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Abstract Content analyses of French advertisements have shown French advertising to be markedly different from American advertising. A qualitative study of French advertising through in-depth interviews with creative directors, analysis of agency documents, and photographic documentation of...
Abstract An empirical study investigated the effects of humor and need for cognition on an individual's response to print ads about cameras. Results indicate that the effect of humor is moderated by an individual difference factor, a person's need for cognition. Specifically, on measures of...
Abstract Although the study of consumer rituals is increasing, the relationship between advertising and consumer rituals has not been explored. The authors offer a framework for examining the influence of those cultural institutions, articulating the ways advertising can influence consumption...
Abstract Conventionally, an advertiser's spending on the creative component of an advertising campaign is small in relation to the media budget and is channeled exclusively to a single advertising agency. Gross challenged those conventions more than 20 years ago, using a mathematical model of...
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