Journal of Advertising articles from March 1993

Journal of Advertising archives from March 1993

Contextual priming effects in print advertisements: the moderating role of prior knowledge.
March 1, 1993... Advertisements do not appear in a vacuum; rather they appear simultaneously with other materials such as articles in magazines, advertisements for other products, and programs or station identifications on radio or TV. Such materials, presented...

Setting the stage: collective selection in the stylistic context of commercials. (includes appendix)
March 1, 1993... Introduction Advertising is not created in a casual or random fashion. From the choice of scenery and location to the tone and nuance of copy, meticulous attention is paid by directors, production and set designers, lighting technicians,...

Processing and retrieval of inferences and descriptive advertising information: the effects of message elaboration.
March 1, 1993... Introduction Assessing advertising effectiveness is one of the most fundamental, yet complicated questions addressed by advertising managers and researchers. Two issues make advertising effectiveness difficult to assess. First, advertising...

Attention versus distraction: the interactive effect of program involvement and attentional devices on commercial processing.
March 1, 1993... Versus Piecemeal-Based Affective Responses: Developments in Schema-Triggered Affect," in The Handbooks of Motivation and Cognition: Foundations of Social Behavior, Richard M. Sorrentino and E. Tory Higgins, eds., New York: Guilford, 167-203....

Emotional feelings and evaluative dimensions of advertising: are they related?
March 1, 1993... Introduction In the last decade, television advertising has turned increasingly to the use of emotional appeals. Such commercials are believed to capture consumers' attention, encourage recall and positive affect, discourage zapping and give a...