Socio-Cognitive and Behavioral Approach in Historical Advertising: Contribution of the Variable Importance of Cleanliness

The chronological order and analysis of Greek print detergent advertisements in this article, aims to provide an elaborate model of observation of detergent advertisements and, in particular, their displacements in the period between 1902 and 2019. The empirical material of the study is composed of 300 detergent advertisements based on their use. The chronological tracking of advertisements is intended to capture the shifting of detergent products and, consequently, changes in our perception of cleanliness. The collected data of Advertisements are analyzed and transformed to assume suitable form for the execution of the respective machine-learning algorithms provided by the Google Vision API that detect objects and faces, read printed and handwritten text and build valuable metadata for further data analysis.