Title page for ETD etd-03232010-125615


Document Type Master's Dissertation
Author Fourie, Mashinka Lisa
URN etd-03232010-125615
Document Title The impact of content regulation on advertising creativity with reference to the alcoholic beverage industry
Degree MBA
Department Gordon Institute of Business Science
Supervisor
Advisor Name Title
Ms N Kleyn Supervisor
Keywords
  • advertising
Date 2008-04-01
Availability unrestricted
Abstract

The alcoholic beverages industry is experiencing increasing pressure from regulators supporting the restriction or banning of alcohol advertising. Simultaneously, an increasingly cluttered media environment and increasing product parity have elevated the importance of advertising creativity. Given this, alcoholic beverage producers face the challenge of balancing their advertising objectives with the need to comply with and stave off further regulations.

The objective of this research was to determine the impact of content regulation on advertising creativity with reference to the alcoholic beverages industry. A two-phase qualitative research approach was used. Phase one consisted of an explorative in-depth interview with an expert creative with experience in alcoholic beverages advertising to inform the questionnaire framework for phase two. Phase two consisted of face-to-face semi-structured in-depth interviews with ten senior Creatives from South African Agencies. Content analysis and constant comparative analysis was used to identify the key patterns and themes that emerged.

The research found that when interpreted literally, the impact of content regulations has no effect on advertising creativity. To the extent that regulation prohibited clichéd advertising it was found to be enabling. However, on a wider interpretation it was found that regulations were perceived to be constraints, particularly where they prohibited a key consumer insight.

© 2007 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Fourie, ML 2007, The impact of content regulation on advertising creativity with reference to the alcoholic beverage industry, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03232010-125615/ >

G10/137/ag

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