Journal of Advertising articles from March 1996

Journal of Advertising archives from March 1996

How French advertising professionals develop creative strategy.
March 22, 1996... Introduction An automotive brochure is a house. Plastic wrapping surrounding packaged salad is a windbreak. Compatibility between computers and software simulates sexual intercourse. An industrial machine can be your mistress. Such...

Responses to humorous advertising: the moderating effect of need for cognition.
March 22, 1996... Humor has received much attention in advertising research in the last two decades since Sternthal and Craig's (1973) article. Central to the practice of using humor in advertising is the belief that humor helps to create favorable responses...

Something old, something new: exploring the interaction between ritual and advertising.
March 22, 1996... Ritual symbolism abounds in advertising. As holidays come and go, advertising imagery in media ranging from local newspapers to national television cycles through the traditional motifs: confetti, hearts, shamrocks, eggs, flags, leaves, pumpkins,...

The value of competition among agencies in developing ad campaigns: revisiting Gross's model.
March 22, 1996... Introduction Not All Ads Are Created Equal That some creative offerings are more effective in generating recall and sales than others is well known (Broadbent and Colman 1986; Marney 1990; Stewart and Furse 1986; Stewart and Koslow 1989;...