Equations in a consumer culture: mathematical images in advertising

Conference paper

Evans, J., Tsatsaroni, A., Czarnecka, B. and International Group for the Psychology of Mathematics Education. 2009. Equations in a consumer culture: mathematical images in advertising. Tzekaki, M., Kaldrimidou, M. and Sakonidis, H. (ed.) 33rd Conference of the International Group for the Psychology of Mathematics Education: In Search for Theories in Mathematics Education. Thessaloniki, Greece 19 - 24 Jul 2009 Thessaloniki, Greece Aristotle University of Thessaloniki.
TypeConference paper
TitleEquations in a consumer culture: mathematical images in advertising
AuthorsEvans, J., Tsatsaroni, A., Czarnecka, B. and International Group for the Psychology of Mathematics Education.
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

Conference33rd Conference of the International Group for the Psychology of Mathematics Education: In Search for Theories in Mathematics Education
EditorsTzekaki, M., Kaldrimidou, M. and Sakonidis, H.
ISBN
Hardcover9789602436523
PublisherAristotle University of Thessaloniki
Place of publicationThessaloniki, Greece
Publication process dates
Deposited15 Apr 2011
Output statusPublished
Copyright Statement

Copyright belongs to authors (18/4/11)

LanguageEnglish
Book titleProceedings of the 33rd Conference of the International Group for the Psychology of Mathematics Education: In Search for Theories in Mathematics Education
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