Journal of Advertising articles

Recent articles from Journal of Advertising

Imagery Fluency and Narrative Advertising Effects
January 1, 2013... Google's "Parisian Love" commercial reveals the typed entries of a protagonist, who searches the website initially for "study abroad opportunities." From his entries and their chronological order, the audience can discern that he goes to Paris, meets a Parisian woman, falls in love, maintains a...

Advertiser Risk Taking, Campaign Originality, and Campaign Performance
January 1, 2013... Creativity is a key success factor in advertising. Marketers rely on creative advertising to differentiate their products and push their messages through (El-Murad and West 2004), while the advertising industry regards creativity as a core competency (Nyilasy and Reid 2009). Consequently,...

Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement
January 1, 2013... An advertisement for an aquarium promoting frog conservation reads, "If frogs go extinct, you'll notice." The accompanying image shows a woman nonchalantly cooking in her kitchen, covered with hundreds of spiders. What is unique about this ad is that even though it exemplifies threat...

The Role of Geography of Self in "Filling In" Brand Personality Traits: Consumer Inference of Unobservable Attributes
January 1, 2013... It is well documented that advertising is heavily used in creating brand personalities (Aaker, Fournier, and Brasel 2004; Swaminathan, Stilley, and Ahluwalia 2009). The literature is abundant with studies documenting how salient, directly observable ad elements, such as pictures, metaphors,...

The Prevalence of and Consumer Response to Foreign and Domestic Brand Placement in Bollywood Movies
January 1, 2013... A parrot named Prada (Housefull, 2010). A dog named Face-book (Golmaal 3, 2010). Audi executives tweeting about the brand's leading role in Bodyguard (2011; Sauer 2011). Foreign (nonlocal; Batra et al. 2000) brands placed in these contemporary Bollywood films reflect the globalization forces...