Motive-analysis of TV-Advertising Visual Content

This work presents the methodology and results of a motive-analysis of Russian and Ukrainian TV-advertising visual content. The theoretical basis for this study was the theory of cultural codes by U. Eco and D. Alexander, within the context of which the concept of motive-codes was developed. Motive-codes are structural conceptual models, in which the behavior motives of social actors most typical to a particular culture are manifested, and according to which visual and verbal messages are constructed in media space. Developed is the technique of visual motive-analysis of advertising clips, while describing empirical indicators of motive-codes based on D. McClelland’s concept (the main categories of which are motives of achievement, afliation, positive and negative power, avoiding failure). D. McClelland’s technique is supplemented by two categories of analysis – motives of entertainment and self-expression. The results of a content-analysis of 626 Russian and Ukrainian TV-advertising video clips are used as an empirical basis for this work. The dominant motive-codes, visualized in both countries’ TV-advertising, are revealed; gender and age analysis of advertisement clips, in conjunction with analyzing their motivational content, are conducted

Advertising · Business · Content (measure theory · Content analysis · Sociology · Television advertising · Computer Science · Mathematics · Media Influence and Health · Social and Cultural Studies · Social Power and Status Dynamics

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  Open Access•Ekaterina Bataeva, A S Chumakova-Sierova•Ukrainian society•2021

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