Date of Award

5-1933

Degree Type

Bachelors Essay

Degree Name

Bachelor of Arts (BA)

Department

Communication

First Advisor

Maynard W. Brown

Second Advisor

J.L. O'Sullivan

Abstract

This thesis was written with the aim to discover the fre­quency of employment and relative importance of the various motives which influence advertisers to use color.

This was accomplished by selecting full page color adver­tisements of 75 products appearing in recent issues of the Saturday Evening Post. These were analyzed with the intent of ascertaining if the advertiser chose color (1) to attract attention, or (2) to illustrate his product and secure realism, or (3) to use the innate suggestive power of color. It was recognized, however, that there are other factors that motivate the use of color, but it is believed that the aforementioned are the most outstanding.

Incidentally this task was made somewhat arduous by the fact that over a period of two months it becomes rather diffi­cult to find 75 products using the more costly color processes during these times of economic stress. The results of this survey were tabulated and an attempt made to arrive at certain conclusions as to why the advertiser chose color.

This was followed by readings of both books and periodi­cals in the fields of advertising, merchandising and research to determine how authorities on the subject regarded the merits of the choices manifested by the advertisers.

Comments

.A Thesis submitted to the Faculty of the College of Journalism, Marquette University, in Partial Fulfillment of the Requirements for the Degree of Bachelor of Philosophy.

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