Academic Journal
Reaching the Male Consumer by Way of Daytime TV Soap Operas.
| Title: | Reaching the Male Consumer by Way of Daytime TV Soap Operas. |
|---|---|
| Authors: | Frisby, Cynthia M.1 frisbyc@missouri.edu |
| Source: | Journal of Advertising Research. Mar/Apr2002, Vol. 42 Issue 2, p56-64. 9p. |
| Abstract: | The purpose of this study is to provide clear insights into the function and meaning of television soap operas in everyday life, particularly for male viewers. Results suggest that male soap opera viewers watch daytime television because viewing makes them feel good, provides an escape, and helps to aid in social conversations, namely with the opposite sex. [ABSTRACT FROM AUTHOR] |
| Subject Terms: | *Television programs, *Male consumers, *Television advertising, *Advertising, Television soap operas, Television dramas, Television viewers, Daytime television programs |
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| ISSN: | 00218499 |
| DOI: | 10.2501/JAR-42-2-56-64 |
| Database: | Business Source Complete |
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