Evolutionary Aesthetics and Print Advertising

Kamil Luczaj

SAGE Open, 2015, vol. 5, issue 2, 2158244015592165

Abstract: The article analyzes the extent to which predictions based on the theory of evolutionary aesthetics are utilized by the advertising industry. The purpose of a comprehensive content analysis of print advertising is to determine whether the items indicated by evolutionists such as animals, flowers, certain types of landscapes, beautiful humans, and some colors are part of real advertising strategies. This article has shown that many evolutionary hypotheses (although not all of them) are supported by empirical data. Along with these hypotheses, some inferences from Bourdieu’s cultural capital theory were tested. It turned out that advertising uses both biological schemata and cultural patterns to make an image more likable.

Keywords: print advertising; evolutionary aesthetics; visual communication; media and society; mass communication; communication; social sciences; contents analysis; cultural capital (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:5:y:2015:i:2:p:2158244015592165

DOI: 10.1177/2158244015592165

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