04/01/2022
By Jana Sladkova
The College of Fine Arts, Humanities & Social Sciences (FAHSS), Department of Psychology, invites you to attend a Master’s thesis defense by Nicole Khashmanian on “A Critical Values Analysis of COVERGIRL Commercials Over a 10 Year Period.”
Candidate Name: Nicole Khashmanian
Degree: Master’s
Defense Date: Friday, April 15 2022
Time: 10 -11 a.m.
Location: Coburn Hall 210, South Campus and via Zoom
Thesis/Dissertation Title: A Critical Values Analysis of COVERGIRL Commercials Over a 10 Year Period
Committee:
Advisor: Jana Sladkova, Psychology, UML
Committee Members:
- Michelle Haynes-Baratz, Psychology, UML
- Pavel Romaniko, Art & Design, UML
Brief Abstract: The following article examines the potential for mass media to fuel harmful narratives by critically analyzing the television (TV) commercial advertisements of the cosmetics company COVERGIRL. 16 commercials hosted on the company’s YouTube channel were inspected through a values analysis that also included examining COVERGIRL’s mission statement. Analysis of values included a negotiation process in which values found in the TV commercials were identified as either performing, contesting, or centering the values expressed in the mission statement of the company. Results found instances of all three levels of negotiation across the 16 commercials. These results have implications for COVERGIRL as well as the institution of mass media in regards to the diversity and inclusivity of marketing efforts.