publication . Article . 2017

A Thematic Analysis of Advertisement in the Telecommunication Industry

Esther Amah; Olaleke Oluseye Ogunnaike; Adebanji William Ayeni; Mercy Ojo;
Open Access English
  • Published: 30 Nov 2017 Journal: Binus Business Review (issn: 2087-1228, eissn: 2476-9053, Copyright policy)
  • Publisher: Bina Nusantara University
Abstract
<jats:p>The main objective of this research was to determine the types of appeals used in telecommunication advertisement, explain how the themes and appeals used in the advertisement were presented, and see how it could attract subscribers despite the challenges in the industry. Qualitative content analysis method was used to provide a thematic analysis of the messages contained in numbers of selected advertisements shown on YouTube, social media, and television stations in Nigeria. The findings show that the advertisements adopt emotional (love, celebrity appearance, music, comedy, humor, drama) and rational appeal to persuade the subscribers. Moreover, the th...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUS
free text keywords: themes, appeals, advertisement, telecommunication, Social Sciences, H, Commerce, HF1-6182, Business, HF5001-6182, Telecommunications, business.industry, Appeal to emotion, Thematic analysis, Advertising, Customer service, Qualitative content analysis, Appeal, Comedy, Drama, Social media
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