UPV Theses and Dissertations
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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 Socio-economic impact of TV product advertisements to the taste and preference and level of concumption of University of the Philippines-Visayas' College of Arts and Sciences' studentsAspiras, Marvin Arcangel (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 2010-03)The principal purpose of this paper is to uncover the advertising-consumption relationship. In view of this, the following research objectives were pursued: (1) determination of the level of exposure, awareness and knowledge of college students towards TV product advertisements, (2) identification of the different TV product advertisements’ elements affecting the taste and preference of college students, (3) determination of the effects of TV product advertisements to the taste and preference of college students, (4) verification if TV product advertisement is a significant factor affecting the level of consumption of college students and (5) identification of other significant factors affecting the consumption levels of college students. Qualitative and quantitative approaches were employed through logistic and linear regression method. The study was carried out by administering questionnaires among 120 college students. The researcher found out that the respondents generally have low exposure but relatively high level of awareness and knowledge to TV products advertisements. Moreover, the researcher found out that storyline/theme, actor/actress/models and punch line/dialogue ranked the first three highly significant elements affecting the respondents taste and preference. Consequently, the researcher determined that an increase in the level of awareness and knowledge of the respondents increases their taste and preference increases as well. Lastly, by logistic regression the researcher found out that for every unit increase in the number of hours of watching TV, the chance of consuming toothpaste or shampoo is increased by 615.2%. On the other hand, by linear regression, taste and preference was found to be significantly affecting consumption both for advertised shampoo and toothpaste products.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.