search query: @indexterm social research / total: 211
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| Author: | Mitchell, V. Macklin, J.E. Paxman, J. |
| Title: | Social uses of advertising: an example of young male adults |
| Journal: | International Journal of Advertising
2007 : VOL. 26:2, p. 199-222 |
| Index terms: | advertising television advertising social research young people gender |
| Freeterms: | mass media |
| Language: | eng |
| Abstract: | This paper explores social uses of advertising by young male adults who have been brought up in a mass media-driven society, which makes them more advertising literate. There could be seen a frequent use of TV advertising slogans and taglines that did not directly relate to any product purchase or use occasion. Also, the meanings consumed by the group were independent of the product that the ads promoted. |
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