International Journal of Advertising

• 

  Año 2015, Vol. 34, Número 3

  • Seleccionado

    On the new era of zipping and zapping: the need for research on how advertisers deal with an Era of time-shifted television program viewing on a variety of devices

    Charles R. Taylor

    págs. 403-405

    
  • Seleccionado

    Is sexy better than funny? Disentangling the persuasive effects of pleasure and arousal across sex and humour appeals

    Enny Das, Maryna Galekh, Charlotte Vonkeman

    • Resumen

    págs. 406-420

    
  • Seleccionado

    Congruity between mood and message regulatory focus enhances the effectiveness of anti drinking and driving advertisements: a global versus local processing explanation

    Sela Sar, George Anghelcev

    • Resumen

    págs. 421-446

    
  • Seleccionado

    Looking in through outdoor: a socio-cultural and historical perspective on the evolution of advertising humour

    Marc G. Weinberger, Charles S. Gulasb, Michelle F. Weinbergerd

    • Resumen

    págs. 447-472

    
  • Seleccionado

    Choosing the right message for the right cause in social cause advertising: type of social cause message, perceived company-cause fit and the persuasiveness of communication

    Kihan Kim, Yunjae Cheong, Joon Soo Lim

    • Resumen

    págs. 473-494

    
  • Seleccionado

    Effects of underdog (vs. top dog) positioning advertising

    Sunkyu Jun, Jungyeon Sung, James W. Gentry, Lee Phillip McGinnis

    • Resumen

    págs. 495-514

    
  • Seleccionado

    Making ads less complex, yet more creative and persuasive: the effects of conventional metaphors and irony in print advertising

    Christian Burgers, Elly A. Konijn, Gerard J. Steenb, Marlies A.R. Iepsma

    • Resumen

    págs. 515-532

    
  • Seleccionado

    Fear advertisements: influencing consumers to make better health decisions

    Anjala Selena Krishen, My Buib

    • Resumen

    págs. 533-548

    
  • Seleccionado

    Trends in the use of statistics in major advertising journals over four decades

    Kyunga Yoo, Eunsin Joob, Hojoon Choi, Leonard Reidd, Jooyoung Kim

    • Resumen

    págs. 549-572