Date of Award

Spring 1968

Document Type



Business, Accounting & Economics

First Advisor

Ernest Bacon

Second Advisor

H. N. Larsen

Third Advisor

Rev. J. Eugene Peoples


In the field of advertising much emphasis is being placed upon motivational research and consumer psychology. Marshall McLuhan tells us that the medium is the message. It is not what is said, but how it is said. This thesis deals with how the message is pragmatically stated in the medium of magazines. It attempts to display how the message is constructed in accordance with the image and framework of a particular magazine. In a sense the message is going through the magazine to the ultimate consumer. I hope to show in this work that a magazine does influence an advertisement in its make-up and layout, I hope to emphasize the point that the magazine as well as the message is an important aspect of magazine advertising.