Social and Behavioral Sciences Commons^™

The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

The use of promotional messages that resemble editorial content is a long-standing practice in advertising, occurring in all major media, from advertorials in newspapers and magazines, to infomercials on television, to, most recently, digital “native” advertising on the internet. However, we have arguably never experienced as much growth in these advertising-editorial “hybrid” messages, as they are sometimes called (Balasubramanian 1994) as we have in recent years, as their use in existing media has grown while new forms have emerged with new media.

One of the older forms of hybrid message, the magazine advertorial presents an interesting hybrid message format for …

Investigating The Ichthus (Fish) Christianity Symbol On Perceived Source Credibility Of Service Providers Under Different Service Evaluation Contexts, Jeri L. Jones, Mahmood T. Shandiz

Atlantic Marketing Association Proceedings

Combining religious practices with commercial pursuits for profit is neither a novel nor an insignificant trend (Belk, Wallendorf, and Sherry 1989; McDannell 1995). Today, marketplace use of Christian symbols in secular advertising is becoming more common, especially in certain geographic locations within the United States. Christian religion-based messages and symbols regularly appear in a wide range of advertisements. The Christian elements in these ads often include Bible verses, crosses, doves, and often, the Christian fish symbol (Ichthus). Similar Christian messages are often observed in outdoor advertising, retail store signage, product packaging, and even the daily newspaper. These examples illustrate that …