Mode of address, emotion, and stylistics - Images of children in American magazine advertising, 1940-1950

Journal/Book: Commun Res. 1997; 24: 2455 Teller Rd, Thousand Oaks, CA 91320. Sage Publications Inc. 83-101.

Abstract: To posit an empirical methodology for mode of address studies, an experiment was designed and conducted using a measure adopted from aerospace engineering. A total of 1,038 magazine advertisements containing images of children, from the period spanning 1940 through 1950, were coded for mode of address (as measured in degrees of ''angle of attach'') in the ad child's body, face, and eyes. Other measures included emotional countenance and display area for person(s), text, setting, and product. Regarding mode of address, results indicated significant rotating image trends toward a more direct address in the eyes and face of the ad child in the postwar period; trends that were absent in the prewar and war years. Concomitantly, the emotional countenance of the ad child became significantly more excited and happy in the postwar period. Although results for display areas did not completely support all predictions, there were still indications of shifting emphases in these areas.

Note: Article Viser VJ, York Coll Penn, Dept Commun, York,PA 00000 USA

Keyword(s): ADVERTISEMENTS

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