Journal of Advertising articles from June 1994

Journal of Advertising archives from June 1994

A revised communication model for advertising: multiple dimensions of the source, the message, and the recipient.
June 1, 1994... The purpose of this paper is to present a revised communication model that describes advertising by drawing upon its kinship with crafted text rather than with everyday speech. The model expands the traditioanl communication triad by inscribing...

The use of figures of speech in print ad headlines.
June 1, 1994... A content analysis of 2183 print ads with a headline was conducted to investigate the frequency with which figures of speech and figure categories are used in ad headlines and the extent to which selected executional factors relate to their...

The prisoners's dilemma and the role of information in setting advertising budgets.
June 1, 1994... Introduction Advertising budgeting continues to be a controversial topic. The recent switch in emphasis from advertising to promotion spending has had a major impact on the advertising industry and touched off a spirited debate on the...

Beauty before the eyes of beholders: the cultural encoding of beauty types in magazine advertising and music television. (includes appendices)
June 1, 1994... Although researchers have conceptualized beauty as unidimensional, modern-day cultural definitions of beauty are multidimensional. This paper focuses on two forms of mass media that play an important role in transmitting information about...

Increasing cognitive response sensitivity.
June 1, 1994... Traditional cognitive response elicitation procedures may not be sensitive enough to elicit the stylized and subtle thoughts that are generated during exposure to certain types of ads. When these types of thoughts are the focus of an...

Comparative and noncomparative advertising: attitudinal effects under cognitive and affective involvement conditions. (includes appendix)
June 1, 1994... This study compares effectiveness of comparative and noncomparative advertising for products characterized by different levels of cognitive and affective involvement. Comparative advertisements induce more positive brand attitudes for products...