Journal of Advertising articles from September 2004

Journal of Advertising archives from September 2004

From the editor.(Editorial)
September 22, 2004... REVIEWING At the time of this writing, I am in the middle of my second year as Editor of the Journal. We received over 130 manuscripts (including revisions) during my first year, and are on target to receive more than that number this...

Using animated spokes-characters in advertising to young children: does increasing attention to advertising necessarily lead to product preference?
September 22, 2004... Ongoing debate about the efficacy and ethics of advertising to children has existed since the early days of television (see Bandyopadhyay, Kindrea, and Sharp 2001 for historical overview). Proponents of child-targeted marketing and advertising...

The power of reflection: an empirical examination of nostalgia advertising effects.
September 22, 2004... Perhaps it is no coincidence that at a time when Americans are becoming increasingly uncertain and anxious about the future, many marketers and advertisers are encouraging them to "return to their pasts." Nostalgia--an individual's "longing for...

From despicable to collectible: the evolution of collective memories for and the value of black advertising memorabilia.
September 22, 2004... Many advertisements from the past, including those created for particular brands (e.g., Coca-Cola, Ford) and by particular artists (e.g., Haddon Sundblom, Palmer Cox), are highly collectible. These advertisements and other promotional materials...

Communicating with the sexes: male and female responses to print advertisements.
September 22, 2004... Its {Nike's} executives have come up with strategies they hope will take advantage of the differences between how women and men conceive of sport, how they shop for clothing and shoes and even what they think of celebrity athletes. ...

Chinese consumer readings of global and local advertising appeals.
September 22, 2004... The globalizing nature of the world economy has been evident since at least 20 years ago, when Levitt (1983) called for global marketing strategies. During the time period since then, there has been enormous growth in global advertising, which...

Do not wait to reveal the brand name: the effect of brand-name placement on television advertising effectiveness.
September 22, 2004... An important issue in the design and execution of advertising messages is ensuring that consumers' reactions to advertising are associated with the name of the advertised brand. Anecdotally, we all encounter situations in which we can clearly...