Advertisements as cyclical fashion goods? An analysis of variation in the frequency of usage of values, claims &amp; styles in magazine advertisements

Fay, Michael

doi:10.1080/02650487.1999.11104767

Cited by 4 publications

(9 citation statements)

References 23 publications

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“…También son numerosos los estudios sobre el eslogan en el ámbito anglosajón, principalmente aquellos centrados en su eficacia y en sectores especializados: Kemp et al (2012), Samuelsen & Olsen (2010), Fay (1999), Chan (2000.Y el mismo Prat Gaballí (1998), hoy reconocido como uno de los primeros teóricos de la publicidad en todo el mundo, ya mostró interés por los eslóganes a principios del siglo XX. Todos ellos han contribuido a la configuración teórica del eslogan y han aportado en muchos casos definiciones del mismo (Garrido, 2000, pp.…”

Section: Conceptualización Y Evolución Histórica Del Esloganunclassified

Evolución y desarrollo del eslogan publicitario: tercer análisis

2013

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RESUMEN:El objeto de este trabajo viene determinado por la tradicional atención que suscitan los eslóganes en el ámbito académico y la necesidad de estudiar su evolución y desarrollo en el contexto actual de la comunicación publicitaria española. Su finalidad es retratar la situación del eslogan en la publicidad gráfica española y, al mismo tiempo, cotejar los resultados con los estudios anteriores a fin de observar la evolución del mismo en aspectos como la economía expresiva, la densidad semántica, el uso de recursos retóricos, la perdurabilidad, la exclusividad o la eficiencia comunicativa. Esta investigación se inserta, pues, en el campo de los estudios sobre los contenidos de los medios de comunicación (mass communication research), en los que la técnica del análisis de contenido (content analysis) ha dado resultados satisfactorios. Para ello, se ha analizado un extenso corpus de eslóganes aparecidos en la prensa española durante 2011. Resumidamente, puede afirmarse que se estabilizan las tendencias ya anotadas en estudios precedentes: menos uso del eslogan, mayor brevedad y concentración expresiva, más recursos retóricos, más protagonismo del consumidor en su concepto, más eslóganes en lenguas distintas al castellano, etc. PALABRAS CLAVE:Eslogan; redacción publicitaria; publicidad gráfica; retórica; crisis económica. TITLE:Evolution and development of the advertising slogan: further analysis. ABSTRACT:The purpose of this work is determined by the typical interest aroused in academia by slogans and the need to study their evolution and development in the current context of Spanish advertising communication. Its aim is to portray the state of slogans in Spanish print advertising, and at the same time, to compare the results to those of previous studies in order to observe its evolution in certain areas, such as the economy of expression, the semantic density, the use of rhetorical tropes, perdurability, exclusivity, and communication efficiency. The present research is therefore in line with mass communication research, within which the technique of content analysis has proved itself to be an effective tool. To this end, an extensive corpus of advertising slogans appearing in newspapers during 2011 was analyzed. In short, it can be stated that trends noted in previous studies are reinforced: a decrease in the use of slogans, more brevity and expressive condensation, more rhetorical tropes, a more active role of the consumer in creative concepts, and an increase in the number of advertising slogans in languages other than Spanish.

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Section: Conceptualización Y Evolución Histórica Del Esloganunclassified

Evolución y desarrollo del eslogan publicitario: tercer análisis

2013

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“…Despite these limitations, seven of the seventeen variables measured exhibited oscillating levels of usage that differed significantly from random variation. In the light of these findings, a larger study was carried out (Fay, 1999) using a much wider range of variables. Of the 56 variables measured, Wald‐Wolfowitz Runs tests indicated that 21 exhibited statistically significant tendencies to behave in an oscillatory manner, with single sample “ t ” tests confirming a general oscillatory tendency.…”

Section: Advertising Cyclesmentioning

confidence: 99%

“…Using the Windows Excel random number generator for each magazine for each year, a month/week/ start page was selected and the next 25 advertisements of a half page or larger (Fay, 1999) after that point formed the sample of 7,525 advertisements. Magazines were sourced from the Otago Advertising Archive, the Westminster Reference Library, and the collections of back issues held by Reader's Digest Ltd and IPC Magazines Ltd. Where the selected issue was not available, the nearest date issue was substituted.…”

Section: Samplementioning

confidence: 99%

“…Fay (1999) used the following criteria in selecting variables to be measured:their degree of saliency in society seemed unlikely to repetitively oscillate;they could be measured with a high degree of reliability; andthey had a sufficient level of usage that would allow any cyclical variation to be observed in small annual samples.The same criteria were applied in this study and a similar set of variables used. Several more were added, and some eventually excluded as their mean level of usage was below 5 per cent per year with consequential extreme annual variation.…”

Section: Variables To Be Measuredmentioning

confidence: 99%

“…An alternative view is that much of the change that occurs in the content of advertising is a product of the advertising system itself. Fay (1999) sought to investigate the value of “outside force” versus “internal needs” theories as explanations of the historical variation in the forms of advertisements by examining the frequency of usage of elements of print advertisements over an extended time period. He concluded that the level of usage of elements of advertisements was essentially cyclical, and that changes in usage level of a particular value, claim or style over periods briefer than (say) 20 years, required explanation that allowed for this cyclarity.…”

Section: Introductionmentioning

confidence: 99%

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Cyclical patterns in the content of advertisements

Fay

2006

European Journal of Marketing

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PurposeIt is a tenet of the marketing and advertising communities that the claims and appeals contained in advertisements must reflect the behaviour, aspiration or dreams of potential customers. Work undertaken in New Zealand challenged the received wisdom, suggesting that the content of advertisements exhibited marked cyclical patterns that had little to do with societal trends. This paper seeks to replicate and extend the earlier study in a larger and less derivative economic environment.Design/methodology/approachFor each year over the period 1950‐2000, the levels of usage of 58 variables in a large sample of advertisements from major UK magazines were analysed. The patterns from the resulting data were examined to determine whether deviations around long‐term secular trends were random, or whether cyclical tendencies were apparent.FindingsThe findings confirm that the generally espoused view of advertising as a mirror of society may require substantial modification. Over time periods of five to 15 years the level of usage of various claims and appeals is cyclical, and the stage of the cycle is a far more important factor than the secular trend in understanding the changing levels of usage over operational time periods.Research limitations/implicationsBecause the study is limited to advertising in UK magazines, further content analysis work is required using other media (TV) and other countries.Originality/valueThe paper argues that cyclicality is a general phenomenon of aggregated human behaviour, and consequently that advertising cycles should be viewed as a particular case of a general rule rather than a unique occurrence.

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Wirtschaftspsychologie und die Natur des Menschen

Moser

Soucek

2007

Wirtschaftspsychologie

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Advertisements as cyclical fashion goods? An analysis of variation in the frequency of usage of values, claims & styles in magazine advertisements

Cited by 4 publications

References 23 publications

Evolución y desarrollo del eslogan publicitario: tercer análisis

Evolución y desarrollo del eslogan publicitario: tercer análisis

Cyclical patterns in the content of advertisements

Wirtschaftspsychologie und die Natur des Menschen

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