Undergraduate Theses
Permanent URI for this collectionhttps://hdl.handle.net/20.500.14583/13
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Item Print media exposure and the attitude of graduating mass and broadcast communication students toward classified adsCabanilla, Richelle T. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 1988-02)Hypothetically, frequency of exposure to an object or idea affects one’s attitude toward it. Such premise was used for this particular study. An attempt is made to determine if any relationship exists between exposure to print media, specifically to newspapers, and attitude toward the classified ads. Totalling 67 in all, graduating Mass and Broadcast Communication students of School Year 1986-87 in Iloilo City, were made as respondents. A set of questionnaires were handed out to them and the line of inquiry covered the areas from frequency of newspaper reading to behavioral inclinations or action tendencies toward the classified ads. Aside from trying to determine the frequency of exposure and what the respondents think of the ads, the questionnaire was also designed to deal with the three components of attitude: the cognitive, affective and the behavioral. One concept about the nature of attitude is taken from the Latent Process Viewpoint which incidentally is used as a guide in this study. The viewpoint surmises that attitude is a hidden mental or neural process which takes place in the individual. As such, one limitation in the study of attitude is that it is not directly observable. Inferences about one’s attitude can only be based from the study of overt behavioral responses. Theoretically, exposure is considered as the independent variable and attitude as the dependent variable. In actuality however, attitude is more of an intervening variable because the study focuses on the stimulus-response set-up with "attitude" seen as a possible explanation for the causation of response or responses to the stimulus. Based on the data gathered, the respondents are in general, favorably disposed toward the classified ads. The positive attitude is connected somehow with the respondents' belief that the classified section is primarily informative and entertaining at the same time. To prove or disprove the hypothesis, a contingency table was constructed for the computation of the chi-square. The table included the respondents’ frequency of newspaperreading and whether they like or dislike the ads. The computation of the chi-square nullifies the hypothesis that students who like and dislike the classified ads differ in their frequency of reading the newspapers. Similarly, based on the data gathered, a couple of hypotheses were formulated. One, students who have a favorable and unfavorable descriptions of the classified ads differ in belief on the ads’ capacity to provide for their purposes or motives in reading them. Two, students who have and don’t have any action tendencies toward the classified ads differ in their belief on possible gains which can be derived from them. The study of attitude per se is complex thus further researches are recommended.Item Media preferences of local advertisers in Iloilo CityBonifacio, Nuevelar; Kawaguche, Gretchen (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2006-10)This Broadcast Research is entitled "Media Preferences of Local Advertisers in Iloilo City. " The objectives of this study are to identify the local advertisers in Iloilo City, to categorize local advertisers, to determine the type of medium used in advertising a product, to differentiate the characteristics of each medium in advertising a product, and to find out the reasons why businessmen advertise a product. The study has 20 respondents. The researchers categorized the different businesses into four such as food, health, general services and housing utilities. The researchers gather the data through survey. Based on the results of the survey, it shows that businessmen in every category have different media preferences. The data shows that in food and health category, the most preferred medium was newspaper. In general services category, radio was the most preferred medium. However, in housing utilities category, radio and tri-media was the most preferred medium by the advertisers. Moreover, the respondents identified reasons why they advertise. It to was found bring out that businessmen engaged in advertising to bring new products to the attention of the consumers to buy or accept a product. Next, they advertise to maintain and defend markets for established brands, followed by helping potential customers choose among competing brands. And the last reason was to increase the use of goods and services among customers.Item The picture-superiority effect in candy magazine advertisements based on consumers' level of brand recallBomediano, Maria Myka R.; Leyva, Rachell Janine B. