A survey of advertising themes in 1970's

Abstract

Advertising is a reflection of the total environment of the society; hence advertisers are expected to respond to the changing needs and expectations of their potential audience. To find out the changing trend of themes, the study emphasized the objectives of developing the broad framework for classification of themes and accordingly analysing the pattern of advertisments. This was a pilot study and it points to the need for further research. This study covered a period of ten years, 1971-80. Attention was confined only to one basic advertising component, namely the theme. Detailed information of all display ads appearing in selected issues of the Reader's Digest and The Economics Times have been recorded according to product/service classification.