Journal of Advertising articles from March 1990

Journal of Advertising archives from March 1990

The differential effects of within-brand and between-brand processing on the recall and recognition of television commercials.
March 22, 1990... This study considers the usefulness of a basic distinction between two types of evaluative processing in explaining memory for advertising. The results of empirical tests suggest that between-brand processing leads to increased performance on...

The verbal content of TV advertising and its circulation in everyday life. (television)
March 22, 1990... Based on ethnographic research, this article describes and interprets the verbal content Of television advertising as it circulates in everyday life. The research approaches the use of advertising content as play, an integral part of social...

An information content comparison of magazine ads across a response continuum from direct response to institutional advertising.
March 22, 1990... Resnik and Stern's (1977) fourteen-item information scale was used to compare the relative information value of direct response, product/store image, and institutional ads contained in eighteen magazines. Content analysis of 8,470 ads revealed...

Cultural themes in Brazilian and U.S. auto ads: a cross-cultural comparison.
March 22, 1990... Do Brazilian and U.S. advertisers emPLOY different themes in Pint advertisements? If so, hat can we conclude about cross-cultural difference in values? In our study of automobile ads that appeared in the business magazines of Brazil and of the...

Cognitive and affective priming effects of the context for print advertisements.
March 22, 1990... An experiment was conducted to investigate two selected effects (i.e., cognitive selected effects (gognitive and affective priming) of the context for print advertisements. The cognitive context, which primes certain attributes of a Product,...

John B. Watson at J. Walter Thompson: the legitimation of "science" in advertising. (J. Walter Thompson Archives)
March 22, 1990... This article, a cultural history, attempts to answer the question of how John B. Watson's presence at J. Walter Thompson "made sense" from the standpoint of the actors involved. At the time Watson joined the agency, he had achieved a national...