Time-Oriented Advertising: A Content Analysis Of United Sta

Consideration is given to the theory that, as the US evolved from an agrarian to an advanced industrial-urban society, advertising themes have changed to reflect an increased concern with time. The study involved the content analysis of magazine advertising appearing in Ladies' Home Journal ove...

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Bibliographic Details
Published inJournal of marketing Vol. 53; no. 4; p. 76
Main Authors Gross, Barbara L, Sheth, Jagdish N
Format Journal Article
LanguageEnglish
Published Chicago SAGE PUBLICATIONS, INC 01.10.1989
Subjects
Advertisements
Advertising
Consumer behavior
Content analysis
History
Hypotheses
Industrial development
Manyproducts
Time
United States > US
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Summary:Consideration is given to the theory that, as the US evolved from an agrarian to an advanced industrial-urban society, advertising themes have changed to reflect an increased concern with time. The study involved the content analysis of magazine advertising appearing in Ladies' Home Journal over time. The results indicate a perception that consumers are increasingly concerned with time. Findings are congruent with the common belief that time concerns accompany, and possibly emmanate from, industrialization-urbanization. They are of theoretical significance because, although industrialization-urbanization has been associated with time concerns, little empirical evidence has been advanced. Because the content of advertising was examined in only one magazine, with a target audience that is exclusively female and residing in the US, confidence in the generalizability of the results may be enhanced by: 1. replication across publications and market segments, 2. cross-sectional or cross-cultural replication, or 3. replication using an index of industrialization.
ISSN:0022-2429
1547-7185