Advertisements as cyclical fashion goods? An analysis of variation in the frequency of usage of values, claims & styles in magazine advertisements
Michael FayUniversity of Otago, New Zealand
It has been common practice among members of the advertising community to talk of there having been fashions for particular styles of advertising at different times, but little work has been carried out to investigate the substance of this belief. To evaluate this 'fashion' proposition, usage levels were measured for 56 variables in 2,208 advertisements over a 46-year period in magazines from four countries; the United States, United Kingdom, Australia, and...