1. IT'S NOT YOUR FATHER'S MAGAZINE AD.
- Author
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McQuarrie, Edward F. and Phillips, Barbara J.
- Subjects
MAGAZINE advertising ,PRINT advertising ,TYPOGRAPHIC design ,LAYOUT (Printing) ,VISUAL communication ,SOCIAL sciences - Abstract
We examine how the style of magazine advertisements changed between 1969 and 2002, using ads included in the Which Ad Pulled Best? (WAPB) editions published over that period. Six aspects of ad style are examined: the proportion of space allotted to pictures, the amount of body copy used, inclusion of the brand name in the headline, incorporation of the brand into the picture, the layout of pictures and text, and the presence or absence of a stand-alone brand block. Using contemporaneous copy test data from the WAPB editions, we show that the style elements that became more common were those that had been more effective, and those that became less common were those elements that had proved less effective. Results suggest that during this period consumers increasingly approached magazine ads as pictures to be viewed and not as documents to be read. In response, magazine advertisers adapted by altering their stylistic and design choices to give more weight to pictorial elements and less weight to verbal elements. [ABSTRACT FROM AUTHOR]
- Published
- 2008
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