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…

This dissertation examined the effect of search type, ad saliency, and ad repetition on the perception of online banner advertisements. In the first study, 48 student participants conducted simulated search tasks using mixed factorial design where search type (known-item vs. exploratory) was manipulated within-subject and the banner saliency level…

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…

The Newspaper Preservation Act of 1970 is frequently viewed as a legislative device for averting the failure of a competing metropolitan daily newspaper and is said to create, for the formerly competing newspapers, a monolithic management unit which enjoys advantages over the two publishing units it replaces. A study examined one of those…

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)

More and more, advertising revenue, not circulation or concern for the underdog, seems to be determining the content of American newspapers. As Americans moved to the suburbs, suburban newspapers sprang up, taking readers and advertising revenue away from metropolitan dailies. "Counterattacks" by metropolitan papers such as zoned…

"The Ladies' Home Journal" and its founder Cyrus H. K. Curtis are often praised for establishing significant and lasting standards of reputable advertising in the United States. These standards include banning the profitable but offensive advertising of patent medicines, vouching for the integrity of advertising contained in the…

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)