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Comprehending Commercial Speech: How 13-15 Year Olds Understand Non-Traditional Advertising on New Zealand Radio

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Whole thesis(1.61 MB)

Date

2010

Authors

Supervisor

Mollgaard, Matt
Johnson, Rosser

Item type

Thesis

Degree name

Master of Arts in Communication Studies

Journal Title

Journal ISSN

Volume Title

Publisher

Auckland University of Technology

Abstract

New Zealand’s radio environment is considered one of the most commercially saturated in the developed world. Alongside this has been a rise in non-traditional advertising techniques such as aural product placement, sponsorships and giveaways which are presented as editorial content. This research explores the attitudes and understandings of 13-15 year olds in relation to these new forms of advertising on New Zealand commercial radio. Using a reception studies approach, this research shows that young people are very aware of the heavily commercialised media environment in which they are part of. However, the commercial reality is accepted as a naturalised status quo rather than as institutions that can be influenced. The participants were not necessarily able to identify non-traditional advertising approaches. Ultimately, this research provides an understanding of how growing up in one of the most heavily commercial radio environment in the world affects the experience of the listener.

Description

Keywords

Radio, Commercial, Advertising, Youth, Deregulation, New Zealand

Source

DOI

Publisher's version

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Permanent link

https://hdl.handle.net/10292/1088

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Masters Theses