Effective Television Advertising: Tools to Grab Audience Attention

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Investigating perceptions of 2010 Fifa World Cup television advertisements for a sample of South African students

In a culture saturated by media messages, what truly makes an advertisement stand out from the rest? This study aims to explore this topic using the specific case of the 2010 Fifa World Cup held in South Africa and using a sample of South African students.

The different and unique advertising techniques used in three specific Fifa 2010 World Cup advertisements have been analysed as well as general aspects of advertisements that have stood out for the audience.

Each advertisement approaches the topic of the World Cup differently while trying to incorporate aspects of South African culture to make the advertisements topical and to reach their South African audience.

This book uses theories such as the Encoding/Decoding Model as well as the Audience Reception Theory to investigate how these advertisements have been received by the audience and what has made each stand out.

From this, conclusions can be drawn as to what techniques have been effective at making the advertisement memorable.

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