J Adv Res
Introduction
Journal of Advertising Research, 64(1)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
The JAR 2024 List of Research Priorities: An Advertising Industry-Informed List of Areas Where Research Is Needed Most
—Colin Campbell [] []
How to Use the Power of Advertising to Enhance Social Good: Introducing a Special Issue on Prosocial Advertising Messages
—Marla B. Royne Stafford [] []
The Impact of Fusion Metaphors in Health Appeals on Consumer Attitudes: Tasty but Unhealthy, Healthy but Not Tasty—Duality Considerations in Health Messaging
—Olivia Petit and Tobias Otterbring [] []
How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness: Consumer Response to Social and Mass Media Promotion for Pregnancy Screening Programs
—Celine Northcott, Philippa Middleton, Maria Makrides, and Lucy Simmonds [] []
How Charitable Appeals Shape Donors’ Donation Choices—Giving Food or Books: Nuances in Donors’ Responses to Positive versus Negative Appeals
—Jihao Hu, Tongmao Li, and Zhimin Zhou [] []
Purpose Advertising and the Credibility Gap: How Consumers Respond to Established Versus Emergent Brand Activist Messaging
—Tyler Milfeld and Eric Haley [] []
When Are Photographs or Illustrations More Effective in Public Service Ads? The Role of Visual Medium in Consumer Response toward Public Service Advertisements
—Rita Ngoc To [] []
Pride Appeals and Temporal Framing Compatibility Effects In Green Advertising: Will the Match Lead to Persuasive Outcomes by Consumers?
—Chung In (Hazel) Yun and Kathrynn Pounders [] []