Business, Management and Accounting
8 years ago

Framed ads dominate magazine advertising, shaping consumer perceptions and choices.

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Journal of Advertising
The Use of Framing and Characterization for Magazine Advertising of Mass-Marketed Products
Terence A. Shimp, Joel E. Urbany, Sarah E. Camlin

Paper Summary

The study analyzed 1,415 magazine ads to see how they were structured and what they promoted. They found that most ads in magazines are framed and feature characters. Unframed ads are rare and usually only used for ads with characters promoting experiences. This research sheds light on how ads are designed and what they promote in magazines.

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