The Use of Non-Verbals in Print Advertising: a Comparative Study Across Ten Publication Years

This study examines the presence of nonverbals in print advertising over a ten-year period. The growth of nonverbals in print advertising and the types of nonverbals used recently, five years ago, and ten years ago are considered. This study also tries to uncover any general trends in print advertising such as number of words used in headline, primary art element, background of advertisements, and copy content. The overall tone and appeal of the ads were also studied. Data was collected from two magazines over a ten-year period by sampling 1978, 1983, and 1987 editions of each. General trends include less copy content in conjunction with a greater reliance on visual cues through facial expressions, body language, and composition of the advertisement. The overall advertising tone of print advertisements recently is self-assurance. The advertisement\u27s appeal is enjoyment recently; five and ten years ago it was sexual