Master's Theses

Document Type

Thesis - campus only access

Date of Award

Spring 1997

Degree Name

Master of Science (MS)


Communication Studies


Willis M. Watt


The purpose of this thesis was to examine the effect of Continental Airlines' 1983 bankruptcy on its advertising in the Rocky Mountain News. This thesis was a descriptive study. A total of 14 Continental Airline advertisements were analyzed in the study. Eight ads came from the three months prior to Continental filing for bankruptcy. Four ads were from Continental's bankruptcy period and two ads were from the three months after coming out of bankruptcy. The ads were analyzed by to coders using a questionnaire corresponding to Bly's 10 Steps for Effective Advertising (1988). The results indicated that there was a change in the advertisements. The coders felt that the ads grew less effective during the bankruptcy period. This trend continued into the three months following bankruptcy. The results also indicated that in the three months after bankruptcy the headlines did not support the body copy and the ads were not easy to read.


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Copyright 1997 Phillip S. Younie

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