Journal of Advertising articles from September 2008

Journal of Advertising archives from September 2008

From the editor.
September 22, 2008... It's funny how history repeats itself. As I began compiling the papers for this issue, I recalled my time as a doctoral student when Len Reid was Editor of the Journal of Advertising. He came to speak at one of our doctoral seminars in the...

Affective responses to images in print advertising: affect integration in a simultaneous presentation context.(Report)
September 22, 2008... Print advertisements routinely employ more than one image. The multiple images in an advertisement are often of the same valence, either all positive (an ad for a vacation destination where multiple positive images of the place are shown) or...

Chronological age versus cognitive age for younger consumers: implications for advertising persuasion.(Report)
September 22, 2008... Models play many important roles in advertising. For example, portrayals of models in advertisements can suggest the lifestyle and image of product users. Moreover, extrinsic features of models, such as race and gender, have been shown to...

Explaining the impact of scarcity appeals in advertising: the mediating role of perceptions of susceptibility.(Report)
September 22, 2008... Products that have limited availability can induce consumers to evaluate those products more favorably. As valuable products (such as tickets for concerts of famous artists) are often scarce, consumers infer that those products are valuable...

State of the art and science in sponsorship-linked marketing.(Report)
September 22, 2008... Sponsorship of sports, arts, and charitable events is a mainstream marketing activity no longer in need of extensive introduction or justification. There is, however, a need to account for the progress made to date in integration of...

Could placing ads wrong be right? Advertising effects of thematic incongruence.(Report)
September 22, 2008... Flip through the pages of an automotive magazine and you are sure to find advertising for cars. Similarly, readers of a beauty magazine will encounter ads for makeup brands. These are examples of thematic congruence, where advertising is placed...

A ten-year retrospective of advertising research productivity, 1997-2006.(Report)
September 22, 2008... Academic accountability is at an all-time high. Public universities have descended from "state supported" to "state assisted" with commensurate operational funding dropping from over 50% to as little as 20% in some cases (Mason 1995). With...

It's not your father's magazine ad: magnitude and direction of recent changes in advertising style.(Report)
September 22, 2008... There is an old debate within social science about the depth and degree of change that can occur when phenomena are observed over time (Gergen 1973). The debate oscillates between two poles, with one view holding that changes, however visible...

Enhancing recall and recognition for brand names and body copy: a mixed-language approach.(Report)
September 22, 2008... Language is important to consider in an advertising context because the effectiveness of messages in ads depends on how properly words and other symbolic representations are employed and received (Neelankavil, Mummalaneni, and Sessions 1995;...