Product appearances in NBC's the Office compared to multiple character variables

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dc.contributorKinney, Lance T.
dc.contributorGreer, Jennifer D.
dc.contributor.advisorPasadeos, Yorgo
dc.contributor.authorJohnson, Amanda Suzanne
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.date.accessioned2017-03-01T14:44:55Z
dc.date.available2017-03-01T14:44:55Z
dc.date.issued2011
dc.descriptionElectronic Thesis or Dissertationen_US
dc.description.abstractThis study examined the relationship between product appearances and character variables through content analysis. The Elaboration Likelihood Model was used as a foundation for this study. The ELM indicates that character credibility, liking and consensus are the three primary heuristics for reaching a subject through the peripheral route and product appearances were considered peripheral forms of advertising by nature. Product variables were compared to multiple character variables. Character variables included gender, role (major or minor), credibility, likeability, and consensus. Character credibility and likeability were determined by a survey of bloggers who assigned the characters a static credibility/likeability score. The data collected by this content analysis indicated that characters with high likeability scores were linked to more product appearances than characters with low likeability scores and characters that were typical consumers were also linked to more products than non-typical consumers. However, there was no relationship found between character credibility and the quantity or cost of product appearances.en_US
dc.format.extent94 p.
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.otheru0015_0000001_0000672
dc.identifier.otherJohnson_alatus_0004M_10754
dc.identifier.urihttps://ir.ua.edu/handle/123456789/1177
dc.languageEnglish
dc.language.isoen_US
dc.publisherUniversity of Alabama Libraries
dc.relation.hasversionborn digital
dc.relation.ispartofThe University of Alabama Electronic Theses and Dissertations
dc.relation.ispartofThe University of Alabama Libraries Digital Collections
dc.rightsAll rights reserved by the author unless otherwise indicated.en_US
dc.subjectCommunication
dc.titleProduct appearances in NBC's the Office compared to multiple character variablesen_US
dc.typethesis
dc.typetext
etdms.degree.departmentUniversity of Alabama. Department of Advertising and Public Relations
etdms.degree.disciplineAdvertising Public Relations
etdms.degree.grantorThe University of Alabama
etdms.degree.levelmaster's
etdms.degree.nameM.A.
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