The Oxford Biblical Studies Online and Oxford Islamic Studies Online have retired. Content you previously purchased on Oxford Biblical Studies Online or Oxford Islamic Studies Online has now moved to Oxford Reference, Oxford Handbooks Online, Oxford Scholarship Online, or What Everyone Needs to Know®. For information on how to continue to view articles visit the subscriber services page.

Related Content

More Like This

Show all results sharing this subject:

  • Media studies


Show Summary Details


advertising formats

Quick Reference

1. Widespread conventions of form and/or content that can be discerned in ads within a particular medium. Three key elements in ad formats are product, person, and setting. On television, the traditional format for selling domestic products to women is known within the industry as 2CK, or euphemistically as ‘two women in the kitchen’. Another way of categorizing formats identifies the primary focus of the ad: e.g. on product information, on symbolism, or on user gratifications (see also advertising appeals; demassification; lifestyle format; personalized format; product-information format; product-symbol format). In semiotics, the identification and analysis of such formats is part of the broader study of advertising codes and conventions.

2. In the buying of media space by advertisers, differentially priced options: e.g. in print publications, specific formats offered to advertisers by a magazine or newspaper—such as full-page, half-page and so on. See also media buying.

Subjects: Media studies

Reference entries