Journal of Advertising articles from December 2002

Journal of Advertising archives from December 2002

A glance backward and the view ahead. (From the Editor).(Editorial)
December 22, 2002... Four years have flown by, and this is now my final "From the Editor" column. My time as editor of JA has been both enjoyable and rewarding. I offer my sincere thanks to everyone who provided help, guidance, patience, effort, and insight during...

The development, change, and transformation of rhetorical style in magazine advertisements 1954-1999.
December 22, 2002... Looking at ads in an issue of Good Housekeeping from 1954, a reader is struck by the unfamiliar images and odd turns of phrase. For example, an ad for carpets shows a fashionable woman draped in a rug while proclaiming, "A carpet beautiful...

Understanding program-induced mood effects: decoupling arousal from valence.
December 22, 2002... Considerable research has examined the effect of program-induced moods on consumer's processing of information from ads (e.g., Aylesworth and MacKenzie 1998; Batra and Stayman 1990; Batra and Stephens 1994; Goldberg and Gorn 1987; Innes and...

The effects of magazine-induced psychological responses and thematic congruence on memory and attitude toward the ad in a real-life setting.
December 22, 2002... The importance of advertising context as a critical variable in explaining and predicting advertising effects has long been recognized by both advertising practitioners and academic researchers in the field of consumer psychology (e.g., Aaker...

Consumer response to a firm's endorser (dis)association decisions.
December 22, 2002... Celebrities are an important part of the North American consumer culture (O'Guinn 1991). Famous persons and entities have distinct images that can be transferred to associated brands (Langmeyer and Walker 1991; McCracken 1989; Simonin and Ruth...

What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness.
December 22, 2002... Everyone seems excited about the "interactive revolution" that is apparently upon us. In its May 31, 1993, issue, Newsweek proclaimed the virtues of an "interactive life" and explained how interactivity would change the way we "shop, play, and...

Peer evaluation and readership of influential contributions to the advertising literature.
December 22, 2002... As modern advertising evolved over the past century, an army of scholars contributed to its intellectual growth as a professional discipline and domain for applied and theoretical research. Researchers have paused, on occasion, to take stock of...

Associating the corporation with a charitable event through sponsorship: measuring the effects on corporate community relations.(Abstract)
December 22, 2002... Introduction It is not uncommon for businesses to sponsor events that benefit local charities and service organizations. For example, many businesses sponsor the local Special Olympics, an event that encourages the participation of the...