The Cow,the Cook,and the Quaker: Fifty Years of Spokes-Character Advertising

Abstract

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