Abstract
This paper uses a Scandinavian approach to analyze the content of Danish home video advertisments. The content analysis identifies manifest and latent themes incorporated into the advertisements. The paper also discusses the home video technology in Denmark in terms of the diffusion of innovations paradigm.
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Jensen, B.N., Lysonski, S.J. (2015). A Scandinavian View of the Manifest and Latent Themes in Home Video Advertisements. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_10
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DOI: https://doi.org/10.1007/978-3-319-17052-7_10
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