A Structural Analysis of Television Advertising

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Description

This structural analysis examined fourteen television commercials using a method developed by Claude Levi-Strauss. The commercials were divided into two product groups, restaurant and cleaning products advertising, which made up the "myths" to be analyzed. Binary oppositions in each myth were identified and, according to the methodology, charted to reveal new relationships, and ultimately the hidden messages in the advertising. This study confirmed that television advertising does function in our society much the same as myth does in the primitive societies studied by Levi-Strauss. It offers answers to problems and upholds the existing order of things in that society, and ... continued below

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iii, 88 leaves

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Alpin, Suzanne Huston May 1981.

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This thesis is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 212 times , with 11 in the last month . More information about this thesis can be viewed below.

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  • Alpin, Suzanne Huston

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Description

This structural analysis examined fourteen television commercials using a method developed by Claude Levi-Strauss. The commercials were divided into two product groups, restaurant and cleaning products advertising, which made up the "myths" to be analyzed. Binary oppositions in each myth were identified and, according to the methodology, charted to reveal new relationships, and ultimately the hidden messages in the advertising. This study confirmed that television advertising does function in our society much the same as myth does in the primitive societies studied by Levi-Strauss. It offers answers to problems and upholds the existing order of things in that society, and it may function on more than one level to convey its messages.

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iii, 88 leaves

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UNT Theses and Dissertations

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  • May 1981

Added to The UNT Digital Library

  • May 10, 2015, 6:16 a.m.

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  • Jan. 30, 2017, 10:38 a.m.

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Alpin, Suzanne Huston. A Structural Analysis of Television Advertising, thesis, May 1981; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc503986/: accessed July 16, 2018), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .