Department
School of Communication and Media
Document Type
Article
Publication Date
2009
Abstract
This content analysis of advertising in four popular magazines investigates whether the role of pets-specifically dogs and cats-has changed as they have grown in popularity and power in American culture. Analysis of print advertisements from 1994 and 2004 suggests that although the frequency with which household pets appear in print advertisements has declined slightly, portrayals of "Rover" and "Fluffy" have changed to reflect society's growing fascination with and devotion to our furry family members.
Journal Title
Academy of Marketing Studies Journal
Journal ISSN
1095-6298
Volume
13
Issue
1
First Page
45
Last Page
66
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