Journal of Advertising articles from March 1998

Journal of Advertising archives from March 1998

An international review of sponsorship research.
March 22, 1998... Sponsorship as a promotional activity has grown remarkably in recent years: estimated sponsorship expenditures reached $13.4 billion worldwide in 1996 (International Events Group Report 1996). Total sponsorship expenditures in the United States...

The persistence of classically conditioned brand attitudes.
March 22, 1998... Advertising effectiveness is widely studied by both academicians and practitioners. Advertisers are concerned with developing advertising that not only communicates and persuades, but ultimately results in purchase behavior by the consumer....

A model of product discourse: linking consumer practice to cultural texts.
March 22, 1998... For more than four decades, advertising researchers have been intrigued by the symbolic properties of products (Gardner and Levy 1955; Hirschman and Holbrook 1982; Levy 1959, 1981, 1986; Rook 1985; Umiker-Sebeok 1987). During that period, it has...

A prophet of modern advertising: Germany's Karl Knies.
March 22, 1998... Joseph Schumpeter (1954, p. 508) considered Karl Knies (1821-1898) to be "one of the most significant figures of German economics." Knies' studies of money and credit advanced economic theory (Schumpeter 1954, p. 850); his work on value makes him...

Endorsers in advertising: the case of negative celebrity information.
March 22, 1998... The use of celebrity endorsers is prevalent in advertising. In addition to the intuitive arguments that rationalize the practice, academic researchers have mounted empirical evidence to demonstrate the benefits of product endorsements. Atkin and...

Gender stereotypes in advertising on children's television in the 1990s: a cross-national analysis.
March 22, 1998... Gender stereotypes are general beliefs about sex-linked traits (collections of psychological characteristics and behaviors characterizing men and women) and gender roles (activities differentially appropriate for men or women). Gender role...

Exploring life themes and myths in alcohol advertisements through a meaning-based model of advertising experiences.
March 22, 1998... In Overton v. Anheuser-Busch (1994), the Michigan Supreme Court dismissed a lawsuit by Richard Overton, who alleged that the company's beer ads were untrue and deceptive. Overton claimed that the ads, which contained beer-related fantasies, led...

Gender role portrayals in Japanese advertising: a magazine content analysis.
March 22, 1998... A plethora of research since the 1970s has investigated the extent to which American advertising portrays women in stereotypical roles. The findings indicate pervasive use of traditional Western stereotypes of women as dependent on or subservient...

Does television viewership play a role in the perception of quality of life?
March 22, 1998... The impact of television advertising on society as a whole has been debated continuously since television was introduced in the 1940s. Industry, consumer groups, and government have sought to gain better insight about how television contributes...

Social criticism of advertising: on the role of literary theory and the use of data.
March 22, 1998... "Literary theory" is an umbrella term covering a wide range of approaches to the interpretation of texts. In the past, literary theory focused on the interpretation of literature and poetry, but it is now firmly established as applying to any...