The Usage of Colour in Advertising Over Time: A Content Analytical Study Exploring Whether Economic Fluctuations are Reflected

Onderzoeksoutput: Conference paper

Samenvatting

The aim of this paper is to examine whether or not economic fluctuations are reflected in the usage of color in advertising. Specifically, this study seeks to investigate whether there is a difference in the use of color in magazine advertisements between times of recession and economic growth. For this purpose the usage of color was examined carefully in a sample of 315 magazine advertisements, pertaining either to an episode of economic growth or economic downturn. The findings of this study confirm that different colors are used in magazine advertisements depending on the economic situation. Statistical comparisons of the color usage between the economic periods investigated reveal that the hues 'purple-blue', 'blue' as well as 'orange' are used more frequently during economic growth. Also more saturated colors appear to be used during economic growth than during times of recession. On the contrary, the hues 'black', 'green', 'green-yellow' and 'yellow' turn out to be applied more during an economic downturn. The colors of products displayed in the ads also appear to differ depending on the economic situation. Our findings illustrate that advertising can not only be regarded as a mirror of society, but also as a colorful mirror of the economic circumstances at the time.
Originele taal-2English
TitelAIC Colour 2013: 12th Congress of the International Colour Association
RedacteurenLindsay Macdonald, Stephen Westland, Sophie Wuerger
Plaats van productieNewcastle upon Tyne
UitgeverijColour group
Pagina's117-120
Aantal pagina's4
Volume1
ISBN van geprinte versie978-0-901623-02-7
StatusPublished - 8 jul 2013
EvenementUnknown - Newcastle Gateshead, United Kingdom
Duur: 8 jul 201312 jul 2013

Conference

ConferenceUnknown
LandUnited Kingdom
StadNewcastle Gateshead
Periode8/07/1312/07/13

Bibliografische nota

Lindsay MacDonald, Stephen Westland and Sophie Wuerger

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