Journal of Advertising articles from December 1992

Journal of Advertising archives from December 1992

Advertising pressures on newspapers: a survey.
December 1, 1992... Lawrence C. Soley is the Gertrude and Cyril Colnik Professor of Communication at Marquette University. He received his Ph.D. from Michigan State University. Robert L. Craig is a Visiting Fellow in Media Studies at the University of Ulster at...

Historical and personal nostalgia in advertising text: the Fin de siecle effect.
December 1, 1992... Barbara B. Stern (Ph.D., City University of New York) is Associate Professor of Marketing, Rutgers, The State University of New Jersey, Newark Campus. She thanks the Rutgers University Research Council for grant assistance. Special thanks go to...

The beauty match-up hypothesis: congruence between types of beauty and product images in advertising.
December 1, 1992... Michael Solomon is Associate Professor and Chairman, Department of Marketing at Rutgers University Richard Ashmore is Professor of Psychology at Rutgers University Laura Longo is a doctoral student in the Department of Psychology at Rutgers...

The impact of humor in advertising: a review.
December 1, 1992... ----- and Harlan E. Spotts (1989), "Humor in U.S. Versus U.K. TV Advertising," Journal of Advertising, 18 (2), 39-44. ----- and ----- (1992), "Differences in British and American Television and Magazine Advertising: Myth or Reality,"...

Differences between American and British television advertising: explanations and implications.
December 1, 1992... Introduction Americans watching British television commercials must be aware that the British approach to television advertising is different from that generally found in the United States. Recent research has drawn attention specifically to...

A comparison of print advertisements from the United States and France.
December 1, 1992... Introduction There is an increasing desire among marketers to utilize similar advertising campaigns throughout the world. Among the benefits of such a uniform approach, two of the most frequently mentioned are savings in costs and the ability...

Mental imagery and sound effects in radio commercials.
December 1, 1992... Introduction The study of mental imagery has received widespread attention in recent years. In advertising contexts, attention has focused on the effects of imaging generated by visual cues, such as photographs or drawings contained in print...