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)

"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)

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)

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…

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

Reports that magazine advertisements with black models, white models, and no models have comparable readership scores. (FL)

Combines earlier content analysis studies with original data from five magazines in 1986 to examine the use of Blacks in magazine and television advertising. Finds an increase in the Black presence in advertising. Notes that the Black presence in television commercial sometimes approaches the percentage of Blacks in the population. Notes a less…

Analyzes advertisements for characteristics that produce readership across a variety of consumer magazines. (RB)

Examines (1) whether previous research has actually measured the information content of ads; (2) how such content should be measured; and (3) trends in factual content of general magazine ads for 1958, 1968, and 1978. Concludes that while most ads contain nonfactual claims, most also have factual claims. (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)

Reports on an analysis of prices and amounts of advertising in magazines showing that price per page is not related to amount of advertising. (FL)