التفاصيل البيبلوغرافية
| العنوان: |
THE IDEOLOGY OF ADVERTISING: THE UNITED STATES AND SWEDEN. |
| المؤلفون: |
Wiles, Charles R.1, Wiles, Judith A.2, Tjernlund, Anders3 |
| المصدر: |
Journal of Advertising Research. May/Jun96, Vol. 36 Issue 3, p57-66. 10p. 3 Black and White Photographs, 6 Charts, 1 Graph. |
| مصطلحات موضوعية: |
*MAGAZINE advertising, *PRINT advertising, VALUES (Ethics) |
| مصطلحات جغرافية: |
UNITED States, SWEDEN |
| مستخلص: |
This study examined the similarities and differences between the values portrayed in magazine advertising in the United States and Sweden. Cross-cultural content analysis indicated the values conveyed in the magazine advertising were similar for both countries and included: a life of leisure; youthfulness; individualism; and ideal body shape. In general, these same values were found in a content analysis of U.S. magazine advertisements from 20 years ago. In addition, the study compared the portrayals of models in advertising in terms of levels of undress, skin color, and activities (e.g., housework, childcare, leisure, type of work). [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
Business Source Index |
