The purpose of this study was to examine the claimed racism and lack of transformation in the advertising, marketing and communications industry based on the plenary hearings that were held in parliament in November 2001 to October 2004. The main aims of this dissertation included the exploration of national media communications industry paths in respect of the transformation agenda and the provision of systematic analysis for a smooth transition to real transformation. This study could therefore be classified as being located within the interpretive school of social science (Silverman, 1993), and a mixture of methodologies was appropriate. Using a multiple case study approach, this dissertation particularly focuses on the alleged resistance of this industry to transformation, which sparked the journalists, media owners, the government and non- government organisations to set their focus on how the communications industry conducted their business. The Department of Communications and the Government Communication and Information System (both determined to be catalysts and not meddlers) took the initiative to establish a task force to put together an Indaba of all interested parties and anyone who had even the most remote interest in the issue regarding the claims that the industry was still immersed in the old apartheid mentality. The South African media and communications industry is a world-class industry. In the context of a global industry of over $300 billion in which the USA accounts for 42%, Japan for 11%, UK for 4.5% and SA for 0.3%, SA has distinguished itself when it comes to measuring its creative product against its global peers. In the four major international advertising festivals, SA is invariably in the top 10 best performing countries in the world (Ikalafeng & Warsop, 2002). It was therefore imperative to investigate such claims because it appeared as if the industry was diverting from the national agenda of transformation. Data was collected from three sources (policy documents, expert interviews and industry case studies) using two main tools. These were the face-to-face interviews and web-data mining. The data collected assisted in drawing the conclusions and to form both inductive and deductive reasoning about the research subject. As this study locates the issue of transformation within the corporate social investment (CSI) framework the researcher also had to put the two (transformation and corporate citizenship) in context. By gathering available primary and secondary data this dissertation therefore tries to find answers empirically to explore the issue of perceived or actual lack of transformation in media and how these impact on the individual and organisations. The findings are consistent with other research showing that even though significant strides have been made there is still a long way to go before we can truly claim that the industry is truly representative of the South African demographics. / Thesis (M.Com.)-University of KwaZulu-Natal, Westville, 2010.

Thesis (MPhil)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: The Olympic games as world known sports event has been used in many advertisements by companies to sell their products. Many South Africans are motivated through effective marketing to buy a certain product or have a positive attitude towards a certain company, for the pure reason that the marketing campaign had the Olympic games as theme. I looked into this interesting phenomenon! / AFRIKAANSE OPSOMMING: Die Olimpiese Spele as bekende gebeurtenis is in talle oorredingstekste, spesifiek advertensies, om hul produkte meer markbaar te maak. Talle Suid-Afrikaners word oorreed/aangespoor en as't ware geflous om iets te koop often gunste van 'n sekere maatskappy te wees slegs omdat sy/haar bemarking reg is. Ek doen ondersoek hierin en kyk na die interessante aspek van 'n bekende sportbyeenkoms (soos die Olimpiese Spele) in advertensietekste.

