Journal of Advertising articles from September 1992

Journal of Advertising archives from September 1992

Speculations on the future of advertising research.
September 1, 1992... this discussion has found its way into the published advertising literature. This does not mean that research should look for a formula into which ingredients would be poured to produce a given outcome. By its very nature creativity can never...

Attitude toward the ad and brand choice.
September 1, 1992... Provo, UT: Association for Consumer Research, 152-9. Gabriel Biehal (Ph.D., Stanford University) is an Associate Professor of Marketing at the University of Maryland, College Park, Maryland. Debra Stephens (Ph.D., University of Chicago) is an...

Context effects on recall and recognition of magazine advertisements.
September 1, 1992... This experiment tested the hypothesis that depth of involvement in a magazine article is inversely related to subsequent recall and recognition of accompanying advertisements. Subjects read magazine articles interspersed with unfamiliar...

Feature advertising: policies and attitudes in print media.
September 1, 1992... This study reports the results of a survey of advertising managers and editors of weekly and daily newspapers and of selected consumer magazines concerning the issue of feature advertising. Feature advertising is defined as paid advertising space...

Ethical judgments about wartime ads depicting combat.
September 1, 1992... ----- (1942j), "Victory Through Air Power |Ad Caption~," April 20, 34. ----- (1942k), "$25,000 Income Limit, Ceiling on Prices, Stable Wages, Taxes, Asked by President," April 28, 1, 12. ----- (1942l), "Flat 90% Tax Set on Excess Profits in...

The American Academy of Advertising: the early years.
September 1, 1992... The first seven years of the American Academy of Advertising were crucial. It was the first and only organization ever formed specifically for advertising educators. In the beginning, many advertising educators did not see the need for such an...

Comment on "Speculations on the Future of Advertising Research." (response to David W. Stewart in this issue, p.1)
September 1, 1992... David Stewart's "Speculations..." are based on the existence of a crisis in advertising. This comment takes a contrary position, premised on the derived and cyclical nature of advertising demand. In "Speculations on the Future of Advertising...