Encyclopedia of Communication and Information, Volume I-III by Jorge Reina Schement

By Jorge Reina Schement

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1996). ” Psychology & Marketing 13(5):517–530. , and Read, J. Don. (1985). ” American Psychologist 40:1231–1239. JOEL SAEGERT ADVERTISING EFFECTS Advertising is paid, nonpersonal communication that is designed to communicate in a creative manner, through the use of mass or informationdirected media, the nature of products, services, and ideas. It is a form of persuasive communication that offers information about products, ideas, and services that serves the objectives determined by the advertiser.

Thus, various advertisements emphasized “That Ivory Look,” which focused on A 1917 advertisement for Ivory Soap features the famous statements that “It Floats” and indicates how “pure” the product is. (Bettmann/Corbis) the relationships between product characteristics and the benefits of obtaining a fresh and healthy appearance. The third and most important function of advertising, persuasion, is also evident in the long-running Ivory Soap advertising campaigns. The advertiser, Procter and Gamble, has linked Ivory Soap with obtaining benefits that are important to customers: a fresh and healthy appearance for women, a mild, nonirritating method for bathing babies, and a novelty for children in the tub (since it floats).

Van Evra, Judith (1998). Television and Child Development, 2nd edition. Mahwah, NJ: Lawrence Erlbaum. Williams, Tannis MacBeth, ed. (1986). The Impact of Television: A Natural Experiment in Three Communities. New York: Praeger. GEORGE COMSTOCK ACCESS TO INFORMATION See: Reference Services and Information Access; Retrieval of Information ADDICTION See: Dependence on Media ADOPTION OF TECHNOLOGY See: Diffusion of Innovations and Communication; Technology, Adoption and Diffusion of ADVERTISING, CHILDREN AND See: Children and Advertising ADVERTISING, SUBLIMINAL The notion of subliminal advertising, that is, that advertisers can influence the desirability or even purchase of a brand through using hidden, undetectable advertising stimuli, is one of the myths of twentieth-century popular culture.

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