Date of Award

Fall 12-2015

Degree Type

Honors College Thesis


Mass Communication and Journalism

First Advisor

Fei Xue

Advisor Department

Mass Communication and Journalism


This thesis consists of a quantitative analysis with respect to black and white advertising in select women’s fashion magazines. There were five research questions outlined.

A code sheet was created to obtain data with regard to factors including: number of black and white and total advertisements, product/service category, setting, advertisement size, percent of black and white of the ad, position, product/user, black and white visual and verbal (words/ information), emotional/intellectual appeal. This allowed the research questions to be answered. A qualitative analysis was also performed on repeat advertisements for products that used both color and black and white advertising with regard to the theme, setting, and format. The results indicated that black and white advertising was a small (less than 10%) but consistent part of overall advertising in women’s fashion magazines. However, the largest amount of black and white advertising came disproportionately from only two product/service categories, beauty/personal care and clothing/accessories.

Included in

Marketing Commons