PhD (Communication), North-West University, Potchefstroom CampusTitle -
The effects of non-verbal communication in television advertisements: a
communication study.
Introduction -
Literature related to non-verbal communication reveals that there are a
variety of different non-verbal elements. Most of these elements occur
within television advertisements.
Little research in related social disciplines have analyzed non-verbal
communication within the television advertising context, although a number
of researchers have recognized the importance of non-verbal communication in
advertising and marketing. The interest and research in this area is
therefore in its infancy stage.
Objectives -
Since non-verbal communication occur in all television advertisements, the
main objective of this thesis was to determine consumer reactions towards
broad non-verbal categories. These broad categories were selected from an
extensive literature study and specific non-verbal elements were classified
under facial expressions, body movements, physique, artifacts and para-language.
A second objective was to access if black and white consumers should be
approached differently when emphasizing non-verbal elements in television
advertisements.
The third objective was to determine if there were any correlation between
the above-mentioned non-verbal variables and television-viewing behaviour.
The fourth objective was to determine if there were any correlation between
the following advertising variables and television-viewing behaviour:
Comprehensibility, acceptability, identification, culture-specific events
and the persuasiveness of the advertising message.
Method -
It has been indicated that non-verbal communication research in television
advertising is a relatively recent phenomenon. The literature study
indicated certain voids in the research and the multi-disciplinary
approaches. As a result of the exploratory nature of this research, a
descriptive survey method was used in order to assist the present perceptual
differences between black and white respondents towards non-verbal
communication in television advertisements.
More than 40% of the total registered undergraduate Communication students
at residential campuses (during 1990) in South Africa were used in the
sample. They were exposed to the selected stimulus material within their
ordinary lecture or practical periods and were asked to respond to the
questionnaire statements.
Statistical analyses -
The following statistical analyses were concluded on the samples' responses:
Frequency and cross tabulations, Pearson (r), Cronbach's coefficient alpha,
z-tests, analyses of variance, and lastly, Tukey's studentized range (HSD)
tests.
Important findings -
The most important finding is the fact that white and black respondents
react differently to non-verbal communication in television advertisements.
Consequently, the effect of these variables on the destination is also
different.
Television-viewing behaviour during the week and weekends on campus and at
home showed no correlation to any non-verbal variables, or any advertising
variables in television advertisements. This finding has lead to the
conclusion that the individual's perceptions of these elements are probably
formed by the individual's family, his interpersonal relations and the place
where he was brought up.
As a result, this thesis proposes a model of non-verbal perceptibility of
television advertisements. Here the emphasis is placed on effectively
reaching different dominant target markets by means of non-verbal variables
in television advertisements.Doctora
