An Information Content Comparison of Magazine Ads across a Response Continuum from Direct Response to Institutional Advertising

James, E. Lincoln; Bergh, Bruce G. Vanden

doi:10.1080/00913367.1990.10673184

Cited by 24 publications

(11 citation statements)

References 13 publications

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“…This argument echoes the research of Norton and Norton, who examined advertising content for different categories of products [20]. The present study also extends the work of James and Bergh who argued that ad content should be analyzed based on different types, including direct-response, institutional, and producdimage ads [21].…”

Section: Problems and Significancesupporting

confidence: 82%

Informational and Symbolic Content of over-the-Counter Drug Advertising on Television

Tsao

1997

J Drug Educ

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The informational and symbolic content of 150 over-the-counter drug commercials on television are empirically analyzed in this study. Results on the informational content suggest that over-the-counter drug ads tend to focus on the concern of what the drug will do for the consumer, rather than on the reasons why the drug should be ingested. Accordingly, advertising strategy is centered on consumer awareness of the product as the primary goal. Educational commitment, however, did not seem to be blended into the promotional efforts for over-the-counter drugs. Findings on the symbolic content of over-the-counter drug ads reveal that drug images have been distorted. Performance of most drugs has been portrayed to be simple resolutions to relieve the symptom. Moreover, a casual attitude toward drug usage is encouraged in the commercials, while time lapse of drug effects is overlooked.

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Section: Problems and Significancesupporting

confidence: 82%

Informational and Symbolic Content of over-the-Counter Drug Advertising on Television

Tsao

1997

J Drug Educ

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“…The University of Northern British Columbia raises the question, "What's your passion?" (November 16,2009). It provides examples such as having a passion for the environment, discovery, or learning.…”

Section: Reward Yourselfmentioning

confidence: 99%

“…Magazines never appear more frequently than once a week; thus they have more time to dig into issues and situations than the daily newspaper, and consequently they have a better opportunity to bring events into focus and interpret their meaning. [15:238] A key tool for magazines to protect and promote culture is advertising [16,17]. It is Needless to mention that "[a]s part of the culture industry, advertising constitutes an apparatus for reframing meanings in order to add value to products" [18:5].…”

Section: Introductionmentioning

confidence: 99%

The Canadian Culture, Rhetoric, and Magazine Advertising: Analysis of Persuasive Devices in Maclean’s

Eid

2012

J Mass Communicat Journalism

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This paper looks at Canadian culture as an example of a culture reflected in the advertising content of magazines, within the context of rationalizing a modern style of communication power. Canadian culture can be seen as the Canadians' way of life, shared values, and means of expression. Canadians have successfully attempted to assert Canadian cultural sovereignty and protect their Canadianization policy regarding mass media content. Multiculturalism is also a national policy that has been represented and experienced in Canada. Looking at the rhetorical or persuasive devices used in advertisements helps to determine the role or influence of Canadian culture in the advertising process. Advertising is able to impact and influence through allusions to unity-for example, the term "We Canadians" ascribes to one unified notion of culture. The specific techniques to achieve this universalized view are rhetorical devices. Culture, Magazine Advertising, and Rhetoric Culture is understood both as a way of life-encompassing ideas, attitudes, languages, practices, institutions, and structures of power-and a whole range of cultural practices: artistic forms, texts, canons, architecture, mass-produced commodities, and so forth. [3:51] Culture encompasses the great classical works of literature, philosophy, art, painting, architecture, and music, among others, of a particular cultural epoch. In recent years, the term culture has been used in the social sciences more as a term "to refer to whatever is distinctive about the way of life of a people, community, nation, or social group" [4:2]. From this viewpoint, culture encompasses the shared values and means of expression that are most distinctive of a particular group or community. It is the set of practices that groups identify themselves with and it is the means by which members of a group or society produce and exchange particular cultural meanings among themselves and, broadly speaking, their communities and nations.

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“…While much of the information content research has focused on information conveyed in the main selling message of an ad (Gagnard and Morris 1988;Ghorpade 1986;King et al 1987;James and Vanden Bergh 1990;Laband 1989;McNeal and Daniel 1984;Tom et al 1984), studies, for the most part, have not closely examined the information appearing as fine-print footnotes in television advertisements. Our goal was to consider only this aspect of the ad, rather than the more general information content of the entire ad (as Resnik and Stern [1977] and others have done).…”

Section: Introductionmentioning

confidence: 97%

A Content Analysis of the “Fine Print” in Television Advertising

Kolbe

Muehling

1992

Journal of Current Issues & Research in Advertising

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This study examines the nature of "jine print" footnotes appearing in prime-time television advertising. Using content-analysis procedures, the objective was to appraise the practice of footnoting by examining its prevalence, as well as the temporal qualities, types of footnotes, and network, product, and ad length differences related to footnoting. Results suggest that footnoting is quite extensively used and the variability in the number of words per footnote, footnote exposure time, placement of footnotes, and footnote type may be related to factors such as network of broadcast, product catego y, and ad length. Issues regarding the public policy, legal, and practical signi,ficance offine-prin t messages as well as directions forfuture research are discussed.

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An Information Content Comparison of Magazine Ads across a Response Continuum from Direct Response to Institutional Advertising

Cited by 24 publications

References 13 publications

Informational and Symbolic Content of over-the-Counter Drug Advertising on Television

Informational and Symbolic Content of over-the-Counter Drug Advertising on Television

The Canadian Culture, Rhetoric, and Magazine Advertising: Analysis of Persuasive Devices in Maclean’s

A Content Analysis of the “Fine Print” in Television Advertising

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