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Full-Text Articles in Business
Posters : Art & Advertising, Stephen S. Holden
Posters : Art & Advertising, Stephen S. Holden
Stephen S Holden
Posters were developed as a medium for both art and advertising forming the foundation for much advertising today which continues to blend aesthetics of art with the practicality of commerce. Accordingly, the history of the development of outdoor and more specifically poster advertising is reviewed for an understanding of how these two domains were married into one. Through this, an understanding of how posters introduced art to advertising thereby representing an important leader to most other more modern forms of media and initiating the longstanding tension in advertising as creative art and commercial gain. The third section reviews the evidence …
Is That A Sexy Ad Or What? Measuring Sex In Advertising, Stephen S. Holden, Joanna Gabler
Is That A Sexy Ad Or What? Measuring Sex In Advertising, Stephen S. Holden, Joanna Gabler
Stephen S Holden
This paper addresses the tricky issue of assessing what constitutes sex in advertising, and in particular, examines the various ways in which sexiness can be operationalised.
Sex Cells : How The Use Of Sex In Advertising Varies Across Eight Countries, Stephen S. Holden, Marilyn Y. Jones, Joanna Gabler
Sex Cells : How The Use Of Sex In Advertising Varies Across Eight Countries, Stephen S. Holden, Marilyn Y. Jones, Joanna Gabler
Stephen S Holden
This study examines how the use of sex in magazine advertising varies across eight different countries – Singapore, Australia, India, South Africa, France, Germany/Austria, Brazil and the U.S. Eight magazines were collected from each country. We examined the incidence of sex in advertising and its various components in the 3,201 ads found in this assortment of magazines. Significant differences between countries were found for use of attractive models, nudity and types of sex appeal. While it is difficult to draw firm conclusions, we believe that the results support the notion that sex in advertising is driven by its novelty value …