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

Academy of Marketing Studies Journal

Journal ISSN

1095-6298

Volume

13

Issue

1

First Page

45

Last Page

66

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