A Structural Analysis of Television Advertising
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 o…
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Date:
May 1981
Creator:
Alpin, Suzanne Huston
Partner:
UNT Libraries