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Articles (19)

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1-10 of 19 results for advertising schema

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Select article: How Advertorials Deactivate Advertising Schema: MTurk-Based Experiments to Examine Persuasion Tactics and Outcomes in Health Advertisements

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Research article

First published 2017-10

How Advertorials Deactivate Advertising Schema: MTurk-Based Experiments to Examine Persuasion Tactics and Outcomes in Health Advertisements

Sunny Jung Kim, Jeffrey T. Hancock

Communication Research

Select article: Does Sexual-Stimuli Intensity and Sexual Self-Schema Influence Female Consumers’ Reactions toward Sexualised Advertising? An Australian Perspective

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Research article

First published 2015-8

Does Sexual-Stimuli Intensity and Sexual Self-Schema Influence Female Consumers’ Reactions toward Sexualised Advertising? An Australian Perspective

Jessica Wyllie, Jamie Carlson, Philip J. Rosenberger

Australasian Marketing Journal

Select article: Appropriating Reality: Consumers' Perceptions of Schema-Inconsistent Advertising

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Research article

First published 1997-3

Appropriating Reality: Consumers' Perceptions of Schema-Inconsistent Advertising

Hazel G. Warlaumont

Journalism & Mass Communication Quarterly

Select article: Exploring Effects of Self-Evaluative and Motivational Schema in Appearance on Advertising Effectiveness in Fashion Ads

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Research article

First published 2022-4

Exploring Effects of Self-Evaluative and Motivational Schema in Appearance on Advertising Effectiveness in Fashion Ads

Ui-Jeen Yu

Clothing and Textiles Research Journal

Select article: When Advertising and Public Relations Converge: An Application of Schema Theory to the Persuasive Impact of Alignment Ads

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First published 1999-9

When Advertising and Public Relations Converge: An Application of Schema Theory to the Persuasive Impact of Alignment Ads

Toni L. Schmidt, Jacqueline C. Hitchon

Journalism & Mass Communication Quarterly

Select article: Explaining the Special Case of Incongruity in Advertising: Combining Classic Theoretical Approaches

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Research article

First published 2004-06

Explaining the Special Case of Incongruity in Advertising: Combining Classic Theoretical Approaches

Eun-Ju Lee, David W. Schumann

Marketing Theory

Select article: Divergent or relevant is better? The interaction effect of creative advertising under AI participation and sensation seeking tendency on visiting intention

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Research article

First published 2025

Divergent or relevant is better? The interaction effect of creative advertising under AI participation and sensation seeking tendency on visiting intention

Mengmeng Song, Caiyue Chen, Yuchen Wang [...]

Journal of Vacation Marketing

Select article: The Murray scheme: advertising and editorial independence in Canada,1920

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Research article

First published 2005-03

The Murray scheme: advertising and editorial independence in Canada,1920

Russell Johnston

Media,Culture & Society

Select article: Sugar and Sports: Age Differences in Children’s Responses to a High Sugar Cereal Advertisement Portraying Physical Activities

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Research article

First published 2019-7

Sugar and Sports: Age Differences in Children’s Responses to a High Sugar Cereal Advertisement Portraying Physical Activities

Jessica Castonguay

Communication Research

Select article: Augmented Reality Advertising in Entertainment Programming: An Exploration Across Cultures

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Research article

First published 2023-3

Augmented Reality Advertising in Entertainment Programming: An Exploration Across Cultures

Hui-Fei Lin, Hsin-yi Sandy Tsai, Benjamin Yeo

Journal of Creative Communications

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