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Advertising strategy and anthropology : a focused look at consumers and their organizing devices

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dc.contributor.advisor Rosenberger, Nancy R.
dc.creator Whiddon, Jeremiah J.
dc.date.accessioned 2012-07-24T19:27:44Z
dc.date.available 2012-07-24T19:27:44Z
dc.date.copyright 2002-08-02
dc.date.issued 2002-08-02
dc.identifier.uri http://hdl.handle.net/1957/31496
dc.description Graduation date: 2003 en_US
dc.description.abstract This thesis was designed and written with advertising stakeholders in mind. The aim of my thesis is to illustrate how listening to and understanding the behavior and voices of consumers from the perspective of a trained anthropologist can improve advertising strategies. My instruments for conducting this research include an in-depth investigation of 28 consumers who use organizing devices (e.g. personal digital assistants and paper-based organizers) and a qualitative analysis of two print ads from Palm, Inc. In the first phase of my research, I employed ethnographic techniques and analyses to shed light on the usage-based benefits consumers realize by using organizers. In the second part of my research, I reveal my analysis and interpretations of print ads from Palm, one of the world's largest producers of organizers. My research culminates with the placement of the Palm advertisers' decisions in a critical framework. I do this by illuminating the consonance and contradiction between the ways in which I found consumers using organizers and the ways in which they are promoted in the advertising. Among other things, my research found informants using their organizers as a means to escape the tedium of commuting to and from work; I also found informants using their organizers to extend their memory capacity and create solutions to problems. In the end, my interpretations lead to pragmatic conclusions that potentially make advertising strategy more efficacious: Palm advertising should create scenes in which people are actively using their organizers to achieve benefits (e.g. memory, entertainment, etc.) they seek. en_US
dc.language.iso en_US en_US
dc.subject.lcsh Advertising en_US
dc.subject.lcsh Marketing research en_US
dc.subject.lcsh Pocket computers -- Marketing en_US
dc.subject.lcsh Motivation research (Marketing) en_US
dc.title Advertising strategy and anthropology : a focused look at consumers and their organizing devices en_US
dc.type Thesis/Dissertation en_US
dc.degree.name Master of Arts (M.A.) in Anthropology en_US
dc.degree.level Master's en_US
dc.degree.discipline Liberal Arts en_US
dc.degree.grantor Oregon State University en_US
dc.contributor.committeemember Hackel, Heidi Brayman
dc.contributor.committeemember Smith, Court
dc.contributor.committeemember McAlexander, James
dc.description.digitization File scanned at 300 ppi (Monochrome, 256 Grayscale) using Capture Perfect 3.0.82 on a Canon DR-9080C in PDF format. CVista PdfCompressor 4.0 was used for pdf compression and textual OCR. en_US
dc.description.peerreview no en_us
dc.description.other Best scan available. The original is a photocopy. en_US

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