Analysis of Magazine advertisements
Comparing magazine ads from 1980 and 2000, the content analysis showed an increase over time in visual prominence and openness. The increase in visual prominence was indicated by an increase in visual surface area, a decline in verbal copy (both surface area and average amount of words), and a decline of ads with the headline or body copy above the visual. The increase in openness was indicated by a decline in both visual product depiction and verbal references to the product, an increase in cropped and unrealistic images, and a decline in verbal anchoring and guidance towards an interpretation. These findings corrobate previous studies which identified a trend towards visual prominence based on an increase of ‘mainly pictorial ads’ and a decline in verbal-copy volume. In addition, our findings are in accord with previous studies which suggested a trend towards more openness based on a decline in product portrayal in magazine ads between 1978 and 1988, an increase of rhetorical figures requiring closure, and a decline in verbal anchoring. In conclusion, the results of our content analysis supported our expectations regarding the trends towards visual prominence and openness, extended previous research results for the years 1980 and 2000, and strengthened previous indications because the present study used more specific measures. Moreover, our findings showed that the increase in visual prominence and openness were found not only in the total sample, but also in each of the four magazines selected for this study, and additionally in each of the four product types that we were able to extract from our sample of advertisements. Our finding that the trends towards visual prominence and openness are general across four magazines and four product types is not self-evident, because advertisers might be expected to address different target groups in different ways (Cook 2001; Leiss, Kline and Jhally 1990). Our findings suggest that the trends are general and not confined to specific magazines or products, though they may be stronger or weaker for specific magazine types and product categories. For example, this trend might be particularly strong in trendy magazines because these are generally highly visually oriented.
Comparing magazine ads from 1980 and 2000, the content analysis showed an increase over time in visual prominence and openness. The increase in visual prominence was indicated by an increase in visual surface area, a decline in verbal copy (both surface area and average amount of words), and a decline of ads with the headline or body copy above the visual. The increase in openness was indicated by a decline in both visual product depiction and verbal references to the product, an increase in cropped and unrealistic images, and a decline in verbal anchoring and guidance towards an interpretation. These findings corrobate previous studies which identified a trend towards visual prominence based on an increase of ‘mainly pictorial ads’ and a decline in verbal-copy volume. In addition, our findings are in accord with previous studies which suggested a trend towards more openness based on a decline in product portrayal in magazine ads between 1978 and 1988, an increase of rhetorical figures requiring closure, and a decline in verbal anchoring. In conclusion, the results of our content analysis supported our expectations regarding the trends towards visual prominence and openness, extended previous research results for the years 1980 and 2000, and strengthened previous indications because the present study used more specific measures. Moreover, our findings showed that the increase in visual prominence and openness were found not only in the total sample, but also in each of the four magazines selected for this study, and additionally in each of the four product types that we were able to extract from our sample of advertisements. Our finding that the trends towards visual prominence and openness are general across four magazines and four product types is not self-evident, because advertisers might be expected to address different target groups in different ways (Cook 2001; Leiss, Kline and Jhally 1990). Our findings suggest that the trends are general and not confined to specific magazines or products, though they may be stronger or weaker for specific magazine types and product categories. For example, this trend might be particularly strong in trendy magazines because these are generally highly visually oriented.
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