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Evolutionary Aesthetics and Print Advertising

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  • Kamil Luczaj

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.

Suggested Citation

  • Kamil Luczaj, 2015. "Evolutionary Aesthetics and Print Advertising," SAGE Open, , vol. 5(2), pages 21582440155, June.
    • Handle: RePEc:sae:sagope:v:5:y:2015:i:2:p:2158244015592165
    DOI: 10.1177/2158244015592165
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    References listed on IDEAS

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    1. Bria Dunham, 2011. "The Role for Signaling Theory and Receiver Psychology in Marketing," Springer Books, in: Gad Saad (ed.), Evolutionary Psychology in the Business Sciences, pages 225-256, Springer.
    2. Patrick Vyncke, 2011. "Cue Management: Using Fitness Cues to Enhance Advertising Effectiveness," Springer Books, in: Gad Saad (ed.), Evolutionary Psychology in the Business Sciences, pages 257-287, Springer.
    3. Sabri, Ouidade & Obermiller, Carl, 2012. "Consumer perception of taboo in ads," Journal of Business Research, Elsevier, vol. 65(6), pages 869-873.
    4. Scott, Linda M, 1994. "Images in Advertising: The Need for a Theory of Visual Rhetoric," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 252-273, September.
    Full references (including those not matched with items on IDEAS)

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