Journal of Advertising articles from December 1996

Journal of Advertising archives from December 1996

Man to man: a content analysis of sole-male images in male-audience magazines.
December 22, 1996... Over the past 25 years, researchers in the social sciences have scrutinized role portrayals in magazine advertisements. Content analysts have given particular attention to the depiction of women in magazine advertisements (Belkaoui and...

Audience accumulation by television daypart allocation based on household-level viewing data.
December 22, 1996... Faced with fierce competition and shrinking advertising budgets, advertisers are acutely aware that their advertising messages must be delivered efficiently. They must understand the exposure pattern of their television campaigns if they are to...

Adolescent processing of social and physical threat communications.
December 22, 1996... Through the 1980s, drug use among teenagers declined steadily, but a recent upsurge in drug use is cause for alarm. Since 1992, marijuana use among eighth graders has quadrupled and the number of teenagers who have smoked marijuana at least...

Business advertising appeals as a mirror of cultural dimensions: a study of eleven countries.
December 22, 1996... The role of values in advertising has long been debated. Strong arguments have been made suggesting that advertising both reflects and influences cultural values. The question can be viewed as more than academic. If variation in advertising...

Modelling television viewing patterns.
December 22, 1996... Throughout the 1980s, United Kingdom (U.K.) advertiser supported broadcasters (the Independent Television [ITV] companies) had real revenue growth at rates greatly in excess of the real growth of Gross National Product (GNP). The growth in...