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Abstract This study considers the usefulness of a basic distinction between two types of evaluative processing in explaining memory for advertising. The results of empirical tests suggest that between-brand processing leads to increased performance on recall tasks, while within-brand processing...
Abstract Based on ethnographic research, this article describes and interprets the verbal content of television advertising as it circulates in everyday life. The research approaches the use of advertising content as play, an integral part of social discourse. The verbal play described in the...
Abstract Resnik and Stern's (1977) fourteen-item information scale was used to compare the relative information value of direct response, product/store image, and institutional ads contained in eighteen magazines. Content analysis of 8,470 ads revealed that direct response ads tend to differ...
Abstract Do Brazilian and U.S. advertisers employ different themes in print advertisements? If so, what can we conclude about cross-cultural differences in values? In our study of automobile ads that appeared in the business magazines of Brazil and of the U.S. during the 1970s, we found that (1)...
Abstract An experiment was conducted to investigate two selected effects (i.e., cognitive and affective priming) of the contact for print advertisements. The cognitive context, which primes certain attributes of a product, determined the type of interpretation given to product information in the...
Abstract This article, a cultural history, attempts to answer the question of how John B. Watson's presence at J. Walter Thompson “made sense” from the standpoint of the actors involved. At the time Watson joined the agency, he had achieved a national reputation as a psychologist, a researcher,...
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