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Full-Text Articles in Business
The Depiction Of Female Models In Sport Television Commercials In The United States By Degree Of Slenderness: An Appraisal, Robin T. Peterson, Bing Xu, Yam Limbu
The Depiction Of Female Models In Sport Television Commercials In The United States By Degree Of Slenderness: An Appraisal, Robin T. Peterson, Bing Xu, Yam Limbu
Department of Marketing Faculty Scholarship and Creative Works
This manuscript narrates the results of an examination of the portrayal of the degree of slenderness of female models in sport marketing television commercials in the United States. A visual content analysis was employed to gather and to interpret the data. In turn, the analysis revealed that the commercials utilized substantial numbers of models who were inordinately slender, depicted these models more favorably than they did heavier models, and presented them in a fashion that pointed to superior social status and hierarchy positions.
Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney
Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney
Business Faculty Articles and Research
This article relies on advertising and persuasive communications theories to uncover persistent variations in investor response to television stock recommendations targeting naive investors. The authors use an event study methodology to determine the size of the next-day abnormal market reaction to recommendations on Mad Money with Jim Cramer. Although viewers are actively looking for recommendations, the results show that any individual recommendation is still subject to many of the same communication challenges as traditional advertisements. A regression analysis finds that traditional advertising variables, such as message length, recency-primacy effects, information clutter, and source credibility, influence the size of the market …
Walker, Marion (Kumler), B. 1864 (Sc 1948), Manuscripts & Folklife Archives
Walker, Marion (Kumler), B. 1864 (Sc 1948), Manuscripts & Folklife Archives
MSS Finding Aids
Finding aid and scan (Click on "Additional Files" below) for Manuscripts Small Collection 1948. Letter to prospective sales agents and promotional material for a beauty aid product produced and distributed by Mrs. Marion Walker of Louisville, Kentucky.
New-School Trademark Dilution: Famous Among The Juvenile Consuming Public, Alexandra J. Roberts
New-School Trademark Dilution: Famous Among The Juvenile Consuming Public, Alexandra J. Roberts
Law Faculty Scholarship
The recently enacted Trademark Dilution Revision Act of 2006 recalibrated the degree of fame necessary to garner protection: the TDRA applies only to a mark "widely recognized by the general consuming public of the United States as a designation of source of the goods or services of the mark’s owner." By privileging those major players who succeed in turning their brands into household names, the TDRA strengthens incentives for mark-owners to ensure their logos and brand names are well-recognized not only among adult consumers, but also among children. This Article examines a set of marketing behaviors aimed at children that …
The Nutrition Elite: Do Only The Highest Levels Of Caloric Knowledge, Obesity Knowledge, And Motivation Matter In Processing Nutrition Ad Claims And Disclosures?, J. Craig Andrews, Richard G. Netemeyer, Scot Burton
The Nutrition Elite: Do Only The Highest Levels Of Caloric Knowledge, Obesity Knowledge, And Motivation Matter In Processing Nutrition Ad Claims And Disclosures?, J. Craig Andrews, Richard G. Netemeyer, Scot Burton
Marketing Faculty Research and Publications
This study examines the role of the highest levels of caloric knowledge, obesity consequences knowledge, and motivation to search for nutrition information in the processing of relative nutrient content claims in advertisements, such as “half the calories” or “half the fat,” for products relatively high in total calorie levels. After controlling for the impact of demographics, dietary habits, body mass index, relative ad claims and disclosures, perceived weight gain risk, and other variables, the authors find curvilinear (quadratic) effects for caloric knowledge, obesity consequences knowledge, and motivation to search for nutrition information on intent to buy an advertised, high-calorie snack …
A Cross -Cultural Research About Advertising Practices For Self-Image Projective Products Between The United States And Thailand, Pasinee Kaewmesri
A Cross -Cultural Research About Advertising Practices For Self-Image Projective Products Between The United States And Thailand, Pasinee Kaewmesri
Theses Digitization Project
This study performs a content analysis of the degree of standardization in print advertisements for self-image projective products. Catagories include perfumes, cosmetics jewelry, and women's apparel and accessories.
"Seeing Is Believing?" : A Persuasion Knowledge Model On Attitudinal Evaluations In Advertisements, Yan Wu
"Seeing Is Believing?" : A Persuasion Knowledge Model On Attitudinal Evaluations In Advertisements, Yan Wu
Theses & Dissertations
This study examines the effects of individuals' beliefs about persuasion tactics (i.e., persuasion knowledge) evoked in an advertisement on their attitudes toward the advertisement and the advertised brand. Drawing on persuasion knowledge theory, this thesis develops a conceptual model that argues how ad image incongruence, defined as an inappropriate match-up between model type (western versus local) and advertised product category (western product category versus local product category) featured in advertisements, leads to the use of persuasion knowledge, which in turn affects attitudinal evaluations. A series of experimental studies were conducted. The results suggest that individual’s use of persuasion knowledge mediates …