TY - JOUR
T1 - Definitional issues related to using the seven sins and seven virtues as a model for advertising analysis
AU - Caywood, Clarke L.
AU - Langrehr, Frederick W.
PY - 1990/3
Y1 - 1990/3
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=70449697816&partnerID=8YFLogxK
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U2 - 10.1080/01633392.1990.10504943
DO - 10.1080/01633392.1990.10504943
M3 - Article
AN - SCOPUS:70449697816
SN - 0163-3392
VL - 12
SP - 43
EP - 62
JO - Current Issues and Research in Advertising
JF - Current Issues and Research in Advertising
IS - 1-2
ER -