LEADER 00000nam  2200361   4500 
001    AAI3464341 
005    20111010080652.5 
008    111010s2011    ||||||||||||||||| ||eng d 
020    9781124776903 
035    (UMI)AAI3464341 
040    UMI|cUMI 
100 1  Kalnova, Svetlana S 
245 10 Viewer Processing of Archetypal Imagery in Advertising: 
       Effects of Symbolic Content on Topic and Message 
       Evaluations 
300    98 p 
500    Source: Dissertation Abstracts International, Volume: 72-
       09, Section: A, page:  
500    Adviser: Mark Hamilton 
502    Thesis (Ph.D.)--University of Connecticut, 2011 
520    This dissertation attempts to explain the mechanisms of 
       persuasion that governs the processing of the archetypal 
       messages. The present study integrates the Phase 
       Interfaced Omnistructure (PIO) and the general emotion 
       model to test the model of symbolic content processing. It
       extends previous work on archetypal structures by 
       substituting symbolic images used in earlier research for 
       real life advertisements. It applies the archetypal 
       symbolic inventory (ASI) to investigate the effect of 
       archetypal images on viewer's evaluations of content and 
       message 
520    A total of 586 undergraduates at a large eastern 
       university were randomly exposed to 16 questionnaires with
       archetypal imagery. Using exploratory then confirmatory 
       factor analysis, responses to 52 evaluative items are 
       reduced to eight archetypes, a factor-structure which 
       replicated across 16 ads. Two second-order factors, event 
       and spatial, are created. Data from 16 conditions were 
       pooled together in order to run the path analysis. The 
       resulting model exhibits an excellent fit. Second-order 
       factors increased emotional involvement with the product, 
       the ad and message clarity. The results support multiple 
       sequence processing and the hierarchy of effects 
520    The findings of this dissertation provide support for the 
       PIO model and the general emotion model. The results 
       expand our knowledge of the way the viewers process 
       archetypes. The findings are of interest to researchers in
       that the study investigates the unique effect of the 
       symbolic imagery on the emotional and cognitive processing
520    Marketers can find interesting ways of communicating with 
       their consumers at a new level that provides faster 
       understanding and deeper impact. Practitioners can find it
       useful to learn about the effect of archetypal symbols on 
       people's memory and associations, providing a new means of
       leveraging the impact of archetypes to create better 
       advertisements. Finally, this dissertation forges a 
       stronger bond between advertisers and consumers, helping 
       them to become more educated in the use and understanding 
       of the archetypes 
590    School code: 0056 
650  4 Business Administration, Marketing 
650  4 Mass Communications 
690    0338 
690    0708 
710 2  University of Connecticut 
773 0  |tDissertation Abstracts International|g72-09A 
856 40 |uhttp://pqdd.sinica.edu.tw/twdaoapp/servlet/
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