Advertising and changes in society 1950-1975

SND-ID: snd0090-1. Version: 1.0. DOI:

Associated documentation


Alternative title

Ideologi och retorik i populärpressannonser 1950-1975

Creator/Principal investigator(s)

Gunnar Andrén - Stockholm University, Centrum för masskommunikationsforskning

Kjell Nowak - Stockholm University, Centrum för masskommunikationsforskning

Research principal

Stockholm University - Centrum för masskommunikationsforskning rorId


This study is part of a research program about cultural indicators in Sweden, 'Kulturindikatorer: Svensk symbolmiljö 1945-1975'. Primarily the study is about the imagination of advertisements, but the study also deals with the interplay between the content of the advertisement and other parts of the world of ideas in society, and between the content of advertisement and the material development. The content analyse is divided into three parts; the description of people in advertisements (sex, age, occupation, relations, etc.); environments occurring in the advertisements; statements about the product, and rhetoric used to influence buying the product.

Data contains personal data



Method and outcome

Unit of analysis


Commercial advertisement covering at least 1/3 of a page in papers classified as popular for the years 1950-1975.

Time Method

Time period(s) investigated

1950-01-01 – 1975-12-31



Number of individuals/objects


Data format / data structure

Data collection
  • Mode of collection: Compilation/Synthesis
  • Time period(s) for data collection: 1976-01-01 – 1976-01-01
  • Data collector: Stockholm University, Centrum för masskommunikationsforskning
  • Source of the data: Communications: Public, Communications
Geographic coverage

Geographic spread

Geographic location: Sweden

Administrative information

Responsible department/unit

Centrum för masskommunikationsforskning


  • Funding agency: Bank of Sweden Tercentenary Foundation
Topic and keywords

Research area

Social sciences (Standard för svensk indelning av forskningsämnen 2011)

Public relations (CESSDA Topic Classification)

Gender and gender roles (CESSDA Topic Classification)


Nowak, K., & Andren, G. (1981) Reklam och samhällsförändring 1950-1975. Variation och konstans i svenska populärpressannonser 1950-1975. Kulturindikatorer Svensk symbolmiljö 1945-1975. Report no 3. Lund: Studentlitteratur. ISBN: 91-44-19551-6.
ISBN: 91-44-19551-6

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Published: 1996-11-22
Last updated: 2019-02-06