Advertising and changes in society 1950-1975

This study is part of a research program about cultural indicators in Sweden, 'Kulturindikatorer: Svensk symbolmiljö 1945-1975'. Primarily the study is about the imagination of advertisements, but the study also deals with the interplay between the content of the advertisement and other parts of the world of ideas in society, and between the content of advertisement and the material development. The content analyse is divided into three parts; the description of people in advertisements (sex, age, occupation, relations, etc.); environments occurring in the advertisements; statements about the product, and rhetoric used to influence buying the product.

本研究是瑞典文化指标研究项目“Kulturindikatorer: Svensk symbolmiljö 1945-1975”的组成部分。其核心聚焦于广告的想象维度，同时亦探讨广告内容与社会思想领域其他部分之间的相互作用，以及广告内容与物质发展之间的关联。内容分析分为三个部分：广告中的人物描述（性别、年龄、职业、关系等）；广告中呈现的环境；关于产品的陈述，以及用于影响购买行为的修辞策略。