Author:Frisby, C.M.
Title:Reaching the male consumer by way of daytime TV soap operas
Journal:Journal of Advertising Research
2002 : MAR-APR, VOL. 42:2, p. 56-64
Index terms:Television advertising
Consumer behaviour
Gender
Leisure
Language:eng
Abstract:The purpose of this study is to provide clear insights into the function and meaning of television soap operas in everyday life, in particular for male viewers. Results suggest that male soap opera viewers watch daytime television because viewing makes them feel good, provides an escape, and helps to aid social conversations, namely with the opposite sex.
SCIMA record nr: 233395
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