Journal of Advertising articles from March 2006

Journal of Advertising archives from March 2006

From the editor.
March 22, 2006... Many of us value the Journal of Advertising and take pride in publishing papers in it. However, every once in a while it is beneficial to get an "external view" of the Journal to determine how the rest of the world sees it. To aid such a...

Consumers, characters, and products: a balance model of sitcom product placement effects.
March 22, 2006... The purpose of this paper is to examine the influence of product placements in television serial comedies on consumer attitudes toward the products. The justification for investigating placements, defined as a marketing practice in which a firm...

Children's recall of television ad elements: an examination of audiovisual effects.
March 22, 2006... The audio and visual aspects of television provide advertisers with numerous opportunities to incorporate creative and engaging stimuli into ad presentations. Advertisements are rich with production techniques, such as animation, fantasy, cuts,...

Relationships among ad-induced affect, beliefs, and attitudes: another look.
March 22, 2006... The importance of affect (e.g., emotional responses), cognition, and attitude to the field of advertising is undisputed. Much attention, across a broad range of disciplines (e.g., advertising/marketing, communication, psychology), has been...

The function of format: consumer responses to six on-line advertising formats.
March 22, 2006... The notoriously ubiquitous on-line ads for X10 wireless cameras were the bane of Web surfers in 2001. Using a pop-under ad format, X10 Wireless Technologies reached 32.8% of the Web's entire audience and generated a total of 28 million unique...

"Come on down": how consumers view game shows and the products placed in them.
March 22, 2006... It is useful to think of game shows and their promotional world not only as part of the general mediascape, a term that refers broadly to the media environment (Appadurai 1997), but also as reflecting a genre with specific characteristics that...

A year in the life of the African-American male in advertising: a content analysis.
March 22, 2006... There has been a lengthy stream of research regarding the depictions of African Americans in advertising and other forms of marketing communications (see, e.g., Cox 1970; Dominick and Greenberg 1970; Kassarjian 1969; Shuey, King, and Griffith...

Dimensional relationships of recall and recognition measures with selected cognitive and affective aspects of print ads.
March 22, 2006... Advertisers have long been interested in isolating stimulus factors and associated receiver reactions that affect advertising effectiveness. There is an unresolved debate about the relative merits of recall and recognition, two commonly used...

Varying the content of job advertisements: the effects of message specificity.
March 22, 2006... The focus of this research is on the specificity of the information (e.g., Bettman, Luce, and Payne 1998; Johnson and Kisielius 1985; MacKenzie 1986) provided in job advertisements regarding the companies doing the hiring, the jobs being...

The role of regulatory focus in message framing in antismoking advertisements for adolescents.
March 22, 2006... By 2020, the worldwide smoking population is expected to rise to 1.6 billion people, and the worldwide death toll from tobacco use is expected to reach 8.4 million (speech, minister of health, Ghana, Centers for Disease Control and Prevention...