Articlehybrid2007

Animal-companion depictions in women's magazine advertising

32 citations0/0 files storedJournal of Business Research

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Media, Gender, and Advertising Consumer Behavior in Brand Consumption and Identification Human-Animal Interaction Studies

Abstract

Via a content analysis of 1398 advertisements that include both people and pets and that appeared in women's magazines over a period of four decades, this study examines the changing roles played by companion animals and the changes in themes used in these advertisements. Considering both the pictures and text, the study codes advertisements for themes, pet roles, whether or not the pet appears on a leash, and the physical location of the pet. These data show the movement of companion animals from outdoor protectors and companions to loved family members sharing all areas of the home with their human family. The study provides a method for transforming qualitative data so that they can be rigorously tested using a quantitative approach. The findings support prior survey research and provide direction for positioning and marketing-communications strategies to allow for societal trends that influence consumers' self-identities.

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References

1988Possessions and the Extended Self 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods 1977Content Analysis in Consumer Research 1993Promotional Culture: Advertising, Ideology and Symbolic Expression 2004Activating the Self-Importance of Consumer Selves: Exploring Identity Salience Effects on Judgments 1996Advertising and popular culture 1957Magazines in the Twentieth Century.1993If Lions Could Speak: Investigating the Animal-Human Relationship and the Perspectives of Nonhuman Others

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