An Analysis of the Dallas Morning News Used Car Advertisements of Twenty Automobile Dealers for the Month of April

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"It is the purpose of this study to determine the type of appeal, the size and cost, the plan of insertions, and the extent superlatives are used in The Dallas Morning News used car advertisements of twenty automobile dealers during the month of April. Fourteen advertising appeals were used by the twenty automobile dealers advertising in The Dallas Morning News in the month of April. The fourteen appeals used were: efficiency, friendliness, style, curiosity, safety, convenience-comfort, economy reliability-reputation, durability-dependability, social distinction, fear-caution, ambition, pleasure, and family affection. The economy was the one most used appeal by the dealer. As shown ... continued below

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iv, 36 leaves

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Evans, Ralph L. August 1940.

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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 21 times , with 4 in the last month . More information about this thesis can be viewed below.

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  • Evans, Ralph L.

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"It is the purpose of this study to determine the type of appeal, the size and cost, the plan of insertions, and the extent superlatives are used in The Dallas Morning News used car advertisements of twenty automobile dealers during the month of April. Fourteen advertising appeals were used by the twenty automobile dealers advertising in The Dallas Morning News in the month of April. The fourteen appeals used were: efficiency, friendliness, style, curiosity, safety, convenience-comfort, economy reliability-reputation, durability-dependability, social distinction, fear-caution, ambition, pleasure, and family affection. The economy was the one most used appeal by the dealer. As shown in Table 12, the number of advertising appeals used corresponds or exceeds very little the total number of advertising insertions. Excepting one case, the dealers place the largest advertisements in the Sunday paper. The general procedure was that of placing large advertisements in the Sunday paper and smaller ones throughout the week. The total cost for the twenty automobile dealers was $6,452.08. The total advertising cost per dealer ranged from $38.20 to $1613.81. Only nine of the twenty dealers used superlatives in advertising during the month of April. The nine dealers used nine different superlatives for a total of 281 times."--leaves 1 and 35.

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iv, 36 leaves

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UNT Theses and Dissertations

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  • August 1940

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  • Aug. 15, 2015, 10:32 p.m.

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  • Jan. 21, 2016, 2:21 p.m.

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Citations, Rights, Re-Use

Evans, Ralph L. An Analysis of the Dallas Morning News Used Car Advertisements of Twenty Automobile Dealers for the Month of April, thesis, August 1940; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc699727/: accessed November 22, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .