Journal of Advertising articles from December 1999

Journal of Advertising archives from December 1999

From the Editor.
December 22, 1999... This issue marks the last issue in my first year as editor of the Journal of Advertising. It was a year in which I think there were some positive developments as well as a few negative ones. I wanted to share my view of the Journal with you...

The Message is in the Metaphor: Assessing the Comprehension of Metaphors in Advertisements.
December 22, 1999... Although metaphors are used by advertising creators to convey brand meaning and enhance brand information processing, little is understood with regard to consumers' comprehension of intended meaning. This research contributes to this body of...

The Sleeper Effect and Negative Political Advertising.
December 22, 1999... The sleeper effect phenomenon is examined to explain how the impact of negative political advertising persists--and even increases--over time. Using a true experimental design with attack and defensive message treatments, adult subjects were...

When can Affective Conditioning and Mere Exposure Directly Influence Brand Choice?
December 22, 1999... The purpose of this research is to identify the circumstances, if any, in which affective conditioning (AC) and mere exposure (ME) based advertising strategies can directly influence brand choice. In an experimental setting, affective...

Building Brand Image Through Event Sponsorship: The Role of Image Transfer.
December 22, 1999... Past sponsorship research has primarily focused on awareness building strategies, and has virtually ignored brand image issues. As a result, little guidance is available for firms that seek to use sponsorship opportunities to aid in brand...

Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television Commercials.
December 22, 1999... This study develops a cross-cultural content analysis framework to examine underlying cultural dimensions: individualism/collectivism, time orientation, relationship with nature, and contextuality. Most cross-cultural content analyses have...

Examining the Longevity of New Agency Accounts: A Comparative Study of U.S. and U.K. Advertising Experiences.
December 22, 1999... Since the typical account longevity is short, agencies should anticipate their likelihood of loss, seek to forestall and invest in their client relationships. A model is proposed for examining account lifetimes, which can offer guidance on the...