TITLE

A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient

AUTHOR(S)
Stern, Barbara B.
PUB. DATE
June 1994
SOURCE
Journal of Advertising;Jun94, Vol. 23 Issue 2, p5
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The purpose of this paper is to present a revised communication model that describes advertising by drawing upon its kinship with crafted text rather than with everyday speech. The model expands the traditional communication triad by inscribing advertisers, promotional text, and consumers as multidimensional participants in a complex interactive process. The paper begins by presenting the rationale for treating commercial messages as written "text" and recategorizing them as more complex than the oral discourse of word-of-mouth conversations. It next summarizes the steps by which the original oral communication model is transformed from speech to literature to advertising. It then discusses the expanded triad, considering multiple aspects of the source, the message, and consumer-recipients. It concludes with suggestions for research using the revised model to investigate gaps in knowledge about source credibility, message/media effects, and the interactive consumer.
ACCESSION #
9408152592

 

Related Articles

  • Humor in Television Advertising. Kelly, J. Patrick; Solomon, Paul J. // Journal of Advertising;1975, Vol. 4 Issue 3, p31 

    The use of humorous commercials is quite evident in television advertising today. This article reports the results of a content analysis of over 2,000 television commercials. Humorous advertisements were analyzed and compared to non-humorous commercials with respect to their use of animation,...

  • Message Design Logic, Goal Structure, Interpersonal Construct Differentiation, and Situation. Hample, Dale; Dallinger, Judith M. // Conference Proceedings -- National Communication Association/Ame;1991 Argument in Controversy, p188 

    The article investigates some of the effects that situation has on argumentation. In this study, the authors considered B. J. O'Keefe's work on design logic and goal structure by exploring her claim that situational variables will affect the sophistication of the messages which people produce....

  • FACTORIAL ANALYSIS IN COMMUNICATION RESEARCH. Davis, Richard M. // Journal of Business Communication;Winter67, Vol. 4 Issue 2, p3 

    Factor analysis and analysis of variance are used to test experimentally the most effective content, organization, and presentation of given kinds of messages. Some of the specific findings reinforce concepts business-communications professors have been teaching for years; others may surprise...

  • An Information Content Comparison of Magazine Ads Across a Response Continuum from Direct Response to Institutional Advertising. James, E. Lincoln; Vanden Bergh, Bruce G. // Journal of Advertising;1990, Vol. 19 Issue 2, p23 

    Resnik and Stern's (1977) fourteen-item information scale was used to compare the relative information value of direct response, product/store image, and institutional ads contained in eighteen magazines. Content analysis of 8,470 ads revealed that direct response ads tend to differ...

  • The Effectiveness of Standardized Global Advertising. Green, Robert T.; Cunningham, William H.; Cunningham, Isabella C.M. // Journal of Advertising;1975, Vol. 4 Issue 3, p25 

    International advertisers are often faced with the problem of whether and to what extent they should change their messages from one country to another. Some advertisers feel that messages can be standardized across countries, while others believe adaptation is usually necessary. The study...

  • Message Sidedness at the Brand and Product Form Levels: Overcoming the Shortcomings of Two-Sided Messages? Kwai-Choi Lee, Christina; Zwick, Rami; Lang, Bodo // Advances in Consumer Research;1999, Vol. 26 Issue 1, p485 

    This paper investigates how messages that contain only positive information vary in their effectiveness from messages that portray both positive and negative arguments. The authors propose that, in a low price condition, a two-sided message with comparison at the product form level has the...

  • Towards a New Typology for Visual and Textual Rhetoric in Print Advertisements. Van Mulken, Margot // Advances in Consumer Research - European Conference Proceedings;2006, Vol. 7, p59 

    Several studies have shown that rhetorical figures enhance the appreciation of print advertisements. In order to predict the effect of these figures, a typology of figures in relation to their complexity and deviation is required. McQuarrie & Mick (1996, 1999, 2003) have been the first to...

  • A Comparison of Advertising Content: Business to Business Versus Consumer Services. Turley, L.W.; Kelley, Scott W. // Journal of Advertising;Winter97, Vol. 26 Issue 4, p39 

    Several studies have investigated differences between goods and services advertisements, but no research has examined differences between business-to-business services advertising and consumer services advertising. The authors use the content analysis method to investigate differences in several...

  • The Use of Figures of Speech in Print Ad Headlines. Leigh, James H. // Journal of Advertising;Jun94, Vol. 23 Issue 2, p17 

    A content analysis of 2183 print ads with a headline was conducted to investigate the frequency with which figures of speech and figure categories are used in ad headlines and the extent to which selected executional factors relate to their use. A figure of speech entails the use of words in a...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics