Advertiser Portrayal of Consumer Time in the Late 20Th Century U.S.: an Update

Barbara L. Gross, California State University Northridge
ABSTRACT - The study extends previous work by Gross and Sheth (1989), providing evidence of continued U.S. advertiser emphasis on time-oriented advertising appeals. Additionally, the specific character of time-oriented appeals has changed consistent with recent societal developments. In addition to themes such as Afast to use,@ Asaves time,@ Aportrays the consumer as busy,@ and Aspecifies amount of time required,@ recent advertising sometimes attempts to reflect consumer desire to achieve Abalanced use of time@ and Areprieve from a time-oriented lifestyle.@
[ to cite ]:
Barbara L. Gross (2004) ,"Advertiser Portrayal of Consumer Time in the Late 20Th Century U.S.: an Update", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 639-645.