Journal of Advertising articles from March 2000

Journal of Advertising archives from March 2000

From the Editor.
March 22, 2000... This issue marks the last issue in my first year as editor of the Journal of Advertising. It was a year in which I think there were some positive developments as well as a few negative ones. I wanted to share my view of the Journal with you...

An Empirical Test of an Updated Relevance-Accessibility Model of Advertising Effectiveness.
March 22, 2000... The Relevance-Accessibility Model provides a framework for studying advertising effects on brand choice. To do this, it shifts the focus of study from the time of advertising exposure to the time of brand choice. The model is motivationally...

The Impact of Verbal Anchoring on Consumer Response to Image Ads.
March 22, 2000... Verbal copy is thought to anchor, or help explain, the meanings of complex image ads to consumers. This study examines the effect of verbal anchoring on consumers' comprehension and liking of complex image ads. Explanatory headlines that...

Narrative Music in Congruent and Incongruent TV Advertising.
March 22, 2000... Recent research suggests that music comprises a sign system that could add meanings to advertising. However, research in this area is scant and there is practically no research that has examined the process by which consumers use music to...

Effects of Absurdity In Advertising: The Moderating Role of Product Category Attitude and the Mediating Role of Cognitive Responses.
March 22, 2000... For this paper, the presence or absence of an absurd image was manipulated in a simulated print advertisement for a fictitious brand of wine cooler. Consumers' prior attitude toward wine coolers was hypothesized to moderate the effectiveness of...

Cultural Influences on Agency Practitioners' Ethical Perceptions: A Comparison of Korea and the U.S.
March 22, 2000... Patterns of cross-cultural differences in ethical perceptions can be explained by Hofstede's typology of cultural dimensions. To test hypothesized differences, we conducted a survey of practitioners at Korean advertising agencies and compared...

Sex-Role Portrayals and the Gender of Nations.
March 22, 2000... This study compares television advertisements from Japan, Russia, Sweden, and the United States are compared. Consistent with Hofstede's framework which suggests that countries may be characterized along a continuum from masculine to feminine,...