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University of Warsaw Department of Journalism and Political Science Ewa Małgorzata Chludzińska The world of television commercial (exemplified on citizens of Łomża) The thesis written under supervision of prof. dr hab Grzegorz Dąbkowski A summary doctoral thesis Warsaw 2016 1. Justification of the choice of the dissertation’s subject The doctoral thesis highlights a specific area of commercial activity. It can be described as “the second life of commercial” and refers to what happens with a commercial as a media report beyond advertising agency and media, in what way does society perceives it, how does it influence marketing decisions of potential clients, how does it shape their lifestyle as well as the hierarchy of values of particular social groups, how does it change their awareness. It becomes an important issue because the commercial starts to live its own life, creates its own system of values that exists independently of its creators. The problem seems to be an important issue, taking under consideration the fact that the first fascination with commercials after 1989 has already passed, the distance towards the phenomenon constantly rises and the sense of commercials and the future of commercial industry are both questioned. The process of interaction of commercial with life is important, not only because of the influence of commercials on life and what is being done with the announcement, but also because of the fact that it changes the receivers’ awareness. Not much is known about the way slogans and commercial texts exist in social environment and situations in which people use slogans from well- known TV spots and what are the subjective experiences of commercial receivers, which are the outcome of their participation in the world of mass consumption initiated through media. Moreover, some parts of TV commercials like, for instance picture, music, words are worth considering. They seemingly pass next to the viewers, but they subscribe in the social imagination and function beyond the context, influencing human’s life informally. Still it is unknown if the viewer unconditionally accepts the values suggested by the media, if he verifies the constant stream of persuasive images and deflects attacks of advertisers or creates his/her own meanings based on individual experiences of reality. It is important to know and understand what do the people do with commercials, how do they perceive them and if they, by consuming one meaning, create new one. The subject of the thesis is based on comparison of commercial text perception by Łomża’s citizens between 2000/01 and 2010. In other words, it is important to examine “life after television” (G.Gilder). It is difficult because it may be compared to watching an encyclopedia. Only some parts and fragments. (W.Godzic). Apart from that, a commercial as a modern text gives some numerous answer possibilities. It “reflects”, “Creates” aesthetic needs and knowledge necessary for an individual to function in 2 consumer culture. The commercial and its receivers stay in relation with culture’s “here and now”. They constantly read the meanings initiated by commercials and popular culture. That is why it is difficult to state and name the relationships between the viewer and a TV commercial. The thesis is an attempt of describing in the broader social and cultural context of a human being coming into contact with commercials. The character of a local environment and its influence on reception of commercial content is considered. 2. The aim of the thesis The main aim of the thesis is to compare the reception of commercial by the citizens of Łomża in 2000/2001 and 2010, defining the trends of the communication of commercials by the representatives of the community and to point in what way the commercials industry is perceived by average people: if it creates consumer’s tastes or if it influences the quality of the citizen’s life. One of the important issues was to reconstruct and compare the receiver’s attitude in light of evolution of perception of various aspects of TV commercial in 10-years perspective. 3. Research problem The main problem was to examine how TV commercial is perceived in social perception, how does it influence not only on marketing decisions of potential clients but also how does it shape the lifestyle, hierarchy of values of people living in certain social conditions (in my case-an average size town), how does it change their awareness. The most important issue is the phenomenon of passwords and slogans in their life beyond television, second or third. The research serves not only to describe statistically the taste and appreciation of a certain group of people towards commercials. The outcomes of commercial influence are far more serious than just the attitude towards products and buying them. They influence the psycho and social behavior as they reach the deepest spheres of cultural awareness of a social group participant. That is why, it is important to discover the explicit and inexplicit social behaviors commercially conditioned. 3.1. Research questions: What is the attitude of commercials and media channels receivers towards them? How do the receivers perceive commercialized products, brands or companies? Which advertised products do the receivers choose and why? 3 Do the receivers know the advertised products and in what way do they mark them? In what way the receivers verify a lie and the truth in a commercial? What is the viewers attitude to Polish and foreign issues in TV spots? What is the best time for viewing the commercial? When do people watch commercials? What styles of TV commercials are the most acceptable among the viewers? What form of a TV commercial may influence its viewership? What elements of TV commercials are important for the viewer? What arguments are used in a commercial? Which of the fulfill viewers expectations? In what way does a TV commercial shapes social models and authority figure? What do the TV viewers think about children participation in a TV commercial? What is the citizens of Łomża statement towards a TV commercial pointed at children? In what way do the viewers judge TV commercials and what are their expectations towards TV commercials? In what direction do the changes considering commercials perception of the citizens of Łomża in the first decade of the XXI century go? What are the reasons and consequences of that? 4. Scientific assumptions: While defining and reconstructing Łomża’s viewers attitude towards TV commercials several important scientific assumption have been made: Reception of a TV commercial has a multi-level structure and is the consequence of various social, biological, demographic, economic factors. It is also connected with transmitting of emotions. Taking these factors and conditions under consideration, an appropriate methodology of research has been chosen. Television and its products determine viewers’ behavior. Media and humans function on the basis of a feedback (TV influences their everyday life while they decide about TV and its existence). 