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Abstract
This study uses content analysis methodology to investigate the presence of leisure themes in over 500 international print advertisements. The incidence of six leisure dimensions is assessed: intrinsic satisfaction, perceived freedom, arousal, mastery, involvement and spontaneity. Leisure themes were found to be widespread, as 84% of the advertisements sampled contained at least one leisure dimension. Arousal appeared in some 56% of the advertisements, spontaneity in only 18% and the others in approximately 25%.