Noncommercial Advertising: Development of Conceptual Framework and Definitions; Comparative Analysis of Growth Since 1952
Sandage, Elizabeth Anthea
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https://hdl.handle.net/2142/77271
Description
Title
Noncommercial Advertising: Development of Conceptual Framework and Definitions; Comparative Analysis of Growth Since 1952
Author(s)
Sandage, Elizabeth Anthea
Issue Date
1983
Department of Study
Speech Communication
Discipline
Speech Communication
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Mass Communications
Language
eng
Abstract
The objective of this study was to analyze noncommercial advertising to determine its growth over time and to present the subject in a comprehensive form as opposed to the long practice by writers and practitioners of taking a fragmented approach. A conceptual framework was developed that organized the field into four distinct categories based on the four types of communication objectives under which all noncommercial advertising can be subsumed. Definitions and identifying criteria were developed for noncommercial advertising and four each of its four categories: image, editorial, social objectives and political advertising. Labels were selected that best expressed the type of communication objective each category represented.
The definitions and identifying criteria were used as the basis for identifying and classifying noncommercial advertisements in a content analysis of two print media vehicles. The content analysis monitored the growth of noncommercial advertising in Time magazine and the New York Times. Three one-year periods, 1952, 1964, and 1980 were included in the study. Advertising volume was measured in pages and page fractions. No attempt was made to estimate space costs.
Results indicated that there was a significant trend over time toward greater use, both in absolute and relative terms, of noncommercial advertising. Editorial and social objectives advertising showed the greatest increase in use while image advertising tended to drop in volume. Evidence indicated a shift in the type of advertisers using noncommercial advertising from predominantly profit advertisers to predominantly nonprofit advertisers. This shift reflected a change in users of image advertising to include nonprofit advertisers. Prospects for future research were noted.
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