Chapter IV Data Analysis
4.3 Data Management: Generating Categories, Themes and Patterns
4.3 Data Management: Generating Categories, Themes and Patterns
The observations of verbal and nonverbal communication have resulted in the following scheme of distinct categories, given as regularity and prevalence noted in the observation of each print advertisement response.
The participants’ responses were analyzed in order to distinguish favorable or unfavorable attitude and the presence or absence of responsible thinking. Under the responsible thinking the author means taking or considering taking some very important action and expression of responsibility toward the advertising subject.
(I) Set of Positive Sponsors: Humor and Sexual Appeal
1. Holly Madison: “I Always Fake It! I’d Never Wear Real Fur”;
The current advertisement has been coded as top popularity of celebrity endorser;
explicit sexual appeal with the use of amusement in humor appeal and amusing message characteristics; interpreted a as enticing type of nonverbal communication through the use of pleasant accessories and no dress worn.
Figure 4-1: Analysis of Regularities and Prevalence Categories of audience response toward the advertisement by Holly Madison
Developing the theme in patterns: Regardless of the message clarity, the main attention grabber is spokesperson nudity, which has results in shameful feelings and a weak, non-trusted message, together with an absence of any responsible thinking or attitude
Distracting Body Image:
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2. Pamela Andersen: “Save the Seals! Stop Canadian Slaughter”;
The current advertisement has been coded as top popularity of celebrity endorser;
explicit sexual appeal with the use of amusement in humor appeal and amusing message characteristics; enticing type of nonverbal communication using revealing dress with a pleasant object on it.
Figure 4-2: Analysis of Regularities and Prevalence Categories of audience response toward the advertisement by Pamela Andersen
Developing the theme in patterns: The use of a message source with a negative background strongly influenced the message characteristics, which has resulted in an absence of responsible thinking. Separately from the spokesperson image, however, the match of logo and slogan has resulted in responsible attitude.
Unfavorable Message Source
-Playful image of Playboy
Spoken Message flaw:
-Visibility of call-to-action appeal -Reduce of distracting over-sexual
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3. Imogen Bailey: “Stop Wearing Bear Skin and I’ll Drop the Sign” – “Bare Skin – Not Bear Skin”;
The current advertisement has been coded with the absence of top popularity of celebrity endorser; explicit sexual appeal with the use of amusement; humor appeal and amusing message characteristics; a enticing type of nonverbal communication” through the use of no dress worn while in interaction with an unpleasant supplemental object.
Figure 4-3: Analysis of Regularities and Prevalence Categories of audience response toward the advertisement by Imogen Bailey
Developing the theme in patterns: The perfect match of the image and meaning through the dialogue form has produced a persuasive message through interaction with the receiver and an attention-grabbing image, which resulted in positive and responsible attitudes toward the ad.
Persuasion through the Dialogue:
-Interaction of “enemy” and “defender”
-Image-Message connectivity
Favorable Message Characteristics:
-Short and Clear -Catchy
-Funny
-Call-to-action
Favorable Image characteristic:
-Attention Punch
-Shown message receiver
Presence of
Responsible Attitude:
-Expressed Interest
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國立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y
4. Jamelia: “Be Comfortable in Your Skin and Let Animals Keep Theirs”;
The current advertisement has been coded with the absence of top popularity of celebrity endorser; exoticism and explicit sexual appeal with the use of latent humor appeal and educative message characteristics; enticing type of nonverbal communication with no dress worn and interaction with a pleasant supplemental object.
Figure 4-4: Analysis of Regularities and Prevalence Categories of audience response toward the advertisement by Jamelia
Developing the theme in patterns: The exoticism and naturalness within the spokesperson and animal interaction produced a responsible attitude of possibility for peaceful coexistence in the human-nature relationship.
Favorable body image:
-Exoticism, no distraction -Naturalness, no vulgarity
Human – Animal favorable interaction:
-Naturalness
-Peacefulness between “black” and
“white”
-Cuteness
Image – Message Connectivity:
-Laconism and clarity
-Catchy call-to-action spoken out by black spokesperson
Presence of Responsible Attitude and reflecting -on possibility of peaceful coexistence
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國立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y
(II) Set of Negative sponsor: Fear And Sexual Appeal
5. Christian Serratos: “I’d Rather Go Naked Than Wear Fur”
The current advertisement has been coded as present top popularity of celebrity endorser; explicit sexual appeal with the use of minor fear appeal and educative message characteristics; and interpreted as a enticing type of nonverbal communication with no dress worn.
