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Animal-companion depictions in women's magazine advertising

By Patricia F. Kennedy, Mary G. McGarvey

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Via a content analysis of 1398 advertisements that include both people and pets and that appeared in women's magazines over a period of four decades, this study examines the changing roles played by companion animals and the changes in themes used in these advertisements. Considering both the pictures and text, the study codes advertisements for themes, pet roles, whether or not the pet appears on a leash, and the physical location of the pet. These data show the movement of companion animals from outdoor protectors and companions to loved family members sharing all areas of the home with their human family. The study provides a method for transforming qualitative data so that they can be rigorously tested using a quantitative approach. The findings support prior survey research and provide direction for positioning and marketing-communications strategies to allow for societal trends that influence consumers' self-identities.


Megan Kendall

Purdue University

Date 2008
Publication Title Journal of Business Research
Volume 61
Issue 5
Pages 424-430
Publisher Elsevier
DOI 10.1016/j.jbusres.2007.07.013
Language English
Notes This article was used with permission by Elsevier
Additional Language English
Cite this work

Researchers should cite this work as follows:

  1. Animal roles
  2. Animals in culture
  3. Companion
  4. Females
  5. Gender
  6. Human-animal relationships
  7. Magazines
  8. Media
  9. Pets and companion animals