Evolutionary Aesthetics and Print Advertising: Empirical Evidence From Poland

SAGE Open

Kamil Luczaj¹ 

关键词: print advertising;    evolutionary aesthetics;    visual communication;    media;    society;    mass communication;    communication;    social sciences;    contents analysis;    cultural capital;   

DOI  :  10.1177/2158244015592165

学科分类：社会科学、人文和艺术（综合）

来源: Sage Journals

【 摘 要 】

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.

【 授权许可】

CC BY