Open AccessEvolutionary Aesthetics and Print Advertising
Author(s) -
Kamil Łuczaj
Publication year - 2015
Publication title -
sage open
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.357
H-Index - 32
ISSN - 2158-2440
DOI - 10.1177/2158244015592165
Subject(s) - evolutionism , advertising , evolutionary theory , cultural capital , psychology , aesthetics , sociology , epistemology , art , social science , business , philosophy
The article analyzes the extent to which predictions based on thetheory of evolutionary aesthetics are utilized by the advertising industry. The purposeof a comprehensive content analysis of print advertising is to determine whether theitems indicated by evolutionists such as animals, flowers, certain types of landscapes,beautiful humans, and some colors are part of real advertising strategies. This articlehas shown that many evolutionary hypotheses (although not all of them) are supported byempirical data. Along with these hypotheses, some inferences from Bourdieu’s culturalcapital theory were tested. It turned out that advertising uses both biological schemataand cultural patterns to make an image more likable