Journal of Advertising articles from June 1998

Journal of Advertising archives from June 1998

Top-level agency creatives look at advertising creativity then and now.
June 22, 1998... Creativity, in disputably the least scientific aspect of advertising, is arguably the most important (Cummings 1984; Otnes, Oviatt, and Treise 1995; White 1972). As poetically described by creative genius Leo Burnett (1960) in his famous speech,...

Context is key: the effect of program-induced mood on thoughts about the ad.
June 22, 1998... How characteristics of the programming or editorial environment influence the effectiveness of advertising is a question of widespread interest to the field of marketing (e.g., Kennedy 1971; McClung, Park and Sauer 1985; Singh and Hitchon 1989;...

Beefcake and cheesecake: insights for advertisers.
June 22, 1998... Sex appeals in advertising now include eye-catching male models (Kuriansky 1995; Miller 1993) as well as cheesecake - sexy female models. Over the last 25 years, researchers investigating the effectiveness of sexy ads, most often cheesecake ads...

Publication productivity in the three leading U.S. advertising journals: 1989 through 1996.
June 22, 1998... In 1990, Barry published a revealing and informative piece in Journal of Advertising examining publication productivity in advertising journals. That article afforded an intriguing look into scholarly productivity within the advertising...

Advertising sex-typed services: the effects of sex, service type, and employee type on consumer attitudes.
June 22, 1998... The use of employee spokespersons in the advertising of services has been afforded growing attention in the academic literature because most services are interactive (Stephens and Faranda 1993) and service employees are critical to consumers'...

Effects of metaphors on children's comprehension and perception of print advertisements.
June 22, 1998... In a recent issue of Sport Illustrated KIDS, a magazine targeted to boys and girls eight to 14 years of age, a Coca-Cola advertisement pictures a sand volleyball game with the caption, "ALWAYS THE BEST SERVE ON THE BEACH." In the same magazine is...

Managing the brand in a corporate advertising environment: a decision-making framework for brand managers.
June 22, 1998... One of the major challenges facing brand managers is to enhance brand knowledge and maximize brand performance within a marketing environment largely outside their control. The corporate advertising environment is also important. Corporate...

A cross-country investigation of recall of and attitude toward comparative advertising.
June 22, 1998... Comparative advertisements have been widely used in the United States, especially since their use was encouraged in a FTC ruling in the early 1970s. Estimates suggest that about 30 to 40% of all advertisements are comparative (Donthu 1992;...