Journal of Advertising articles from June 2008

Journal of Advertising archives from June 2008

From the editor.
June 22, 2008... While the editor oversees the publication of a journal, the image of the journal is a reflection of the authors and reviewers who contribute their research, time, and expertise. In this issue, I acknowledge and thank a number of people for...

The effect of cigarette advertising bans on consumption: a meta-analysis.(Table)(Report)
June 22, 2008... The impact of advertising on the demand for cigarettes has been a controversial point for some time (e.g., Lancaster and Lancaster 2003a; Taylor and Bonner 2003). While industry critics (e.g., Goldberg 2003) argue that advertising increases...

Openness in metaphorical and straightforward advertisements: appreciation effects.(Report)
June 22, 2008... Visual and verbal metaphors are being used increasingly in print advertisements (Phillips and McQuarrie 2002). The incongruity in visuals or in the combination of headline and visuals attracts attention, causing consumers to use more cognitive...

Advertising repetition and placement issues in on-line environments.(Report)
June 22, 2008... Advertisers were attracted to the Internet early on because of its interactivity, wide reach, and effective targeting ability. After its advent in 1994, Internet advertising spending rapidly increased to $8.1 billion in 2000, constituting 3.3%...

Advertising consumer culture in 1930s Shanghai: globalization and Localization in Yuefenpai.(Report)
June 22, 2008... Competing theories of globalization attempt to explain outcomes and consequences of the increasingly global flow of goods, people, information, knowledge, and images (Appadurai 1990; Berger 2002; Featherstone 1990). Homogenization theories...

Consumer responses toward sexual and nonsexual appeals: the influence of involvement, need for cognition (NFC), and gender.(Report)
June 22, 2008... In an increasingly cluttered media environment, advertisers seek ways to break through the clutter and draw attention to their messages. Creative ad execution strategies to engage audience attention include sex, novelty, humor, contrast, fear,...

What's funny and what's not: the moderating role of cultural orientation in ad humor.(Table)(Report)
June 22, 2008... A clever, imaginative, humorous request can open closed doors and closed minds. --Percy Ross (1916-2001), American columnist and philanthropist Humor is a pervasive part of life. By giving a voice to difficult thoughts or emotions,...

The role of ad likability in predicting an ad's campaign performance.(Table)(Report)
June 22, 2008... Ad likability, which measures how much the consumer likes or dislikes the ad, has emerged as one of the most important copy-test measures that advertisers use to decide whether to approve the ad for a campaign. Ad likability, or ad liking,...

Antecedents of true brand loyalty.(Table)(Report)
June 22, 2008... How to make consumers more loyal to a brand is one of the important questions marketers face. Growing interests and practices in customer relationship management (CRM) in recent years clearly reflect the importance of consumer loyalty in...