4 Recognition of various attitudes of viewers towards TV announcements allows to describe the influence of media on the development of consumption determined society. A TV commercial melts into culture, it becomes its discriminant. Receiver’s attitudes are of an evolutionary character. It is worth mentioning that the reconstruction of attitudes, motivation of a consumer, even if supported with reliable research outcomes, may be conscious and controlled to a certain level. The problem is that it is difficult to examine people’s opinions, because majority of us unconsciously try to show themselves from the best possible side or hides true opinions in case they may be publically unacceptable. The problem is an emotional reaction of a receiver. It is hard to guess what is not going to be accepted by the viewers or even offend them. 5. The scope of research The research was conducted with a specially constructed questionnaire. The questionnaire is divides into two parts. The first part refers to the demographic data, questions concerning the age, education, gender and occupation of respondents. The second part focuses on questions concerning the reception of commercials, their contents, marketing behaviors, verifying brands, products and companies as well as the judgement of commercials and their functioning in everyday life. The questionnaire contains 24 questions. Seven of them are closed questions: they refer to viewers, types, forms of the most watched commercials, style preferences, elements of commercials and attitudes of viewers towards the high number of commercials offers. Nine questions of the questionnaire are conjunctive cafeteria that refer to the choice of particular commercials and products, decisions referring to the purchase of the products (polish vs. foreign) by the respondents. Three questions refer to the reasoned attitudes of the respondents concerning the participation of the politicians or children in commercial spots and their opinions on the commercials oriented on children. Three questions from the cafeteria refer to the viewers preferences towards the arguments used in commercials, time of commercials and the relationship between commercials effectiveness and time of their edition. Eight questions constitute open cafeterias. A part of them refers to the verification of advertised products – if they are as good as suggested in the commercial or if they are useful enough. Other questions investigate the knowledge of companies and their 5 commercials in TV as well as verdicts of which spots are good and which of them appear to be a failure (especially Polish products). Two questions from cafeteria refer to the problem of slogans and their use by the viewers in various situations. The construction of the questions allows to express comments freely, justify one’s own attitude, original judgements referring to commercials, positive, negative or even ironic comments of the respondents. The research was conducted by the author of the thesis personally. 6. Research description Research involved 550 citizens of Łomża: between 2000/01 -210 people (including 155 females and 55 males), in 2010-340 respondents, including 221 females and 119 men (chosen accidentally). The examined population was divided into age categories (16-20 years old, 21-25 years old, 41-50 years old, 51-60 years old and 60+). The groups concerning origins and education of people were isolated. The respondents were described on the basis of the occupation. In the research from 2000 and 2001 there were high-school students, teachers, local media journalists, students and representatives of various occupations: hygiene and occupational safety instructors, shop assistants, distribution specialists, manufacturers, technical editors, social worker, official, economist, white-collar worker, accountant, nurse, writer. The group that didn’t match the occupation were house-wives. In 2010 the division into groups changed because of the abilities and variety of respondents and the greater number of them. New research groups appeared: administration workers, blue-collar workers, judicial branch representatives and pensioners. Reopening the research in 2010 allowed to trace the changes over the past years, changes in consciousness of Łomża’s citizens towards commercials, what kind of processes did the commercial undergo. It also showed the changes in culture connected with commercial expansion. The questionnaire allowed to compare the preferences connected with commercials in micro-scale and general conclusions referring the direction of the development and needs in this field. It was extremely hard to conduct the questionnaire in 2000/01. There were no people willing to fill in the questionnaire. The vast majority of respondents refused to participate in the research, claiming that they had no knowledge on the subject. Males rejected more often claiming that this should be the ladies task and point of interest. People over 50 rejected to participate totally. They claimed that the commercial was something new for them, they didn’t know it and had no opinion on it. It was difficult to find people who would 6 like to cooperate, that is why usually young people participated in the research. They had no objections to fill in the questionnaire. While reopening the research in 2010, new trends towards commercial were clearly visible. It was no longer the element of “the other world” but an “everyday guest” accompanying people from morning o dawn on the TV screen. The changes were expressed on the basis of research of