by Chu Sheng Hua. / Thesis submitted in: December 2000. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 126-134). / Abstracts in English and Chinese. / "List of Map, Tables and Figures" / Chapter Chapter 1 --- Consumption: The Prism of Contemporary China / Chapter I. --- Introduction: Consumption in China --- p.1 / Chapter II. --- Material Conditions under Communist China --- p.3 / Chapter III --- . The Advent into a Consumer Society --- p.4 / Chapter ■ --- Increase in the Level of Affluence / Chapter ■ --- De-regularisation of the Marketing System / Chapter ■ --- Emergence of a Capital Owning Class / Chapter ■ --- Explosion of Consumption Information / Chapter ■ --- Change in Consumption Structures --- p.11 / Chapter IV. --- Guangzhou: Center of Consumption / Chapter ■ --- Location / Chapter ■ --- One Step Ahead --- p.15 / Chapter V. --- Objectives of Study --- p.17 / Chapter VI. --- Organisation of Thesis / Chapter Chapter 2 --- Sociological Theorising of Consumption： Thematic Issues / Chapter I. --- The Acknowledgement of Consumption: From Production to Consumption --- p.19 / Chapter II. --- Consumption as Communication --- p.21 / Chapter III. --- Consumption as Distinction --- p.22 / Chapter ■ --- Veblen: Leisure Class and Conspicuous Consumption / Chapter ■ --- "Bourdieu: Habitus, Taste and Cultural Capital" / Chapter ■ --- Lamont: Symbolic Boundaries / Chapter IV. --- Consumption as Pleasure and Play --- p.27 / Chapter V. --- "Consumption, Advertising and the Symbolic" --- p.28 / Chapter ■ --- Postmodernism and Baudrillard / Chapter ■ --- Consumption and the Symbolic: Theorising Lifestyle / Chapter ■ --- The Polemics / Chapter Chapter 3 --- Research Design / Chapter I. --- Conducting China Studies --- p.32 / Chapter II. --- Data Sources --- p.32 / Chapter ■ --- The Unobtrusive Method / Chapter ■ --- Sources of Data / Chapter III. --- Data Analysis --- p.35 / Chapter ■ --- Content Analysis / Chapter ■ --- Semiotic Analysis / Chapter ■ --- Symbolic Reality and Objective Reality / Chapter IV. --- Data Sampling --- p.39 / Chapter V. --- Analysing Advertisements --- p.42 / Chapter ■ --- Advertising Categories / Chapter ■ --- Advertising Formats / Chapter ■ --- Covert Advertisements / Chapter Chapter 4 --- "Advertising, Consumption and the New Middle Class" / Chapter I. --- The Re-birth of Advertising in China --- p.47 / Chapter ■ --- From Political to Marketing Tool / Chapter ■ --- Advertising Boom / Chapter II. --- A New World of Goods and Dreams --- p.49 / Chapter ■ --- Forms and Contents of Advertisements: From Product-oriented to Consumer-oriented / Chapter ■ --- Ownership of Goods / Chapter III. --- Market Segmentation: Locating the Middle Class and Their Consumption Patterns / Chapter ■ --- Market Segmentation and the New Middle Class / Chapter ■ --- Economic Capital and Consumption Patterns / Chapter ■ --- Cultural Capital and Taste / Chapter ■ --- Advertising and Consumption Categories / Chapter Chapter 5 --- Cultivating Differences I： Constructing the Ideal Home / Chapter I. --- Housing Reform and Rising Demand for Commodity Housing --- p.66 / Chapter II. --- Housing Advertisements --- p.68 / Chapter III. --- Advertising Themes: Alluding to the Middle Class Aspirations --- p.70 / Chapter ■ --- Establishing Class and Status Distinction / Chapter ■ --- Emphasis on Superiority/Luxury / Chapter ■ --- Desire of Naturalism / Chapter ■ --- Sports-oriented and Health-conscious / Chapter ■ --- Foreign Lifestyle / Chapter ■ --- Cultural Taste / Chapter ■ --- Education and Learning / Chapter IV. --- Ownership of Lifestyle --- p.84 / Chapter Chapter 6 --- Cultivating Differences II： Consuming Technologies / Chapter I. --- Modernisation and Good Life --- p.87 / Chapter II. --- The Modern Home Electrification --- p.89 / Chapter ■ --- Wither Tidal Wave Consumption? / Chapter ■ --- The Making of a Modern Home / Chapter III. --- Deciphering Information and Communication Technologies --- p.93 / Chapter ■ --- The Latest Gadgets / Chapter ■ --- Fashionable Lifestyle and