Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar
non-advertising formats, differ from other more direct forms of advertising in several ways …

The eighth edition of this text remains an indispensable resource for mass communication
psychology and media effects courses. This book gives readers an in-depth understanding …

Television continues to play a major role in the lives of most children and adolescents, but
current research also reflects the explosive growth in new technologies and their …

Recent growth in the US economy has been in the service sectors, and increased
understanding of the marketing and advertising of services is critical to sustaining this …

Spokes-characters have appeared in numerous promotion campaigns throughout the past
century. While interest in these characters has evolved over time, a substantial portion of the …

Given the explosion of research in the past decade that has examined the Aad‐Ab‐PI
relationship using adult subjects, one would expect to see an almost parallel stream of …

As advertisers continue to develop new formats of online content that blurs the line between
advertising and news or entertainment, the need to understand how consumers process …

This study employed content analysis to examine animation and animated spokes-
characters in television advertising. The majority of spokes-characters observed in this study …

Media and the American Child summarizes the research on all forms of media on children,
looking at how much time they spend with media everyday, television programming and its …

A growing interest in advertising spokes-characters as product presenters suggests the
need to establish a foundation for serious academic inquiry in this topic area. The issues that …