A 50-year longitudinal study of changes in the content and form of food advertising in New Zealand magazines

New Zealand society has changed dramatically in the last 50 years and so has food advertising. This paper argues that some developments in advertising appear to directly counter social and economic trends.

A 50year Longitudinal Study Of Changes In The Content And Form Of Food Advertising In New Zealand Magazines

Michael Fay University of Otago

Introduction

A founding tenet of the marketing system is that marketing phenomena are a response to the needs and wants of society (Levitt 1965; Kotler 1967, 1991), and that the content of advertising is a reflection of society's values (Holbrook 1987; Rotzoll et al. 1990). This view is also explicated in work describing advertising's historical development (Ewen 1976; Nevett 1982; Ritzer 1993; Lears 1994; Twitchell 1996). While this view has been, and continues to be, widely...

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