Journal of Advertising articles from June 1997

Journal of Advertising archives from June 1997

Large-agency media specialists' opinions on newspaper advertising for national accounts.
June 22, 1997... Exploring advertising practitioners' opinions about newspapers as an advertising medium for national accounts is important for the newspaper industry. For most American newspapers, advertising is the main source of financial support. Advertising...

Stuck in the model trap: the effects of beautiful models in ads on female pre-adolescents and adolescents.
June 22, 1997... A growing concern in our society is the plight of female pre-adolescents and adolescents as they grow up facing many obstacles, including receiving less attention than boys in the classroom, unrealistic expectations of what they can and cannot...

A content analysis of guilt appeals in popular magazine advertisements.
June 22, 1997... Negative appeals have long been recognized as an important method of persuasion, and advertisers have used such appeals for decades (e.g., Higbee 1969). However, most academic research on the application of negative appeals in advertising has...

Asian-Americans: television advertising and the "model minority" stereotype.
June 22, 1997... Asian-Americans are considered a "model minority" (Cohen 1992; Delener and Neelankavil 1990) whose premium demographic profile (Fisher 1994) - affluence, high education, and managerial/professional occupations - and rapid growth in number make...

Advertising and product liability litigation.
June 22, 1997... Efforts to define legally acceptable advertising have yielded a perhaps unintended side-effect: Advertising's role in product liability litigation has become more clearly defined and important. Researchers have studied numerous issues related to...

Thinking into it: consumer interpretation of complex advertising images.
June 22, 1997... A splash of Bacardi rum superimposes tropical windsurfers on an icy winter snowscape. Aussie shampoo transforms a moth into a butterfly. A turtle carrying a box of Winston Select cigarettes tells consumers, "Take your time." Those images are a...