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Abstract The purpose of this paper is to present a revised communication model that describes advertising by drawing upon its kinship with crafted text rather than with everyday speech. The model expands the traditional communication triad by inscribing advertisers, promotional text, and...
Abstract A content analysis of 2183 print ads with a headline was conducted to investigate the frequency with which figures of speech and figure categories are used in ad headlines and the extent to which selected executional factors relate to their use. A figure of speech entails the use of...
Abstract This study examines how advertising budget setting, framed as a prisoner's dilemma, is affected by information on the competitive situation and characteristics of the decision maker. Hypotheses are tested using experiments in which subjects set advertising budgets. Results indicate that...
Abstract Although researchers have conceptualized beauty as unidimensional, modern-day cultural definitions of beauty are multidimensional. This paper focuses on two forms of mass media that play an important role in transmitting information about multiple and diverse cultural ideals of...
Abstract Traditional cognitive response elicitation procedures may not be sensitive enough to elicit the stylized and subtle thoughts that are generated during exposure to certain types of ads. When these types of thoughts are the focus of an advertising researcher's work, it is critical that he...
Abstract This study compares effectiveness of comparative and noncomparative advertising for products characterized by different levels of cognitive and affective involvement. Comparative advertisements induce more positive brand attitudes for products which elicit cognitive and affective...
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