The School of Thinking and Feeling

The Class of Love

2010-11

 
 

Art of Love

Kate Hollett

Head of Class


Johanna Gunther

Resident of Love


Interns of Love


Simon

Feyzan

Linda

Egor

Theodora

Leonie

Judith

Matthias

Andrea

Erika

Michael

Corinna

Lisa-Christin

Madlen

Astrid

Severin

Ann-Kathrin

Jasmin

Janick

Sven

Pia

Jelena

Philipp

Lea

Torsten

Sonja


Sharing Love...

Painting by: Robert Indiana

What ad(d)s to Love?!

How do advertisements affect our image of love?

- Corinna


In order to answer this question I want to research different types of media, as print, TV, radio, etc. for advertisements that use love to sell a product. Furthermore, I want to examine the different commercials referring to their influence on the image of love in the society.


My hypothesis would therefore be, that all kinds of companies make use of the topic love in advertisements to sell their products, what in reverse changes people’s mental attitude towards love.


To test this I will consider the history of commercials and the changes in the attitude towards love in this time. Moreover, I want to look at current newspapers, magazines and TV advertisements and analyze some examples. Another interesting topic would be to look at whether there are different images concerning love between the industries. For example a more erotic usage of love in the cigarette industry and a more romantic usage for perfume. This could also depend on certain target groups the companies want to reach.




My background knowledge would be based on the existing research on advertising, like ‘Effective television advertising: a study of 1000 commercials’ by David W. Stewart and David H. Furse or ‘Sex in consumer culture: the erotic content of media and marketing’ by Tom Reichert and Jaqueline Lambiase. I also want to base my research on psychology as this science can tell us a lot about what commercials and the media in general provoke in human brains.


In addition, it would be interesting to focus on gender differences. For instance, using a more erotic kind of love when the target group is primarily male (e.g. cigarettes, beer or cars) and whether those stereotypes fit or should be reconsidered.


All in all, I hope to get a holistic picture of love in advertisements by using as many different types of media as possible. I do not want to predict a certain outcome as this might affect my research itself.