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AbstrackA content analysis of black-and-white advertisements used in magazines
Euijin Ahn This study employed content analysis to examine the usage pattern of black-and white (B&W) advertising in magazines. Results showed that (1) B&W ads appeared to be an important type of advertising tactic, (2) of the B&W ads examined, color-highlighted type appeared most often, (3) B&W ads appeared most often in ads for health care, publication, services, and fashion and beauty, (4) most B&W ads employed emotional appeals rather than informational appeals, and (5) three emotional types of B&W ads: serious, aesthetic, and powerful were also identified. appendix |
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