Advertising Information and Communication Technologies Over Time: An Analysis of Text and Visual Complexity

8 Pages Posted: 11 Oct 2021

See all articles by Gehrmann Leonie

Gehrmann Leonie

University of Mannheim

Stefan Kluge

University of Mannheim

Andreas Bayerl

University of Mannheim

Florian Stahl

Mannheim Business School

Merlin Knäble

Karlsruhe Institute of Technology

Alexander Maedche

Karlsruhe Institute of Technology

Date Written: June 15, 2021

Abstract

In this paper we study how Information and Communication Technologies (ICTs) have been advertised over time. More specifically, our research objective is to explore and reveal how ICT advertisements have changed over the last 121 years, adapting ad technologies and content to diffuse innovations from niche into mainstream markets. We do so by using machine learning approaches to identify relevant ICT advertisements in a data set of historical print ads ranging until 2014. We find that first, the diffusion of different ICTs in advertising differs. For example, while the fax was heavily advertised during a short period of time, the typewriter or TV were advertised for a prolonged time. Second, we show that ICTs tend to be characterized by relatively complex advertisements, with content-rich images and more words. This is especially true in the beginning of the product lifecycle of new innovative ICTs but less so towards the end.

Keywords: ICT, print advertisements, complexity

Suggested Citation

Leonie, Gehrmann and Kluge, Stefan and Bayerl, Andreas and Stahl, Florian and Knäble, Merlin and Maedche, Alexander, Advertising Information and Communication Technologies Over Time: An Analysis of Text and Visual Complexity (June 15, 2021). Available at SSRN: https://ssrn.com/abstract=3938150 or http://dx.doi.org/10.2139/ssrn.3938150

Gehrmann Leonie (Contact Author)

University of Mannheim ( email )

L 7, 3-5
Mannheim, 68161
Germany

Stefan Kluge

University of Mannheim ( email )

L 7, 3-5
Mannheim, 68161
Germany

Andreas Bayerl

University of Mannheim ( email )

L 7, 3-5
Mannheim, 68161
Germany

Florian Stahl

Mannheim Business School ( email )

L 5, 2
Mannheim, 68131
Germany
+496211811563 (Phone)

HOME PAGE: http://quantmarketing.bwl.uni-mannheim.de/

Merlin Knäble

Karlsruhe Institute of Technology ( email )

Kaiserstraße 12
Karlsruhe, Baden Württemberg 76131
Germany

Alexander Maedche

Karlsruhe Institute of Technology ( email )

Kaiserstraße 12
Karlsruhe, Baden Württemberg 76131
Germany

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