An analysis of Mobil Oil Company's corporate advertising apearing in the New York Times between 1984 and 1990 to determine what issues received the most attention and the effects of yearly event/political changes on Mobil's corporate advertising
Answers were sought to two research questions concerning Mobil Oil Company's corporate advertising appearing in The New York Times between 1984 and 1990:1. What issues/events throughout the campaign received the most attention in Mobil's corporate advertisements? 2. How did yearly political/event changes affect Mobil's corporate advertisements?This study, which was based on a study by Anderson (1984), was completed in two steps. First, a coder read and summarized all 365 advertisements. These advertisements were categorized according to three dependent variables: energy policy, Mobil's economic/political commentary and image advertisements. The results of this process answered the first question.The second part of analysis involved using each year's breakdown of advertisements and comparing it to the political tone of the year. The Congressional Quarterly Almanac was used to recreate the tone for each year.Image advertisements accounted for slightly more than 53 percent of the 365 advertisements carried by Mobil in the time period. Mobil's economic/political commentary accounted for nearly 38 percent of the advertisements. Energy policy advertisements accounted for nearly nine percent of the advertisements.The findings, also, showed that as energy-related issues received attention in the media, Mobil increased its usage of these advertisements. After a review of the political tone of each year, it was concluded that Mobil uses its corporate advertising program to both respond to current events affecting the oil industry or large corporations and to create a favorable image with its consumers.