| Summary: | The focus of the study is to understand the efficiency of Vodacom and Tigo Television animation advertisements from the perspective of university students with and without education in media analysis in Tanzania. Vodacom and Tigo television animation advertisements have been introduced in Tanzania; however, there is little research about the effectiveness of the advertisements for market purposes of the commodities. The overall aim of the study is to investigate university students’ media literacy, their interpretations, and alternative perceptions about Vodacom and Tigo television animation advertisements. The theoretical framework focuses on social action theory which is based on exploring meanings that audience create from the texts they consume from media. The empirical basis of the study consists of interviews and questionnaire. The questionnaire was administered to two separate survey groups of 20 university students each. While one group consisted of students educated in interpreting media, the other group comprised of students not educated in media analysis. In order to achieve the aim of the study, a triangulation method was used to provide a broader and deeper understanding of respondents’ perceptions of the animation TV advertisements. Based on the qualitative approach, five themes were found and regarded as respondents’ views and perceptions. Findings obtained through the quantitative method showed that respondents with media education had positive perceptions of the advertisements and could interpret and understanding them. While students without media education had negative perceptions and most of them could not interpret and understand the advertisements. Further research that will include a diverse sample population from different community groups is suggested.
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