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- Title
Advertising and the Cultural Meaning of Animals.
- Authors
Phillips, Barbara J.
- Abstract
One explanation for the proliferation of animal trade characters in current advertising practice proposes that they are effective communication tools because they can be used to transfer desirable cultural meanings to products with which they are associated. The first step in examining what messages these animals communicate is to explore the common cultural meanings that they embody. This paper presents a qualitative analysis of the common themes found in the cultural meanings of four animal characters. In addition, it demonstrates a method by which cultural meanings can be elicited. The implications of this method for advertising research and practice are discussed.
- Subjects
ADVERTISING characters; ADVERTISING; ANIMALS &; civilization; ADVERTISING &; culture; ADVERTISING &; psychology
- Publication
Advances in Consumer Research, 1996, Vol 23, Issue 1, p354
- ISSN
0098-9258
- Publication type
Article