School of Communication and Media
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.
Academy of Marketing Studies Journal
Mayo, Charles M., Donna T. Mayo, and Marilyn M. Helms. "Pets in Print Advertising - are we Seeing More of Rover and Fluffy? A Content Analysis of Four Popular Magazines." Academy of Marketing Studies Journal 13.1 (2009): 45-66. Print.