Preserving the Moment, Commodifying Time, and Improving Upon the Past: Insights Into the Depiction of Time in American Advertising
Document Type
Article
Language
eng
Format of Original
24 p.
Publication Date
12-2001
Publisher
Wiley
Source Publication
Journal of Communication
Source ISSN
0021-9916
Abstract
Despite its pervasiveness in ads, the depiction of time in American advertising remains one of the least understood cultural values, perhaps because of its complexity and its taken-for-grantedness. Using a sample of magazine ads, this study adds to the existing knowledge and provides new insights into 5 time categories: limited time, marking time, more time, planning time, and oriented time. Examples and frequencies of time categories are provided with an analysis of use across product categories. The study also provides insights into how advertising as a cultural product sends “unintended” messages about cultural values. Despite the availability of alternative time concepts, the time categories observed in this study exclusively support the monochronic culture (Hall, 1983), making it appear as the only time system available.
Recommended Citation
Wolburg, Joyce M., "Preserving the Moment, Commodifying Time, and Improving Upon the Past: Insights Into the Depiction of Time in American Advertising" (2001). College of Communication Faculty Research and Publications. 364.
https://epublications.marquette.edu/comm_fac/364
Comments
Journal of Communication, Vol. 51, No. 4 (December 2001): 696-719. DOI.