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. Proceedings of the 33rd Conference of the International Group for the Psychology of Mathematics Education: In Search for Theories in Mathematics Education. 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. ISBN 9789602436523. [Conference or Workshop Item]
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Abstract
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) |
|---|---|
| Research Areas: | A. > School of Science and Technology |
| Item ID: | 7695 |
| Notes on copyright: | Copyright belongs to authors (18/4/11) |
| Useful Links: | |
| Depositing User: | Repository team |
| Date Deposited: | 15 Apr 2011 10:41 |
| Last Modified: | 30 Nov 2022 01:32 |
| URI: | https://eprints.mdx.ac.uk/id/eprint/7695 |
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