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Marketing Letters

, Volume 7, Issue 1, pp 63–75 | Cite as

Computer-aided content analysis: What do 240 advertising slogans have in common?

  • Grahame R. Dowling
  • Boris Kabanoff
Article

Abstract

This paper uses the technique of computer-aided text analysis to evaluate the meanings of 240 advertising slogans. Content analysis performed by a computer is more reliable and less tedious than that performed by human coders. We analyze the content of the slogans and assume this reflects what the advertiser thinks that he or she said. One large group of equivocal slogans and four other more distinct groups are found.

Key words

computer-aided content analysis advertising slogans 

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Copyright information

© Kluwer Academic Publishers 1996

Authors and Affiliations

  • Grahame R. Dowling
    • 1
  • Boris Kabanoff
    • 2
  1. 1.Australian Graduate School of ManagementUniversity of New South WalesSydneyAustralia
  2. 2.Australian Graduate School of ManagementUniversity of New South WalesSydneyAustralia

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