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| Author: | Nowak, K. |
| Title: | Magazine Advertising in Sweden and the United States; Stable Patterns of Change , Variable Levels of Stability |
| Journal: | European Journal of Communication
1990 : DEC, VOL. 5, p.393-422 |
| Index terms: | |
| Freeterms: | Print advertisements, Cultural indicators, Comparative analysis |
| Language: | eng |
| Abstract: | The results are presented from a longitudinal content analysis of advertising in Swedish magazines during the period of 1935-80. The study aimed to describe ideological and rhetorical aspects of advertising and to relate the results to developments in Swedish society during this period. Comparisons with similar data from the US show strong similarities and several patterns emerge. |
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