Journal of Advertising articles from September 1997

Journal of Advertising archives from September 1997

Fine print in television advertising: views from the top.
September 22, 1997... The use of fine print in television advertising is a fairly common practice. Television viewers have seen countless ads displaying (for what seems to be a split second) many lines of text near the bottom of the television screen, and have...

Assessing the use and impact of humor on advertising effectiveness: a contingency approach.
September 22, 1997... More than $150 billion is spent on advertising in national media on an annual basis, with between 10% and 30% of that amount going for the placement of ads that are intended to be humorous (Weinberger et al. 1995). Despite the large...

Effects of print ad pictures and copy containing instructions to imagine on mental imagery that mediates attitudes.
September 22, 1997... We studied the effect of nonverbal, or imagery, processing stimulated by a print advertisement on attitudinal judgments, specifically attitude toward the advertisement ([A.sub.ad]) and brand attitude ([A.sub.b]). Imagery has been examined...

There are threats and (maybe) fear-caused arousal: theory and confusions of appeals to fear and fear arousal itself.
September 22, 1997... Research on what are generally called "fear appeals" has predominantly examined the persuasive effects of various communications on consumers. Yet after more than five decades of study, published data and theory development are still...

Predictors of advertising avoidance in print and broadcast media.
September 22, 1997... According to recent estimates, a consumer is exposed to more than 3000 commercial messages in a typical week (Moriarty 1991). The proliferation of ads has been cited as one of the reasons for the downward trend in consumers' view of...

Advertising repetition as a signal of quality: if it's advertised so much, something must be wrong.
September 22, 1997... Research on consumer responses to advertising repetition has centered on wearout effects on attitudes toward the brand. Rooted in information processing theory, the stream of research shows that repetition initially increases learning and later...