Reaching the Male Consumer by Way of Daytime TV Soap Operas

doi:https://doi.org/10.2501/jar-42-2-56-64

Reaching the Male Consumer by Way of Daytime TV Soap Operas

Cynthia M. Frisby-2002-03-01-Journal of Advertising Research

9

TL;DRAbstract

<h3>ABSTRACT</h3> The purpose of this study is to provide clear insights into the function and meaning 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.

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<h3>ABSTRACT</h3> The purpose of this study is to provide clear insights into the function and meaning 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.

Keywords

AdvertisingOperaSOAPMeaning (existential)DaytimePsychologyEveryday lifeBusiness

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