Message attributes of advertising found during daytime fringe talk show television: A descriptive analysis

Advertisements (N=100) appearing during the daytime fringe issue‐oriented talk shows were content analyzed for disproportionate representations of demography, products vs. services, music and sound effects, emotional vs. rational appeals, setting, lengths and cuts. Significant differences were found indicating a disproportionately high number of male voiceovers, Caucasians, promotion of food and beverage, music being used throughout, emotionally based persuasive appeals, use of multiple settings, and a significant correlation between length and number of cuts. The data suggest a specific profile that is currently used in developing daytime fringe advertising.