Equations in a consumer culture: mathematical images in advertising

Evans, Jeff, Tsatsaroni, Anna and Czarnecka, Barbara (2009) Equations in a consumer culture: mathematical images in advertising. Tzekaki, Maianna, Kaldrimidou, Maria and Sakonidis, Haralambos, eds. In: 33rd Conference of the International Group for the Psychology of Mathematics Education: In Search for Theories in Mathematics Education, 19-24 Jul 2009, Thessaloniki, Greece.

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Affect energises the learning and use of mathematics; a key influence comes from the images of mathematics available in society. We sought advertisements containing such ‘images’ (e.g. mathematical expressions, equations or graphs) in 1600 editions of UK newspapers, over two recent three-month periods. We found that 4.7% of editions included a ‘mathematical’ advert, compared with 1.7% found in the pilot for 1994-2003. This supports the idea that mathematical images are being used more in advertising, paralleling the increase observed anecdotally in films. The incidence
varied from 8.2% among the ‘quality’ papers, to 2.3% in mid-market, to 0.6% among
the ‘populars’, suggesting a correlation with the social class of the readership

Item Type: Conference or Workshop Item (Paper)
Editors: Tzekaki, Maianna and Kaldrimidou, Maria and Sakonidis, Haralambos
Research Areas: A. > School of Science and Technology
Item ID: 7695
Notes on copyright: Copyright belongs to authors (18/4/11)
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Depositing User: Repository team
Date Deposited: 15 Apr 2011 10:41
Last Modified: 03 Apr 2019 21:54
ISBN: 9789602436523
URI: https://eprints.mdx.ac.uk/id/eprint/7695

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