Figure 4-5: Analysis of Regularities and Prevalence Categories of audience response toward the advertisement by Christian Serratos
Developing the theme in patterns: Confusion within Image and Message connection has resulted in the absence of trust and any responsible attitude.
Favorable Spokesperson Image:
-Beauty
Total disconnect between Image, slogan and message appeal:
-Confusion in setting
Absence of Responsible Attitude:
-Not trustworthy
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6. Natalie Imbruglia: “Try Telling Him, It’s Just a Little Fur Trim”
The current advertisement has been coded as present top popularity of celebrity endorser; latent sexual appeal with no dress worn; the use of minor fear appeal and educative message characteristics; and interpreted as warmth type of nonverbal communication in interaction with a pleasant object.
Figure 4-6: Analysis of Regularities and Prevalence Categories of audience response toward the advertisement by Natalie Imbruglia
Developing the theme in patterns: Combination of positive celebrity background and trustworthy persuasive message characteristics with favorable spokesperson image and
Favorable Message Source
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human-animal interaction produces strongly favorable evaluation and responsible attitude.
7. Lisa B: “Wearing Exotic Skins – Kills. Leave Wildlife Out Of Your Wardrobe”;
The current advertisement has been coded with the absence of top popularity of celebrity endorser; exoticism and latent sexual appeal with the use of unpleasant fear appeal and educative message characteristics; and interpreted as an ultimative type of nonverbal communication using an unpleasant object and a revealing outfit.
Figure 4-7: Analysis of Regularities and Prevalence Categories of audience response toward the advertisement by Lisa B
Developing the theme in patterns: Favorable characteristics of Image and its
connectivity to Message have resulted in presence of responsible attitude and influenced responsible thinking.
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8. Shriley Manson: “Here Is the Rest of Your Coat”;
The current advertisement has been coded as the presence of top popularity of celebrity endorser; latent sexual appeal with the use of unpleasant fear appeal and educative message characteristics; an ultimative type of nonverbal communication using an unpleasant object and a common outfit.
Figure 4-8: Analysis of Regularities and Prevalence Categories of audience response toward the advertisement by Shirley Manson
Developing the theme in patterns: The avorably perceived strongly unpleasant image characteristics combined with the effective message has resulted in the presence of strong responsible attitudes; unfavorably perceived strongly unpleasant images do not allow the viewer to concentrate on message appeal and do not produce responsible
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9. ChristineDolce, aka ForBiddeN: “Fur On Your Collar is Blood On Your Hands”;
This has been coded with the absence of top popularity of celebrity endorser;
explicit sexual appeal with the use of brutal fear appeal and educative message characteristics; an ultimative type of Nonverbal Communication using an unpleasant object and a revealing outfit.
Figure 4-9: Analysis of Regularities and Prevalence Categories of audience response toward the advertisement by Christine Dolce
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國立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y
Developing the theme in patterns: The unfavorable attitudes towards the artificial image may produce an unfavorable, non-trustworthy attitude toward the message, which may result in the absence of responsible thinking. Perceived as too unpleasant or disgusting, this image does not allow the viewer to concentrate on message appeal, or fails to produce a responsible attitude.
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Reporting the results in summaries reflects the intensity of dominant underlying attitudes of the study participants and the percentage of its support.
(I) Set of Positive sponsor: Humor And Sexual Appeal Holly Madison: “I Always Fake It! I’d Never Wear Real Fur”
Table 4-1: The intensity of dominant attitudes of audience response toward PETA advertisement by Holly Madison
Participants
Summary: Distracting nude image with combination with amusing message is not trustworthy and fails to produce a responsible attitude
No significant difference in the distraction element was found between foreigners or Taiwanese of either genders.
Pamela Andersen: “Save the Seals! Stop Canadian Slaughter”
Table 4-2: The intensity of dominant attitudes of audience response toward PETA advertisement by Pamela Andersen
Participants
Summary: Negative celebrity spokesperson
background influences irresponsible attitude toward the message and loses its original call-to-action function; the message might be perceived more positively through independent creative supplements
The differences among foreigners and Taiwanese respondents may be caused by a