Highly creative advertisements are the end-products of creativity in advertising, and their creation is generally thought to be driven by strategic planning. Thus, 534 Clio-awarded advertisements from the years 2011-2014 were content-analyzed to determine whether implications of two popular planning frameworks, functional matching and the Foote,…

A study examined the attention getting value of nonsensical and sexual humor used in liquor advertisements to determine if one was more effective than the other in attracting male magazine readers. Thirty-two Starch-scored liquor ads taken from 1976 and 1977 issues of "Time,""Newsweek," and "Sports Illustrated" were analyzed by three male readers.…

A survey of 30 advertising agency researchers sought to determine (1) whether there are differences between agency researchers' perception of who benefits most from copy research and who should benefit most, and (2) whether there are differences between their perception of how copy research is used and how it should be used. Consistent with…

Indicates that while advertising faculty members at 151 colleges and universities published, 41 percent of the productivity came from just 20 schools. (FL)

Compares the dress of adult models in magazine advertisements in 1964 and 1984. Finds that nudity is more prevalent in magazine ads in 1984 than in 1964. (RS)

A study examined whether advertising appeals based on product affiliation, achievement, and attributes would account for differences in male readership of liquor advertisements. The investigation focused on the relationship between the content of alcholic beverage advertisements and attention engagement, the first state in consumer information…

Notes that the proposed regulation of children's television advertising may eliminate competition, increase consumer costs, and result in poorer programing. (RL)

Describes a study that compared advertising educator's judgments of students' creative talent with measures of each students' creative ability at two major universities and concludes that advertising educators are good judges of creative talent. (MB)

Presents additional data on the author's previously formulated associative model of advertising creativity, looking at the impact of confidence, involvement, satisfaction, attitude, and associative ability on an individual's creative ability. (Author)

A five-point, seven-item semantic differential scale was used to collect data from 130 high school students about their perceptions of foreign-made products and the relation of national stereotypes to product stereotypes. To assure consistency, the same product classes (all products, automobiles, cameras, and mechanical toys) and foreign countries…

Suggests that a child's level of understanding of advertising is a product of family group interaction concerning consumer-related skills and other social experiences that the child brings to viewing situations. (Author/RL)

The purpose of this paper is to describe and discuss a conceptual model for experimentally investigating the effects of advertising puffery. The various sections contain a discussion of puffery as a legal concept, a description and discussion of the proposed model, research support for the model, and implications for future research on puffery.…