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Advertising: Strong Force or Weak Force? Two Views an Ocean Apart

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References

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1962The hidden persuaders814 cited
1964Confessions of an Advertising Man377 cited
1986What's in a Name?: Advertising and the Concept of Brands108 cited

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1992Differences between American and British Television Advertising: Explanations and Implications64 cited
2001Advertising complainants: who and where are they?43 cited
2008An ethical evaluation of product placement: a deceptive practice?43 cited
2019Redefining Rational and Emotional Advertising Appeals as Available Processing Resources: Toward an Information Processing Perspective42 cited
2017Exploring the interactive effects of brand use and gender on cause-related marketing over time32 cited
2011The Secret of Television’s Success: Emotional Content or Rational Information?32 cited
1999Sponsorship: An Evaluation of Management Assumptions and Practices30 cited
2007

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Emotional Persuasion in Advertising: A Hierarchy-of-Processing Model

25 cited

2006Evaluating Advertising Effects on Brand Perceptions: Incorporating Prior Knowledge24 cited

2023Gender in Fashion Advertising on Social Media: A Multimodal Discourse Analysis Approach24 cited

1999What can advertising really do for brands?22 cited

1997‘Ring Ring’: Visual Pun or Passing Off?18 cited

2009Brand image, equity, and sports sponsorship15 cited

2020Measuring advertising’s effect on mental availability14 cited

2011Cue Management: Using Fitness Cues to Enhance Advertising Effectiveness10 cited