Aesthetic Qualities / Chapter IV. --- Private Cars: Riding on the Tide of Consumerism --- p.99 / Chapter ■ --- Car Ownership / Chapter ■ --- Who are the Owners? / Chapter ■ --- Status Symbols / Chapter ■ --- Car as Person: Intelligent but Reserved / Chapter ■ --- Desire for Freedom and Touristic Experience / Chapter Chapter 7 --- Conclusion： Beyond Consumption / Chapter I. --- "Consumption, Advertising and Beyond" --- p.106 / Chapter II. --- Social Stratification and the Cultivation of Differences: Towards the Construction and Pursuit of a Middle Class Way of Life --- p.109 / Chapter III. --- New Sensibilities & Outlook --- p.111 / Chapter ■ --- "Stylisation, Aestheticisation and the Cultivation of a Lifestyle" / Chapter ■ --- Cultural Refinement and Sophistication / Chapter ■ --- Cosmopolitanism / Chapter IV. --- The Politics of Consumption --- p.116 / Chapter V. --- Consumption with Chinese Characteristics --- p.119 / Chapter VI. --- Suggestions for Future Studies --- p.122 / Bibliography --- p.126

Advertising, which is an important sales tool for brands to the masses, may produce lasting impressions of a company and its products. These impressions rely on a consistent message over time to maintain a brand's image. This study examines how Ralph Lauren's advertising images have changed from a country club lifestyle image to urban/hip. In addition, the study examines the increased use of nudity and sexual imagery in Lauren's advertising. The findings were obtained by content analyzing all Ralph Lauren advertisements appearing in Gentlemen's Quarterly magazine from 1980 to 2000 (N=283). The study finds that Ralph Lauren lifestyle images have become more urban/hip, and that Lauren's advertising is utilizing more nudity, sexual interaction, and homoerotic imagery. By examining Ralph Lauren's shifting brand image via its advertising, this study contributes to a greater understanding of the connection between advertising and a company's brand image.

Social phenomena have been studied extensively in small scales by social scientists. With the increasing popularity of Web 2.0 and online social networks/media, a large amount of data on social phenomena have become available. In this dissertation we study online social phenomena such as social influence in social networks in various contexts. This dissertation has two major components: 1. Identifying and characterizing online social phenomena 2. Leveraging online social phenomena for economic and commercial purposes. We begin the dissertation by developing multi-level revenue sharing schemes for viral marketing on social networks. Viral marketing leverages social influence among users of the social network. For our proposed models, we develop results on the computational complexity, individual rationality, and potential reach of employing the Shapley value as a revenue sharing scheme. Our results indicate that under the multi-level tree-based propagation model, the Shapley value is a promising scheme for revenue sharing, whereas under other models there are computational or incentive compatibility issues that remain open. We continue with another application of social influence: social advertising. Social advertising is a new paradigm that is utilized by online social networks. Social advertising is based in the premise that social influence can be leveraged to place ads more efficiently. The goal of our work is to understand how social ads can affect click-through rates in social networks. We propose a formal model for social ads in the context of display advertising. In our model, ads are shown to users one after the other. The probability of a user clicking an ad depends on the users who have clicked this ad so far. This information is presented to users as a social cue, thus the click probability is a function of this cue. We introduce the social display optimization problem: suppose an advertiser has a contract with a publisher for showing some number (say B) impressions of an ad. What strategy should the publisher use to show