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Full-Text Articles in Social and Behavioral Sciences
A Content Analysis Of Advertisements In The Fra And Craftsman Magazines, 1908-1916, Kathryn Runyan
A Content Analysis Of Advertisements In The Fra And Craftsman Magazines, 1908-1916, Kathryn Runyan
Theses
The present study used content analysis to examine advertisements appearing in Elbert Hubbard's The Fra and Gustav Stickley's The Craftsman magazines from 1908 through 1916. A total of 599 ads were analyzed to determine what type of advertisements dominated this period and to discover differences in the persuasive and informative appeals used by two creative forces in American business at the beginning of the 20th century, Elbert Hubbard and Gustav Stickley. The purpose of this study is to understand the advertising strategies appearing in The Craftsman and The Fra magazines.
Celebrity Endorsements In Print And Twitter: Comparing Brand Name Memorability And Credibility, Lauren Palmieri
Celebrity Endorsements In Print And Twitter: Comparing Brand Name Memorability And Credibility, Lauren Palmieri
Theses
The present study investigated the differences in brand name memorability and credibility of celebrity-endorsed advertisements presented in print and in Twitter. An experiment was conducted between two groups of participants. One group received treatments for print and the other for Twitter. Participants reviewed five advertisements, one of which contained a celebrity, then responded to 11 credibility belief statements and were tested on their memorability of the celebrity-endorsed ad. Significant differences were found in favor of remembering, buying and trusting a brand/product in celebrity-endorsed print ads. Significant differences were also found in the memorability of a celebrity-endorsed ad. The print group …