Definitional issues related to using the seven sins and seven virtues as a model for advertising analysis

Clarke L. Caywood, Frederick W. Langrehr

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


The question of whether advertising affects or reflects society's values has been hotly debated for decades. Recently some authors suggested that it is also necessary to analyze the positive and negative values portrayed in advertising. They proposed using the seven deadly sins and seven cardinal virtues as a model for this analysis. Before this analysis can be conducted, however, there are a number of definitional and methodological issues that must be addressed.

Original languageEnglish (US)
Pages (from-to)43-62
Number of pages20
JournalCurrent Issues and Research in Advertising
Issue number1-2
StatePublished - Mar 1990

ASJC Scopus subject areas

  • Marketing

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