The cow, the cook, and the quaker: Fifty years of spokes-character advertising

This study explores, how spokes-characters in print ads have, changed over time from the 1950s to the present. A content an analysis of spokes-charact er ads in one men's and one women's magazine shows that spokes-character ad vertising is an important communication tool directed nr both male and fema le audiences. Contrary to previous speculation, the use of spokes-character s in magazine ads dots not appears to be increasing. Spokes-character ad st yles have changed over time but no increase in female or non-white characte rs seems to have occurred since the 1950s. Differences between the types of spokes-characters used to appeal to male and female audiences are noted .