these ads so as to maximize the expected number of clicks? We show hardness results for this problem and in light of the general hardness results, we develop heuristic algorithms and compare them to natural baseline ones. We then study distributed content curation on the Web. In recent years readers have turned to the social web to consume content. In other words, they rely on their social network to curate content for them as opposed to the more traditional way of relying on news editors for this purpose -- this is an implicit consequence of social influence as well. We study how efficient this is for users with limited budgets of attention. We model distributed content curation as a reader-publisher game and show various results. Our results imply that in the complete information setting, when publishers maximize their utility selfishly, distributed content curation reaches an equilibrium which is efficient, that is, the social welfare is a constant factor of that under an optimal centralized curation. Next, we initiate the study of an exchange market problem without money that is a natural generalization of the well-studied kidney exchange problem. From the practical point of view, the problem is motivated by barter websites on the Internet, e.g., swap.com, and u-exchange.com. In this problem, the users of the social network wish to exchange items with each other. A mechanism specifies for each user a set of items that she gives away, and a set of items that she receives. Consider a set of agents where each agent has some items to offer, and wishes to receive some items from other agents. Each agent would like to receive as many items as possible from the items that she wishes, that is, her utility is equal to the number of items that she receives and wishes. However, she will have a large dis-utility if she gives away more items than what she receives, because she considers such a trade to be unfair. To ensure voluntary participation (also known as individual rationality), we require the mechanism to avoid this. We consider different variants of this problem: with and without a constraint on the length of the exchange cycles and show different results including their truthfulness and individual rationality. In the other main component of this thesis, we study and characterize two other social phenomena: 1. friends vs. the crowd and 2. altruism vs. reciprocity in social networks. More specifically, we study how a social network user's actions are influenced by her friends vs. the crowd's opinion. For example, in social rating websites where both ratings from friends and average ratings from everyone is available, we study how similar one's ratings are to each other. In the next part, we aim to analyze the motivations behind users' actions on online social media over an extended period of time. We look specifically at users' likes, comments and favorite markings on their friends' posts and photos. Most theories of why people exhibit prosocial behavior isolate two distinct motivations: Altruism and reciprocity. In our work, we focus on identifying the underlying motivations behind users' prosocial giving on social media. In particular, our goal is to identify if the motivation is altruism or reciprocity. For that purpose, we study two datasets of sequence of users' actions on social media: a dataset of wall posts by users of Facebook.com, and another dataset of favorite markings by users of Flickr.com. We study the sequence of users' actions in these datasets and provide several observations on patterns related to their prosocial giving behavior.

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Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers’ minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers. The rapid growth of E-WOM is an indication of consumers’ increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer’s website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional sub-dimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of e-servicescape, i.e., interactivity and ease of payment. These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers’ perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers’ trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM.

