Journal of Advertising articles from September 1990

Journal of Advertising archives from September 1990

Delayed recall of copytest responses: the temporal stability of listed thoughts.
September 22, 1990... Data from a large-scale advertising copytesting study were analyzed to assess the overall level of recall of listed thoughts at a delay, and to determine the types of listed thoughts that were particularly retrievable. Female...

Self-regulation and television advertising.
September 22, 1990... All advertising regulation, both by government and self-regulation by business, imposes limitations on what, where, and how different products can be advertised, and the types of claims that can be made. Business leaders find self-regulation...

A framework for conceptualizing and measuring the involvement construct in advertising research.
September 22, 1990... The conceptualization and measurement of involvement has long been an important and controversial topic for advertising researchers. It is especially important because of the recent advancement and testing of many involvement-driven models in...

The impact of comparative advertising on levels of message involvement.
September 22, 1990... The debate over comparative ads has continued for nearly two decades (Turgeon and Barnaby 1988). Some see these ads as industry's own form of consumerism and suggest they appeal to a wider audience and enhance sponsor's brand identification,...

Female nudity, arousal, and ad response: an experimental investigation.
September 22, 1990... Though still controversial, female nudity and erotic content have become almost commonplace in contemporary advertising. Over the past two decades, sexual illustrations have become more overt; ads today rely more on visual sex, and female...