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The paradox of market segmentation: ...

Hollerbach, Karie L.

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The paradox of market segmentation: Differentiated messages and meanings in television advertising for African American and mainstream audiences.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The paradox of market segmentation: Differentiated messages and meanings in television advertising for African American and mainstream audiences./
Author:	Hollerbach, Karie L.
Description:	230 p.
Notes:	Source: Dissertation Abstracts International, Volume: 65-09, Section: A, page: 3202.
Contained By:	Dissertation Abstracts International65-09A.
Subject:	Mass Communications. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3147102
ISBN:	0496057448

The paradox of market segmentation: Differentiated messages and meanings in television advertising for African American and mainstream audiences.
Hollerbach, Karie L.

The paradox of market segmentation: Differentiated messages and meanings in television advertising for African American and mainstream audiences. - 230 p.

Source: Dissertation Abstracts International, Volume: 65-09, Section: A, page: 3202.

Thesis (Ph.D.)--Southern Illinois University at Carbondale, 2004.

An emphasis on the segmentation of audiences as a function of targeted marketing and advertising could lead to possible separation or isolation for some audience members. This study detects, clarifies, and elaborates on advertising content characteristics resulting from market segmentation-driven placement of advertising messages for African American and mainstream audiences and the ideological positions conveyed from the placement of these messages. A content analysis of 490 primetime television advertisements and an emergent themes qualitative review of a subset of these advertisements revealed that African Americans are still playing a subordinate role in television advertising, be it targeted to African American or mainstream audiences. Market segmentation, as an extramedia influence, was not shown to have positively impacted African American depiction frequencies, roles, and their societal and cultural subtexts. There were also numerous, divergent operative advertising codes at work in the two forms of advertising overall.

ISBN: 0496057448Subjects--Topical Terms:

1017395
Mass Communications.

The paradox of market segmentation: Differentiated messages and meanings in television advertising for African American and mainstream audiences.
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245 1 4 $a The paradox of market segmentation: Differentiated messages and meanings in television advertising for African American and mainstream audiences.
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500 $a Source: Dissertation Abstracts International, Volume: 65-09, Section: A, page: 3202.
500 $a Major Professor: Walter B. Jaehnig.
502 $a Thesis (Ph.D.)--Southern Illinois University at Carbondale, 2004.
520 $a An emphasis on the segmentation of audiences as a function of targeted marketing and advertising could lead to possible separation or isolation for some audience members. This study detects, clarifies, and elaborates on advertising content characteristics resulting from market segmentation-driven placement of advertising messages for African American and mainstream audiences and the ideological positions conveyed from the placement of these messages. A content analysis of 490 primetime television advertisements and an emergent themes qualitative review of a subset of these advertisements revealed that African Americans are still playing a subordinate role in television advertising, be it targeted to African American or mainstream audiences. Market segmentation, as an extramedia influence, was not shown to have positively impacted African American depiction frequencies, roles, and their societal and cultural subtexts. There were also numerous, divergent operative advertising codes at work in the two forms of advertising overall.
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650 4 $a Black Studies. $3 1017673
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