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Abstract This article is a re-evaluation of advertising as a method of mass communication of ideas and information to attempt to influence opinions and attitudes. Advertising used for these purposes has certain advantages compared with other means of mass communications. There are. however,...
Abstract This article begins the neglected task of providing a structural description of the advertising industry in Europe today. Comparisons are drawn between industry structure in Europe and the U.S., and among sixteen European countries. In addition to this statistical description and...
Abstract International advertisers are often faced with the problem of whether and to what extent they should change their messages from one country to another. Some advertisers feel that messages can be standardized across countries, while others believe adaptation is usually necessary. The...
Abstract The use of humorous commercials is quite evident in television advertising today. This article reports the results of a content analysis of over 2.000 television commercials. Humorous advertisements were analyzed and compared to non-humorous commercials with respect to their use of...
Abstract Recent developments in attitude research include a general class of “expectancy-value” models which allow both prediction and diagnosis of attitude. The present research undertakes a validation study of one form of the ExV model, and presents an illustrative diagnosis of student...
Abstract This study examines such variables as program type, (drama vs. games). program time, viewing frequency, number of persons in the room, and the viewers sex as they affect the daytime television viewer's ability to recognize products which were (or were not) advertised on television...
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