Chapter 11 · Content Analysis: Understanding Text and Image Additional Resources

2605 words 11 pages
Chapter 11 · Content Analysis: Understanding Text and Image
Additional Resources

Bailey, A. A. (2006). A year in the life of the African-American male in advertising. Journal of Advertising, 35(1), 83–104

A contemporary example of content analysis of advertising.

Bales, R. (1950). Interaction process analysis: A method for the study of small groups. Reading, MA: Addison-Wesley.
An introduction to group processes and roles.

Berelson, B. (1952). Content analysis in communication research. New York: Free Press.

A pioneering text on content analysis.

Chandler, D. (2002). Semiotics: The basics. London: Routledge.

An overview of semiotics. Shows how language and signs cannot be regarded as neutral carriers of meaning.

Cooks, L., Orbe,
…show more content…

Note that Aristotle addressed the need to frame messages in the language of one’s audience, so credibility is relative. One would first need to decide who the audience is and then to assess Sam’s credibility from the perspective of that audience rather than the researcher’s.

What might contribute to how a public of potential car buyers’ might view Sam’s credibility? We might look at Sam’s claims to expertise in automobiles, claims to longevity such as “serving the community for 30 years,” and direct claims such as “you can trust me.” We might also look at such imagery as dress or behavior and decide whether a loud Hawaiian shirt or posing with a dog adds to Sam’s credibility. First appearances notwithstanding, the shirt and the dog may well contribute to credibility if his intent is to be seen as informal, friendly and credible to a car-buying public with a preference for casual wear and dogs.

Examining the advertisements for pathos involves identifying the emotional appeals in use. Emotion might be associated with Sam’s expressed delight and happiness at being able to offer buyers such a great deal, the pleasure and ease of the purchasing process and the emotional appeals associated with the product.

Appeals to pathos or emotion might include the sense of recapturing one’s youth by buying that sporty two-door XK500, the comfort of keeping one’s children safe by buying the model with more airbags than any


  • Uop Library Manual
    7817 words | 32 pages
  • Eden Project
    8055 words | 33 pages
  • Elements of the Law of Contract
    24205 words | 97 pages
  • Summary Communication Theory
    13085 words | 53 pages
  • Acca Topic 17 Sample Thesis
    7632 words | 31 pages
  • Just Us! Cafe's Marketing Environment Analysis Report
    5590 words | 23 pages
  • Carlsberg's Strategic Analysis
    15968 words | 64 pages
  • Marketing Management 14th Edition Test Bank Kotler Test Bank
    173938 words | 696 pages
  • Dtac Business Analysis
    38421 words | 154 pages
  • 65 Successful Harvard Business School Application Essays 2nd Edition 1
    47262 words | 190 pages