The publishers and editors of 61 metropolitan or regional magazines responded to a questionnaire designed to assess the current state of the local magazine market. Most of the respondents cited the "community pride" theme as the biggest reason for the rapid increase in popularity of "local" magazines, and the fact that the…

Concludes that brand names that begin with plosives are more frequently recalled and recognized than are those that do not begin with plosives. (FL)

Analyzes publications produced by local businesses. Concludes that these publications are neither newspapers nor magazines and that affluent readers are their greatest asset. (FL)

Examines the use of puffery in magazine ads for automobiles between 1930 and 1980 to see if advertisers varied the amount of puffery used in relation to increased pressures from government regulation. Finds puffery declined as regulatory pressures increased. (FL)

A study was conducted to determine if brand names that begin with consonants called "plosives" (B, C, D, G, K, P, and T) are more readily recalled and recognized than names that begin with other consonants or vowels. Additionally, the study investigated the relationship between name length and memorability, ability to associate names…

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…

Ward Welty notes that the standard advertising course could be improved by including a unit of study in rhetoric, especially Aristotelian rhetoric. Bruce Vanden Bergh reports on research on the differences in creating advertising copy for radio versus the visual media of magazines, newspapers, and television. (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.…

Analyzes a number of articles and advertisements in 16 magazines and concludes that the ads neither set nor followed the country-western trend of the late l970s and early l980s. (FL)