Information and Communication Technology (ICT) Advertisement Appeals and Young Filipino Consumers’ Involvement with ICT Advertisements and Level of Materialistic Attitudes toward ICT Acquisition

Cuaresma, A. C. & Gorosin, L. C. N. (2014). Information and Communication Technology (ICT) Advertisement Appeals and Young Filipino Consumers’ Involvement with ICT Advertisements and Level of Materialistic Attitudes toward ICT Acquisition. Unpublished Thesis, University of the Philippines, College of Mass Communication.


Abstract

Anchored on Gerbner’s (1976) Cultivation theory, this study looked into the relationship of three concepts: advertising appeals, audience involvement, and materialism.

A content analysis of 42 local mobile phone advertisements was initially performed to determine which type of advertisement appeals were expressed in each advertisement. Findings showed that most advertisements exhibited high levels of rational and emotional appeals. To determine the audience’s perceptions regarding mobile phone advertisements, as well as their levels of materialism, a survey was conducted among 404 young Filipino consumers aged 16-25 years residing in selected cities of Metro Manila. Survey results revealed that respondents demonstrated high levels of involvement with local mobile phone advertisements and moderate levels of materialism.

Bivariate statistical analyses were done to investigate the interplay among the aforementioned three variables. First, the relationship between advertisement appeals and audience involvement was examined. Friedman test results revealed a significant difference in audience involvement with mobile phone advertisements depending on the types of advertising appeals used. Second, the relationship between audience involvement with mobile phone advertisements and their levels of materialism was analyzed. Test results showed that there was a statistically significant moderate, positive relationship between involvement and materialism.

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Keywords: ICT, Advertisement Appeals, Media Involvement, Materialism, Materialistic Attitudes