Łomża’s citizens. Some of them filled questionnaires spontaneously, projecting subconsciously the brands and products from well-known commercials. Sometimes they hummed music from commercials. Some of them asked for more time justifying it with the statement that there are too many commercials to choose from. Young people filled the questionnaire most eagerly. Commercials were their world, they grew-up with commercials, that is why they did not feel any restrains while forming judgements referring the commercial in general. The research gave an opportunity to show off the knowledge concerning commercials and their products desired especially by young people. Young people easily recollected commercial slogans. During re-opening the questionnaire, middle aged and elderly people, who underwent the mental metamorphosis connected with democratization of social reality took part freely. They filled the questionnaire in a reliable manner, showing their emotions not necessarily connected with commercials. As it is shown, in past ten years commercial industry has broaden its offer connected with consumption. The invasion of commercials supported the changes in world view – opening of people on world, building a vision of the individual client, a human being actively participating , choosing and opinionating. 7. Structure of the diploma thesis The structure of the thesis was based on the multifaceted outlook on commercials, broaden view of the phenomenon in terms of cultural aspects of the modern world. The introduction defines commercial as a multifaceted text of culture, as a border case of two types of actions: marketing actions and communication. The interdisciplinary outlook on commercials was suggested as commercials are present on the verge of economy, marketing, law, psychology, linguistics, psychology, communication theory, propaganda theory. Subsequently, there is no one universal definition of commercial. Still some paradoxes concerning commercials exist: 7 Commercial is criticized, unwanted and treated marginally, but is pervasive. Commercial statement is perceived as a product of marginal media activity, but is one of the main factors that determines the logic of development of mass media, especially television. Commercial is the instrument of business. It encourages to purchase, it functions in the categories of consumption ideology , but still it poses to the category of art. The receiver of the commercial (work of art) is not an art connoisseur, but an average consumer of luxurious products. From the beginning he/she is aware of the persuasive character of commercial, but he/she allows the commercial to encourage to purchase products. In the first chapter the state of research on commercial in the context of modern culture theory: postmodernism, theory of the third wave, technopol, the concept of McDonaldisation of the world is presented. The sociological and psychological aspects of commercials, such as: stereotypes, fashion, ethic norms are considered. The author tries to systematize the Polish sources on the language of commercials. The vast bibliography was divides into monographies and studies over the persuasive aspects of language of commercials, single articles considering various aspects of the language of commercials, textbooks on commercials, authors of which are not linguists, but some part of those popular sources are about the language of commercials or public relations. The second chapter is written from the perspective of the broadcaster, in which TV performs the function of a commercial medium. The elements of the process of creating the commercial and means that facilitate the outcome-persuasive effect of the statement are described and analyzed. Communication on the side of the broadcaster requires many skills and qualifications. It assumes on formalized activities towards the viewer, who may independently read the statements that constantly flow from the TV screen. The third chapter describes the receiver of the commercial and his/her role in the announcement. It was defined according to the idea by G. Dorfles as “multiplicated human”, placed between dreams and reality, somewhere between the virtual world and the supermarket. The author describes various typological criteria of the receivers and the types of receivers. The author also presents her own division of the mass announcements receivers. She points such types as: mass receiver, unaware receiver, passive receiver, receiver-consumer, receiver as an object of persuasive actions of the broadcaster, exact receiver, active receiver- aware of the commercial manipulations. 8 The fourth chapter describes the conducted research. It stresses the justification of methodological means in light of other methods to reach the receiver, the description of the questionnaire, the description of the group with metrics including issues connected with the age, education and occupation of the respondents. The fifth chapter describes the analysis of comparative research. It compares the attitudes of Łomża’s citizens towards commercials, media, emission time, false and truth in the commercial. The collected opinions of the respondents referred to both Polish and foreign commercials, judgements and expectations towards them. The attempt to describe the issue of “good commercial” was undertaken. The analysis showed the attitude of receivers towards products, brands, companies wellknown from TV commercials. Types of products, brands, companies well examined in the broad context of economic and political changes in the society of 2000/01 and ten years later. The description is a detailed socio-cultural analysis. Moreover, it also constitutes the insight into the change of tastes and style (romantic, ironic, informative, scientific) of certain forms of commercials, slogans and types of argumentation. Moreover, the material of which the commercial is created was examined. Some parts of it (picture, music, words) were examined in terms of receiver’s point of view. Besides the problem of politicians and children participation in commercials was stressed. These issues evoked emotions among the respondents, who often ironically commented the issue. The respondents negated the commercials oriented on children. They stressed the unethical aspects of such practices. One of the analyzed issues was the popularity of slogans and their use. It appeared that with the rise of commercials, the knowledge of the slogans used in them is popularized and widely known, cited in unofficial situations by the respondents. All the mentioned slogans were divides in terms of their relationship with the advertised products. Additionally, the chapter presents the statistical data that confronts the attitudes of the respondents of a middle-sized town with the regional or even nationwide data of the same character. 