Journal of Advertising articles from January 1989

Journal of Advertising archives from January 1989

On the nature of physicians' opposition to advertising.
January 1, 1989... On the Nature of Physicians' Opposition to Advertising This paper investigates the nature of physicians' opposition to advertising through the analysis of the attitudes, perceptions and behavior of respondents to a recent survey of Pennsylvania...

The durability of informational signals and the content of advertising.
January 1, 1989... The Durability of Informational Signals and the Content of Advertising The value of information conveyed from seller to buyer via advertising decaysover time and across space. In consequence, the supply of advertising as specific, identifiable...

Hispanics and blacks in television commercials.
January 1, 1989... Hispanics and Blacks in Television Commercials Although there are studies of the portrayal of blacks in magazine ads and television commercials, information regarding Hispanic portrayals in this regard is quite limited. This paper uses content...

The dimensionality of beliefs toward advertising in general.
January 1, 1989... The Dimensionality of Beliefs Toward Advertising in General The purpose of the present study is to investigate several key research issues associated with beliefs toward advertising in general. Specifically, the study examines: the predicted...

Typology of main message strategies for television commercials.
January 1, 1989... Typology of Main Message Strategies for Television Commercials A number of classification schemes have been developed to aid researchers, practitioners, and educators in identifying various types of message strategies employed in the...