The Journal of Advertising: A Twenty Year Appraisal

Abstract

As the Journal of Advertising completes its twentieth year of publication, it seems appropriate to investigate its evolution to date. The current paper looks at these first twenty years of the Journal by content analyzing the twenty-year index (among other sources). The findings indicate that an important evolution has occurred, as the Journal has focussed on developing advertising theory. The Journal has gradually become a forum for academics to present their research on societal, executional, and behavioral aspects of advertising.

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