Journal of Advertising articles from January 1991

Journal of Advertising archives from January 1991

The role of consumer involvement in determining cognitive response to broadcast advertising.
January 1, 1991... This paper investigates the role of involvement in determining consumer response to radio and TV commercials. After reviewing relevant literature, a summary model that focuses on the amount and type of cognitive elaboration and subsequent...

Advocacy groups and television advertisers.
January 1, 1991... During the late 1980s, television came under increasing scrutiny and pressure from a variety of advocacy groups. These groups objected to television programs that contained sex or violence, endorsed "anti-family" values, or advocated a...

Rethinking the role of television advertising during health crises: a rhetorical analysis of the federal AIDS campaigns.
January 1, 1991... Information provided by television advertising is an important weapon in the fight against a new public health pandemic--AIDS. The authors assess the brief history of AIDS advertising through a rhetorical analysis of the 1987, and 1989 federal...

Comparative advertising effectiveness: the role of involvement and source credibility.
January 1, 1991... Comparative advertising is advocated as an effective method of communicating benefits of new brands (Droge and Darmon 1987; Murphy and Amundsen 1981). Although practitioners have shown increased interest in using comparative advertising...

Effects of disturbing televised events on the acquisition of information from subsequently presented commercials.
January 1, 1991... Male and Female respondents were exposed to a television news program containing commercials. Immediately following exposure to either an emotionally disturbing or an innocuous, affectively neutral news story, respondents watched a sequence of...

The effects of actors' race in commercial advertising: review and extension.
January 1, 1991... In the mid-1960s, advertisers faced a sensitive social and economic issue, the possibility of including black actors with white actors in commercial messages. This new form of promotion, called "integrated" advertising, became a societal...