8. Conclusions The comparison of conclusions relating to reception of TV commercials in the last decade allowed to describe the evolution of attitudes and types of motivation influencing the decisions on the purchase of products and the fact that they are deeply rooted in the everyday life on “an average Kowalski”. 9 It is difficult to examine and describe the situation in commercial industry and the external world, commercial and consumption, culture and hiperculture, individual and media. In this case it is better to stress the tendencies and the directions of the development of culture in culture, as well as laws that organize the entire process by reading the meanings in constantly new contexts. The undertaken research of viewer’s attitudes as well as their judgements over the topic of commercials showed some regularities: TV commercial takes a privileged place whereas TV is still the main source of information as a popular and easily reached medium. Commercials shape social images in the processes of mythicizing and demythicizing of products. Average viewers do not see the hidden agenda of the commercials. They are passive viewers, devourers of commercial images. The examined group treats commercials intuitively The viewers are tired of constant assimilation of knowledge planned by advertisers and subsequently, they become more assertive and neutral. The reception of commercials is a shallow and passive process. The viewers are not predictable. One cannot state their needs and likes (we cannot unequivocally describe their attitudes towards commercials) One cannot equalize the attitude towards commercials and the choice of advertised products. The commercial enriches the consumer environment and gives some knowledge on the products but it does not evoke emotions and desires among its viewers. The popularity of advertised products signalizes the axiological orientation of society and points the ways of the development in a field of production and marketing. The progressive process of escaping from market offers suggested in TV commercials. The number of people who does not buy advertised products is increasing. The viewers are influenced by an artificial awareness that commercials do not work on them. They want to keep their reflection of being independent consumers. 10 The attitudes connected with negation of commercials, ignoring them are an outcome of a fear of consumerism and loss of identity. The level of education of viewers influences their attitude towards commercials. The higher level of education of a viewer, the stronger criticism over the media and commercials as a source of information about the world. The attitude of a viewer includes certain stereotypes connected with gender, age or their job. The increasing awareness regarding commercials of Polish products and their high value is noticeable. The picture is an element of the commercial to which viewers pay special attention. The most convincing are spots in which celebrities take part. The rules that cause the process of remembering of commercial slogans were not stated. Extreme emotions are caused by commercial targeted at children. The viewers perceive this kind of commercials as a threat of developing consumer attitude and conflicts between parents and their offspring. Viewers appraise the message of commercials in light of their informative value. They do not verify them in light of ethics. The comparison of attitudes and conclusions connected with perception of commercials from 2000/01 and the data from 2010 is innovative. It allows to describe the evolution of attitudes towards the issue of commercial, types of motivation that influence the decision on purchasing the products. It is worth stressing that respondents behaved independently and managed to give answers which are unexpected. Being anonymous, they criticized commercials as well as the persuasive character of media with the reference to culture in general. The collected material highlights the authentic experiences and opinions of people to whom television and commercials are “a daily manner”. Their general knowledge on the commercials, with subjective experiences may be of crucial importance in dealing with influence of television on everyday life of average humans. It can be interesting for authors of commercials to appreciate undefined factors of perception of commercials beyond the percentage scales of typical research. 11 The respondents are categorized not only on behalf of the demographic and social categories. They represent various lifestyles, truths, individual tastes. The analysis of their attitudes towards commercials and their contents may increase the level of knowledge about consumption of goods, ways of codifying of commercial contents, lifestyles shaped by commercials or finally the awareness of people under the persuasive mechanisms of commercials. Arguments in shaping commercial strategies on the basis of the knowledge and opinions of citizens of an average town may be priceless. They may influence the shape and content of the future commercials that should be based on equal discourse, not on manipulation or authoritarian imperatives and subliminal sociotechniques. In the conclusion of the thesis the need to introduce media education as an indispensable element of aware education on media, building adequate competences connected with holistic perception of media texts was stressed. The receiver should be an equal partner and an active participant of culture, not only a passive consumer of images, pictures or products isolated by the media. The conducted research and their description are not the compendium of knowledge. They may be treated as an opinion in the discussion on the TV commercials, its receptions on different levels and a deepened afterthought referring to media and its role in a human’s life. 12