Coma 101 - L
28 March 2012
A Cultivation Theory Analysis on Home TV Shopping Advertisements
Shopping is a form of buying things, whether a necessity or a want, usually done in malls, boutiques, shopping centers etc. It is the act of browsing among the products and selecting what you want to buy. This is where most of the companies get there profit. What most companies do to advertise their product and attract customers for them to shop are media such as flyers, newspaper ads, radio ads, billboards, online ads etc. and the sales would be on the hands of the public whether they would go to the store and purchase a product. But in this generation of ours now, any form of advertising would do for companies especially ads that can be done with the television. Endorsements by celebrities and bands, partnerships with TV shows, of course, the classic TV commercials and then there is home TV shopping.
Home TV shopping is ordering a product by calling in through phone or fax or via online with the buyer's comfort of not leaving his home to purchase. "In-home shopping has grown significantly since the advent of direct-response television, interactive television, infomercials, and cable network shopping channels. Product information is delivered to consumers at home via direct-mail promotions, catalogs, print advertisements, broadcast media, and outbound telephone. The primary motivator for in-home shopping is convenience; however, entertainment and impulse are also motivators." - defined by Answers.com. Home TV shopping is similar to door-to-door sales. A salesperson demonstrates the usage of the product for the potential buyers to see and be attracted, but instead of personally witnessing the product, the costumer watches it in TV on his own comfort.
"Plus, many times I can even get the merchandise delivered to my door for less than I would have paid for it in the store.", claims blogger Rachel Ellis as she made a entry comparing actual shopping with home TV shopping and online shopping. So it is now safe to say, comfort is what home TV shopping has ahead against actual shopping.
Along with the comfort home TV shopping gives to the customer, is the advance access to the products. Products advertised in home TV shopping shows are advance batches of the products which are not even markets yet. Some are even exclusive to home TV shopping only. The customer also has the assurance of the product's originality knowing that the company itself is his seller.
But the whole point of this study is not the benefits we get from home TV shopping and if it is better than the actual act of shopping. I've conducted this study to analyze the believability and assurance of the product's sole purpose. To see what are the companies' efforts to sell their product. And do their efforts to sell products work on the audience. With this said I will be using George Gerbner's theory of Cultivation with the use of its three prongs. With Gerbner's theory, television and the violence people get from watching TV was specifically his study. First is the institutional process analysis wherein it is stated why the media produce the messages they do. The second prong is called the message system analysis. This is where I, as the researcher, quantifies and tracks the most common and recurrent images present in the TV content. And lastly the third prong is wherein it is stated how the TV content's affect its viewers. With all this done, to conduct my research I am to apply all these prongs of Gerbner's study of analyzing TV and its effects on its viewers particularly how it cultivates the perception of violence on home TV shopping and the perception of believability and assurance it cultivates on its viewers.