Content analysis: It’s applications in advertising research

Content analysis: It’s applications in advertising research
Author(s):
Akanksha Singh, O.P. Singh
Keywords:
content analysis, advertisements, cultural research
Abstract
Content analysis is an observational research method that is used to systematically evaluate the actual and symbolic content of all forms of recorded communication. Content analysis has always been a well-established methodology in social science researches, however, it’s application in marketing research in order to investigate consumer and product presentation in the advert is a recent scenario. Because of its ability to consider the issues of reliability, database size and generalization of sample of large universe, it is highly used to analyse advertisements. The technique of content analysis comprises counting the number of times the preselected words, pictures, themes or symbols appear in the given medium, with modern day applications include categorising and quantifying among the selected units and use the data for interpretation which helps in determining that a relationship surely occurs between the frequency of the occurrence of item of interest in the advert and the response of the audience segment. The paper tries to present a theoretical background of the various applications of content analysis in advertising research with the available literature.
Article Details
Unique Paper ID: 161213 Publication Volume & Issue: Volume 9, Issue 11 Page(s): 1227 - 1235
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