Onderzoeksartikel

"Appeals" in televisiereclame: een inhoudsanalyse van commercials gericht op kinderen, adolescenten en volwassenen

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Abstract

The aim of this study was to identify the appeals that characterize commercials aimed at children, adolescents, and adults. We content analyzed a sample of 601 commercials that were broadcast on public and commercial television networks in the Netherlands. The appeals varied considerably between commercials targeted at different age and gender groups. The most typical appeals in commercials aimed at male children were ‘action-adventure,’ ‘uniqueness,’ ‘creativity,’ ‘sports,’ and ‘competition,’ whereas commercials aimed at female children emphasized ‘nurturing,’ ‘attractiveness,’ ‘friendship,’ ‘romance,’ and ‘affection for children.’ Dominant appeals in commercials aimed at male adolescents were ‘competition,’ ‘fun,’ ‘actionadventure,’ and ‘achievement,’ whereas commercials aimed at female adolescents emphasized ‘belonging to a group,’ ‘attractiveness,’ ‘romance,’ ‘pampering oneself,’ and ‘being cool.’ Advertisements toward a general (adult) audience emphasized humor, quality, and newness of the advertised product and showed only minor differences between commercials aimed at males versus females.

How to Cite:

Buijzen, M. & Valkenburg, P., (2000) “"Appeals" in televisiereclame: een inhoudsanalyse van commercials gericht op kinderen, adolescenten en volwassenen”, Tijdschrift voor Communicatiewetenschap 28(3), 252–270.