Subliminal messages of liquor advertisements and the buying of CvSU dorm occupants/
by Jocelyn I. Noche and Jeronne M. Zamora.
- Indang, Cavite : Cavite State University- Main Campus, 2003.
- xi, 54 pages: illustrations ; 28 cm.
Thesis (Bachelor of Arts in Mass Communication Major in Journalism) Cavite State University.
Includes bibliographical references.
College of Arts and Sciences (CAS) College of Arts and Sciences (CAS)
NOCHE,JOCELYN ISO and ZAMORA, JERONNE DEL MUNDO. "Subliminal Messages of Liquor Advertisements and the Buying Behavior of CvSU Donn Occupants", Undergraduate Thesis, Bachelor of Arts in Mass Communication, major in Journalism. Cavite State University, Indang, Cavite. April 2003. Adviser: Mrs. Rumina Astudillo Gil. The research study was conducted to determine the relationship between the exposure to and awareness of subliminal messages of selected local liquor print advertisements of San Miguel Corporations and the buying behavior of selected Donn occupants. Out of the 487 dorm occupants in the four dormitories of the Cavite State University, only 83 respondents were chosen using the Slovin's Formula. The study used purposive sampling in data gathering where only those who buy, and drink liquor were asked to answer the questionnaire. The result of the study showed that the respondents were moderately exposed to and moderately aware of subliminal messages in print ads. M4iority of the dorm occupants preferred San Miguel Pale Pilsen than any other beer products. It was found out that 61.45 percent bought liquor enough the influence of their friends. In determining the relationship between exposure, awareness, frequency of purchase and brand preference, chi-square was used where the tabulated x2 value is lower than the computed x2 value. "Ihus, the hypothesis that there is no significant relationship between exposure to and awareness of subliminal messages of selected local liquor print advertisements and the buying behavior of selected dor