Journal of Advertising articles from June 2002

Journal of Advertising archives from June 2002

From the editor.(Editorial)(Brief Article)
June 22, 2002... Those of you with a keen eye for detail may have noticed that for the past two issues we have continued to print the Emerald Golden Page Award logo that began to appear in Volume 30. This is a notable award for journals, and printing the logo...

Brand familiarity and invoice price effects on consumer evaluations: the moderating role of skepticism toward advertising.
June 22, 2002... Introduction Although persuasion has been a focus of research attention for decades, consumers' lay beliefs about persuasion processes have received interest from researchers only recently. The persuasion knowledge model (PKM) of Friestad...

A contingency approach: the effects of spokesperson type and service type on service advertising perceptions.
June 22, 2002... Introduction Recent growth in the U.S. economy has been in the services rather than in manufacturing sectors, and increased understanding of the marketing and advertising of services is critical to sustaining this growth and helping ensure...

Measuring the intrusiveness of advertisements: scale development and validation.
June 22, 2002... Intrusiveness is a common complaint of advertising practices that interrupt the goals of consumers in traditional media such as billboards on a scenic highway (Vespe 1997), television commercials during an exciting scene in a program (Krugman...

Media context and advertising effectiveness: the role of context appreciation and context/ad similarity.
June 22, 2002... Introduction The attention to and elaboration of advertising stimuli by persons is influenced by three categories of factors. First, certain characteristics of the stimulus itself may enhance or hamper the elaboration of the message (Cho...

Oracles on "advertising": searching for a definition.
June 22, 2002... What Is Advertising? Consumers tend to think virtually every form of commercial promotional activity, from concert sponsorship to telemarketing, is a form of "advertising" (Schultz 1995). Industry practitioners and academics, however, tend...

Implications of using male and female voices in commercials: an exploratory study.
June 22, 2002... The selection of a presenter for an advertisement can be one of the more important decisions made by an advertising practitioner. Who is selected can say a great deal to the audience about the intended users of a brand and the benefits...

Juliann Sivulka, Stronger Than Dirt: A Cultural History of Advertising: Personal Hygiene in America, 1875-1940. (Book Review).
June 22, 2002... Juliann Sivulka, Stronger Than Dirt: A Cultural History of Advertising: Personal Hygiene in America, 1875-1940, New York: humanity books, 2001. In Stronger Than Dirt, Juliann Sivulka explores how concepts of personal hygiene underwent a...

Bruce Bendinger (editor), Advertising: The Business of Brands.
June 22, 2002... Bruce Bendinger (editor), Advertising: The Business of Brands, Chicago: The Copy Workshop, 2001. Advertising: The Business of Brands is a "non-genre" text, to borrow a term from film criticism. Genre films, such as Westerns or romantic...