Greenwashing is defined as "the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service" (UL Environment, 2013). As "green living" has become a marketable concept, and desirable consumers seek to enact a green identity, more companies are utilizing…

Facebook and other social media have been hailed as delivering the promise of new, socially engaged educational experiences for students in undergraduate, self-directed, and other educational sectors. A theoretical and historical analysis of these media in the light of earlier media transformations, however, helps to situate and qualify this…

Investigates the effectiveness of humor in advertising, comparative advertising, and consumer involvement with the product. Finds that humorous ads are more eye catching but less impressive and less sufficient in information than nonhumorous ads. Finds the performance of comparative ads is generally negative and especially so in the high…

Concludes that designer magazine advertisements contain more traces of nostalgia than do those in consumer magazines and that they tend to be more extreme in their fluctuation patterns. Notes that nostalgia increases in ads when public confidence is decreasing. (FL)

Concludes that pricing equilibrium for advertising space is not present in metro editions of national magazines. (FL)

Codes 1038 magazine advertisements spanning 1940 through 1950 for mode of address in the child's body, face, eyes, and other areas. Indicates, regarding mode of address, significant rotating image trends toward a more direct address in the eyes and face of the child in the postwar period--trends that were absent in prewar and war years. (PA)

Examines the relationship between advertising copy readability and advertising effectiveness. Finds that recall is improved when the copy style is either fairly easy or fairly hard to read. Suggests the value of considering copy readability as a potential contributor, though a minor one, to the success of magazine advertising. (RS)

Examines the potential of the inoculation message strategy to deflect the persuasiveness of comparative advertisements. Indicates modest potential for inoculation, confirming that inoculation pretreatments confer resistance to a comparative ad's influence on consumer attitudes, especially on behalf of high-involving products. (SR)

Reviews advertising typography in general interest, special interest, and trade magazines and concludes that special interest magazine ads are making the most effort to be fashionable, but also have the greatest chance of having functional problems. (FL)

The findings of a study of print readers' perceptions of the believability and interest of various advertising formats fail to support increasing either the frequency or specificity of comparative messages. The findings suggest that advertisers should consider the dimensions of intensity and directionality in their message development. (GT)

Analyzes full-page advertisements in four national magazines for the years 1980 to 1986. Finds (1) endorsements occurred in about half of the advertisements; (2) endorsers most used were celebrities; (3) advertisements with endorsers contain less information; and (4) celebrities most often endorsed personal care or apparel products. (RS)

Examines institutional changes in advertising before and after the stock market "crash" of 1987 as represented in the "Wall Street Journal." Finds that financial institutions increased the frequency and size of ads after the crash. (RS)

Assesses the effect of model ethnicity on prejudiced respondents, and thus on advertising effectiveness. Finds that, for the most part, use of Asian models does not cause prejudiced respondents to evaluate a product or advertisement more negatively than when White models are used. (SR)

Investigates readability of different line lengths in advertising body copy, hypothesizing a normal curve with lower scores for shorter and longer lines, and scores above the mean for lines in the middle of the distribution. Finds support for lower scores for short lines and some evidence of two optimum line lengths rather than one. (SKC)

When affective and cognitive scores were used as measures, the attractiveness level of the endorser of a product in an advertisement appeared to have a significant effect on the scores with the high attractiveness level producing the most favorable evaluations. When cognitive scores were used, however, the attractiveness level had no significant…