual pleasure was the dominant frame. In South America, the major theme focused on preventing pregnancy.
Authors and Affiliations
Jo-Yun Li| University of South Carolina, USA, Lulu Rodriguez| University of Illinois at Urbana-Champaign, USA
Keywords
Related Articles
- EP ID EP10039
- DOI -
- Views 333
- Downloads 16
The Emerging Cyber Media: The beginning of a New Media and the end of Old Media
One of the effects of modern technology and the avalanche of internet-based media modalities is making the world a global village. One is connected to the rest of the world with a click of the mouse or a tap on the mob...
The Influence of Online Anime towards Children
Online anime has been a major influence towards the growth of children in Malaysia. Therefore this study investigates the online anime that influence children in their everyday lives. The study also discusses the influ...
Taming the Information Beast: Content Customization and Its Impact on Media Enjoyment for Online Consumers
As technologies continue to evolve, customized online environments are becoming evermore popular with consumers as they help manage information flow in the online space while limiting exposure to advertising. This stud...
An Examination of Academic Studies Covering Israel Palestine Conflict Over its Reflections Through Media
The media plays an important role in during the periods of wars and conflicts. The media ensures public knowledge of the events by carrying the messages to the masses in these periods. The contents of media messages us...
The Role of Strategic Communication Management in Nation Brand Building
To be reputable, esteemed and reliable, countries must build their own “nation values†in the 21st century. Therefore, countries gain many advantageous in the political, social and cultural fields as well as being...