Content analysis is a technique developed in the social sciences for converting verbal and nonverbal communications into quantitative data. In this article, the advantages and limitations o f content analysis methodology are discussed in the context of its potential application to costume history. Examples o f its use are drawn from two recent studies: (1) a comparison o f the designs found in two fashion magazines, 1875-1885, and (2) a study o f cartoons about men's clothing, 1880-1910. Based on these examples, content analysis can be recommended as a useful adjunct to traditional impressionistic research, particularly when the source material being studied is so plentiful or complex that objectivity is hard to maintain.
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