by Chong Lai-Yin, Ho Lai-Wai Thomas Leo, Lee Ching-Lum Bianca. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2003. / Includes bibliographical references (leaves 140-141). / Questionnaire in Chinese. / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER 1 --- INTRODUCTION --- p.1 / Chapter 1.1. --- Rationale of Study --- p.1 / Chapter 1.2. --- Research Objectives --- p.6 / Chapter 1.3. --- Research Scope --- p.7 / Chapter 1.3.1. --- Study Focus --- p.7 / Chapter 1.3.2. --- Advertising Media --- p.8 / Chapter CHAPTER 2 --- LITERATURE REVIEW --- p.9 / Chapter 2.1. --- Gender Stereotype --- p.9 / Chapter 2.2. --- Sexual Content in Advertising --- p.14 / Chapter 2.3. --- Chinese Culture --- p.16 / Chapter 2.4. --- Attitude towards Sex of Hong Kong People --- p.17 / Chapter 2.5. --- Advertising Effectiveness --- p.20 / Chapter CHAPTER 3 --- METHODOLOGY --- p.22 / Chapter 3.1 --- Hypotheses --- p.22 / Chapter 3.2 --- Definition --- p.23 / Chapter 3.3 --- Research Methods --- p.24 / Chapter 3.3.1. --- Part One: Content Analysis --- p.24 / Chapter 3.3.2. --- Part Two: Experiment Study --- p.26 / Chapter 3.3.2.1. --- Experiment Data Collection Method --- p.26 / Chapter 3.3.2.1.1. --- Experiment Objects --- p.26 / Chapter 3.3.2.1.2. --- Experiment Subjects --- p.28 / Chapter 3.3.2.1.3. --- Experiment Procedure --- p.28 / Chapter 3.3.2.1.4. --- Experiment Questionnaire Design --- p.29 / Chapter 3.3.2.2. --- Experiment Data Analysis Method --- p.30 / Chapter 3.3.2.2.1. --- General Brand Name Recall --- p.30 / Chapter 3.3.2.2.2. --- Sexual Appeal Ads Recall --- p.30 / Chapter 3.3.2.2.3. --- Gender Role Stereotyping Ads Recall --- p.31 / Chapter 3.3.3. --- Part Three: Survey --- p.31 / Chapter 3.3.3.1. --- Survey Data Collection Method --- p.31 / Chapter 3.3.3.1.1. --- Survey Objects --- p.31 / Chapter 3.3.3.1.2. --- Survey Population --- p.33 / Chapter 3.3.3.1.3. --- Survey Sampling Method --- p.33 / Chapter 3.3.3.1.4. --- Survey Sample Size --- p.33 / Chapter 3.3.3.1.5. --- Survey Procedure --- p.34 / Chapter 3.3.3.1.6. --- Survey Questionnaire Design --- p.34 / Chapter 3.3.3.2. --- Survey Data Analysis Method --- p.36 / Chapter 3.3.3.2.1. --- Sexual Appeal Ads --- p.36 / Chapter 3.3.3.2.2. --- Gender Role Stereotyping Ads --- p.36 / Chapter CHAPTER 4 --- CONTENT ANALYSIS RESULTS --- p.38 / Chapter 4.1. --- Gender Role Stereotyping --- p.39 / Chapter 4.1.1. --- The Family --- p.40 / Chapter 4.1.2. --- The Ritualization of Subordination --- p.41 / Chapter 4.2. --- Sexual Appeal --- p.42 / Chapter CHAPTER 5 --- EXPERIMENT RESULTS --- p.45 / Chapter 5.1. --- Respondent Profile --- p.45 / Chapter 5.1.1. --- Age --- p.45 / Chapter 5.1.2. --- Gender --- p.46 / Chapter 5.1.3. --- Education Level --- p.46 / Chapter 5.2. --- General Brand Name Recall --- p.47 / Chapter 5.2.1. --- Overall Recall --- p.47 / Chapter 5.2.2. --- First Recall --- p.49 / Chapter 5.3. --- Sexual Appeal Ads Recall --- p.51 / Chapter 5.3.1. --- Sexual Appeal and Non-Sexual Appeal Ads --- p.51 / Chapter 5.3.2. --- Sexual Appeal Ads Recall by Gender --- p.52 / Chapter 5.4. --- Gender Role Stereotyping Ads Recall --- p.53 / Chapter 5.4.1. --- Gender Role Stereotyping Ads and Non-Gender Role Stereotyping Ads --- p.53 / Chapter 5.4.2. --- Gender Role Stereotyping Ads Recall by Gender --- p.54 / Chapter CHAPTER 6 --- SURVEY RESULTS --- p.55 / Chapter 6.1. --- Respondent Profile --- p.55 / Chapter 6.1.1. --- Age --- p.55 / Chapter 6.1.2. --- Gender --- p.56 / Chapter 6.1.3. --- Education Level --- p.56 / Chapter 6.2. --- Sexual Appeal Ads --- p.57 / Chapter 6.2.1. --- Descriptions of Sexual Appeal Ads --- p.57 / Chapter 6.2.1.1. --- Overall Descriptions --- p.57 / Chapter 6.2.1.2. --- Descriptions by Gender --- p.57 / Chapter 6.2.2. --- Attitudes towards Sexual Appeal Ads --- p.58 / Chapter 