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2011-03)The picture-superiority effect in candy magazine advertisements based on consumers’ level of brand recall is a study aimed towards helping advertisers formulate effective strategies in magazine advertising and provide insight for fellow researchers on the picture-superiority effect and its relative effects on consumer behavior. In this study, the researchers focused primarily on proving the prevalence of the picture-superiority effect in Candy magazine advertisements. They surveyed 65 female freshmen in UPV-Miagao, each of whom were given a copy of the April 2010 issue of Candy magazine one day prior to the survey. Data gathered were analyzed through frequency count and content analysis of the top three most recalled advertisements and three unrecalled advertisements based on pictorial and verbal elements and the sizes of both. Results showed that the picture-superiority effect is indeed prevalent but discovered that it is not exclusive to brand recall and may also be affected by brand familiarity or past purchase decisions. The latter are then recommended by the researchers as basis for further research.Item The relationship between the attitude towards women and the evaluation of sexism in liquor advertisements on televisionAzarcon, Criselda Jeremias (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 1993-06)This study is on the relationship between the individual's attitude towards women and his/her evaluation of sexism in Tanduay advertisements on television. Using two sets of questionnaires, the study also investigated the relationship between each of these two variables on one hand, and gender, age, and religious affiliation, on the other. Attitude towards women is defined as the level of feminist attitude of an individual. Evaluation of sexism is defined as the individual's rating of sexist manifestations in television liquor advertisements. Sexism is the sexual discrimination against women by people. It is any distinction, exclusion or restriction made against women which has the purpose or effect of denying equal exercise of human rights and fundamental freedom in all fields of human endeavor. A manifestation of this is the sexual degradation of women which is the focus of this study. It is manifested by associating women with sex, or showing women as sex figures, such as showing them as sex partners or in sex-provoking images. The respondents were freshmen dormitory residents at UPV Residence Halls, Miag-ao. An accidental sampling was used to identify the sample population of 30. Using the Pearson Product-Moment Correlation the result showed that there is no relationship between attitude towards women and evaluation of sexism in Tanduay advertisement on television. Using the chi square test of independence, it was found that only five out of twenty-one items in the attitude towards women test showed significant differences in the answers of the female and male respondents, four out of twenty-one items showed significant differences in the answers of the religious groups, and one out of twenty-one items showed a significant difference in the answers of the three age groups. Thus, based on the results, attitude towards women does not affect the level of an individual's awareness on how women are sexually degraded in Tanduay advertisement on television.Item A descriptive study on how adolescents respond to value-bearing communicationAsong, Mariver A.; Bobe, Minnie Marie M.; Guadalquiver, Nanette L.; Jalover, Carol P.; Niembra, Lorlyn C.; Rasmo, Anna Vina Lisa L.; Salazar, Ma. Jonalyn U.; Tupas, Euridice L. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 1995-03)This study is an attempt to re-validate the study framework of Dr. Jacobson Kliatchko, which he used in his dissertation entitled, Communication and Attitude Development: A Philosophical Perspective. The framework deals with the development of attitudes after exposure to value-bearing communication. Because this study does not deal with the cause and effect relationship, the variables are rather called as components. The components of such study framework are: environment, value-bearing communication, and attitude. In this study, the environment is Marillac Academy. The value-bearing communication is the module on good study habits. And the attitude is the study habits of the respondents. needed data. Purposive sampling was used to determine the respondents. The essays and interviews with the students and the questionnaires filled up by the parents were the instruments designed to elicit the needed data. The general objective of this study is to determine how adolescents respond to value-bearing communication. Results reveal that although most of the respondents did not follow their study schedule, all of them have allotted time for their studies as reflected by the filled up observation sheets accomplished by the parents. This suggests that there is favorable response on the part of the respondents towards value-bearing communication. The study framework of Dr. Kliatchko that was used in the study shows that there is indeed an attitude formed when a value-bearing communication is inputted to a certain environment.Item Fashion blogging in the Philippines: Characteristics of fashion blog postsAnigan, Ma. Skamella P.; Sy, Alahna Sam C. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2017-05)The global rise of online advertising has consequently empowered blogging. In the Philippines, fashion bloggers are considered high-authority when it comes to trends as they serve as opinion leaders to their readers. This study looked into the common characteristic of fashion blog post elements. Through the analytical lens of the Multimodality theory, the blog contents of four high-ranking bloggers were content-analyzed. Results of the study showed that the characteristics shared by the bloggers are: emphasis on product size, high tonal contrast, balanced color contrast, placement in vertical center; medium long and medium shot framing; monoglossic, appreciative, emotional, judgmental, positively forceful, and sharply focused linguistic approach; and informal text.