Open Access Honors Program Thesis
Matthew Bunker, Honor Thesis Advisor, Marketing
Whether we know it or not, we are faced with hundreds or even thousands of advertisements every day. Sometimes we acknowledge them and sometimes we do not, but whether or not we realize it, they can and do impact our decisions. The purpose for my senior year Honors Program Thesis was to determine the effectiveness of negative and positive advertising on people who are already favorable or unfavorable towards an industry. I chose to examine video advertisements with the topic of the pork industry. The basis of this research comes from my past experience in promotion for the pork industry. I grew up on a farm and have a background in that industry, as I was the 2010 Iowa Pork Princess. Being an advocate for this industry, I learned a lot about the positive aspects of the industry, however, I was also faced with many negative views, opinions, and advertisements. For example, I saw many negative advertisements aimed at the industry and pig farmers in general from groups like People for the Ethical Treatment of Animals (PET A), which was the springboard for my thesis topic.
Year of Submission
Department of Marketing and Entrepreneurship
University Honors Designation
A thesis submitted in partial fulfillment of the requirements for the designation University Honors
1 PDF file (44 pages)
©2013 Kristen Hora
Hora, Kristen, "The Effectiveness of Negative and Positive Advertisements" (2013). Honors Program Theses. 572.