6.2.2.1. --- Overall Attitudes --- p.58 / Chapter 6.2.2.2. --- Attitudes by Gender --- p.59 / Chapter 6.3. --- Gender Role Stereotyping Ads --- p.65 / Chapter 6.3.1. --- Descriptions of Gender Role Stereotyping Ads --- p.65 / Chapter 6.3.1.1. --- Overall Descriptions --- p.65 / Chapter 6.3.1.2. --- Descriptions by Gender --- p.65 / Chapter 6.3.2. --- Attitudes towards Gender Role Stereotyping Ads --- p.66 / Chapter 6.3.2.1. --- Overall Attitudes --- p.66 / Chapter 6.3.2.2. --- Attitudes by Gender --- p.66 / Chapter 6.4. --- Sexual Appeal and Gender Role Stereotyping Ads Comparison --- p.72 / Chapter 6.4.1. --- Descriptions of Ads --- p.72 / Chapter 6.4.2. --- Attitudes towards Ads --- p.73 / Chapter CHAPTER 7 --- DISCUSSION --- p.76 / Chapter 7.1. --- The Sample --- p.76 / Chapter 7.2. --- Product Recall --- p.77 / Chapter 7.2.1. --- Unaided Recall --- p.77 / Chapter 7.2.2. --- Recall vs. Gender --- p.78 / Chapter 7.2.3. --- Recall vs. Product --- p.79 / Chapter 7.3. --- Perceptions & Attitudes --- p.80 / Chapter 7.3.1. --- Sexual Appeal --- p.80 / Chapter 7.3.1.1. --- Ad-By-Ad Analysis --- p.81 / Chapter 7.3.1.1.1. --- Ad A1 --- p.81 / Chapter 7.3.1.1.2. --- Ad A2 --- p.82 / Chapter 7.3.1.1.3. --- Ad A3 --- p.82 / Chapter 7.3.1.1.4. --- Ad A4 --- p.83 / Chapter 7.3.2. --- Gender Stereotypes --- p.84 / Chapter 7.3.2.1. --- Ad-By-Ad Analysis --- p.86 / Chapter 7.3.2.1.1. --- Ad Bl --- p.86 / Chapter 7.3.2.1.2. --- Ad B2 --- p.87 / Chapter 7.3.2.1.3. --- Ad B3 --- p.88 / Chapter 7.3.2.1.4. --- Ad B4 --- p.88 / Chapter 7.4. --- Null Hypotheses Review --- p.89 / Chapter CHAPTER 8 --- LIMITATIONS --- p.91 / Chapter 8.1. --- Literature Research --- p.91 / Chapter 8.2. --- Print Analysis --- p.91 / Chapter 8.3. --- Sample & Representation --- p.92 / Chapter 8.4. --- Advertisement Recall & Perceptions Questionnaire --- p.92 / Chapter 8.5. --- Overall Representation --- p.93 / Chapter CHAPTER 9 --- CONCLUSION --- p.95 / Chapter CHAPTER 10 --- APPENDICES --- p.99 / Chapter 10.1. --- Appendix 1: Hong Kong Magazines 2000/2001 --- p.99 / Chapter 10.2. --- Appendix 2: Photos of Advertisements --- p.103 / Chapter 10.3. --- Appendix 3: Experiment Procedures --- p.117 / Chapter 10.4. --- Appendix 4: Experiment Questionnaire --- p.118 / Chapter 10.5. --- Appendix 5: Survey Questionnaire --- p.121 / Chapter 10.6. --- Appendix 6: Content Analysis Results --- p.123 / Chapter 10.7. --- Appendix 7: Advertisement Database --- p.126 / Chapter CHAPTER 11 --- BIBLIOGRAPHY --- p.140 / Chapter 11.1. --- Books --- p.140 / Chapter 11.2. --- Periodicals --- p.140 / Chapter 11.3. --- Websites --- p.141

Indiana University-Purdue University Indianapolis (IUPUI) / This study explores the intersection of the developments in the growing advertising, railroad, and automotive sectors of the U.S. economy. It examines the latter two sectors’ advertising to the elite by focusing on how industries that targeted the luxury market used fine art to emphasize and underscore the exceptionalism of that high-end market compared with the mass market. It does so by looking at the transition from using art as a decorative component unrelated to the product to using art specifically designed to advertise a product or experience. In the literature, advertising history has been delineated rather narrowly as the history of advertising to the mass consumer or as the history of advertising a specific type of product. This work broadens the focus in advertising history to show that luxury advertisers, as a sub-category of advertisers, developed particular advertising strategies, which recognized and exploited the relationship between their respective service or product, and a consciously selected audience for their respective advertisements. It shows that high art became a differentiating characteristic of advertising strategies aimed at the social elite market. This work also proposes the need for adding a specific timeline for the development of luxury advertising to the broad, more generally known outline of advertising history.