Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
The impact of content regulation on advertising creativity with reference to the alcoholic beverage industry
Dissertation (MBA)--University of Pretoria, 2010.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Thesis |
| Published: |
University of Pretoria
2013
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613675947294721 |
|---|---|
| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 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 |
| description | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23404 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:39:55.528Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23404 The impact of content regulation on advertising creativity with reference to the alcoholic beverage industry Kleyn, Nicola upetd@up.ac.za Fourie, Mashinka Lisa UCTD Advertising Dissertation (MBA)--University of Pretoria, 2010. 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. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T15:17:13Z 2010-06-16 2013-09-06T15:17:13Z 2008-04-01 2010-06-16 2010-03-23 Dissertation 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://hdl.handle.net/2263/23404 > G10/137/ag http://hdl.handle.net/2263/23404 http://upetd.up.ac.za/thesis/available/etd-03232010-125615/ © 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 application/pdf University of Pretoria |
| spellingShingle | UCTD Advertising The impact of content regulation on advertising creativity with reference to the alcoholic beverage industry |
| title | The impact of content regulation on advertising creativity with reference to the alcoholic beverage industry |
| title_full | The impact of content regulation on advertising creativity with reference to the alcoholic beverage industry |
| title_fullStr | The impact of content regulation on advertising creativity with reference to the alcoholic beverage industry |
| title_full_unstemmed | The impact of content regulation on advertising creativity with reference to the alcoholic beverage industry |
| title_short | The impact of content regulation on advertising creativity with reference to the alcoholic beverage industry |
| title_sort | impact of content regulation on advertising creativity with reference to the alcoholic beverage industry |
| topic | UCTD Advertising |
| url | http://hdl.handle.net/2263/23404 http://upetd.up.ac.za/thesis/available/etd-03232010-125615/ |