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首頁> 外文學(xué)位 >Aspirations and Applications: Analyzing Consumer Card Application Web Sites.
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Aspirations and Applications: Analyzing Consumer Card Application Web Sites.

機譯：愿望和應(yīng)用程序：分析消費卡應(yīng)用程序網(wǎng)站。

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The aim of this dissertation is to examine a previously unstudied text -- consumer card application web sites, which are aimed at disparate, competing consumer groups. Consumer card application web sites promote prepaid, secured, or traditional cards. These web sites serve as a starting point for the consumer's online brand experience and initiate what the companies intend will be an active engagement between the consumer and the brand (Bart, Shankar, Sultan, & Urban, 2005). These web sites are framed to broadly communicate what the advertisers perceive are shared interests among a diverse target market. Within the promotional text, these web sites also address disparate audiences with distinct interests. Examining these web sites offers the opportunity to identify the aspirations the advertisers perceive are relevant to a fractured consumer market. Using aspiration as a lens, this study also seeks to understand how the American dream is encapsulated and enabled through these lender frames.;This study uses Gamson and Modigliani's (1989) approach to frame analysis to identify the broad frames used within and across the three card categories in order to understand how the advertisers seek to persuade a disparate target market. The frame analysis is followed by a discourse analysis, which seeks to drill deeper into the promotional material. Both the frame and discourse analyses identify fractured target markets whose interests were amalgamated based on their assumed participation in the mainstream banking and credit scoring systems. The results of this dissertation include a confirmation of the greatening socioeconomic divide in which consumer choice and limitations are increasingly defined by the larger financial infrastructures. This dissertation contributes both theoretically and practically to the study of advertising frames as well the examination of the promotional materials that proceed online applications for financial products.
機譯：這篇論文的目的是研究一種以前未被研究的文本-消費卡應(yīng)用程序網(wǎng)站，其目標是針對不同的，相互競爭的消費者群體。消費卡應(yīng)用程序網(wǎng)站宣傳預(yù)付卡，安全卡或傳統(tǒng)卡。這些網(wǎng)站可作為消費者在線品牌體驗的起點，并啟動公司打算在消費者與品牌之間進行積極互動的目標（Bart，Shankar，Sultan和Urban，2005）。這些網(wǎng)站的結(jié)構(gòu)可以廣泛地傳達廣告主認為在不同目標市場中共有的利益。在促銷文字中，這些網(wǎng)站還針對具有不同興趣的不同受眾。檢查這些網(wǎng)站提供了機會來確定廣告商認為與破碎的消費者市場有關(guān)的愿望。本研究還以抱負為視角，旨在了解如何通過這些借貸框架來實現(xiàn)美國夢的封裝和實現(xiàn)。本研究使用Gamson和Modigliani（1989）的方法進行框架分析，以確定在這三個框架之內(nèi)和之間使用的廣泛框架?？ㄆ悇e，以了解廣告商如何尋求說服不同的目標市場。框架分析之后是話語分析，旨在深入研究促銷材料?？蚣芊治龊驮捳Z分析都基于目標銀行假定參與主流銀行和信貸評分系統(tǒng)，確定了利益分散的目標市場。本文的結(jié)果包括對日益擴大的社會經(jīng)濟鴻溝的確認，其中較大的金融基礎(chǔ)設(shè)施日益界定了消費者的選擇和限制。本論文在理論上和實踐上都對廣告框架的研究以及對進行金融產(chǎn)品在線申請的促銷材料的研究做出了貢獻。

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  • 作者

    Lucchesi, Emilie.;

  • 作者單位

    University of Illinois at Chicago.;

  • 授予單位 University of Illinois at Chicago.;
  • 學(xué)科 Communication.
  • 學(xué)位 Ph.D.
  • 年度 2015
  • 頁碼 252 p.
  • 總頁數(shù) 252
  • 原文格式 PDF
  • 正文語種 eng
  • 中圖分類 遙感技術(shù);
  • 關(guān)鍵詞

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