Kogan Page has joined forces with the Chartered Institute of Public Relations to publish this uni... more Kogan Page has joined forces with the Chartered Institute of Public Relations to publish this unique series, which is designed specifically to meet the needs of the increasing numbers of people seeking to enter the public relations profession and the large band of existing PR ...
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2015
The depiction of time as a cultural value has received rather limited attention in the advertisin... more The depiction of time as a cultural value has received rather limited attention in the advertising literature, despite its frequent use in message strategy. This study fills that void by offering a framework for analyzing the many ways that time is depicted in advertising. The key time elements noted were Limited Time, Marking Time, More Time, Oriented Time, and Sequenced Time.
... that are exceptionally profitable and well managed can encounter sudden problems that may sta... more ... that are exceptionally profitable and well managed can encounter sudden problems that may stagger their enterprise. ... FounDations For crisis communication 5 regation platform. ... Not only was Food Lion's image tarnished, but the ABC network's behavior was also called into ...
ABSTRACT Advertising: The Business of Brands is a “non-genre” text, to borrow a term from film cr... more ABSTRACT Advertising: The Business of Brands is a “non-genre” text, to borrow a term from film criticism. Genre films, such as Westerns or romantic comedies, follow certain formulas and have recognizable forms (Kaminsky 1991). Similarly, advertising principles texts used in introductory courses are part of a genre that, until now, has included certain recognizable and expected forms. The genre of ad principles texts carries certain expectations about scope, writing style, and layout. These texts provide an overview of the field; are written in a linear, narrative style by the same author or set of authors; and are hardbound books of up to 26 chapters in length. The layout incorporates an abundance of colorful ads and a generous amount of white space for visual appeal.
Journal of Current Issues & Research in Advertising
Abstract This qualitative study examined the drinking ritual of 21st birthday celebrations among ... more Abstract This qualitative study examined the drinking ritual of 21st birthday celebrations among college student binge drinkers to gain insights that can lead to more effective campaign strategies. Through depth interviews, a pattern of intense peer pressure emerged, not only for the person turning 21, who is expected to be the “drunkest,” but for friends, who make the night risk free by giving the birthday person a “free pass.” Because each plays a role in a ritual that celebrates the “ultimate cliffhanger,” campaign strategies aimed solely at the person turning 21 are not sufficient to change behavior. The pros and cons of alternate approaches are explored.
Journal of Current Issues & Research in Advertising
Abstract This study tells the story of how two contrasting countries regulate the advertising of ... more Abstract This study tells the story of how two contrasting countries regulate the advertising of alcohol, given its status as a legal but potentially harmful product. Ukraine is a recent market economy still trying to reconcile its desire to build a consumer culture with its uncertainty of the power of advertising, whereas the United States has had more than a century to address fear over advertising effects. The study is an updated comparison to a study by Wolburg and Venger and answers a series of research questions regarding how the magazine advertising of alcohol in both countries meets regulatory standards, how the creative strategy is used to navigate regulations, and how the current advertising differs from that of 10 years prior.
... book. Their writings and other articles about specific issues can be found in the companion b... more ... book. Their writings and other articles about specific issues can be found in the companion bookReadings in Advertising, Society, and Consumer Culture, edited by Roxanne Hovland, Joyce Wolburg, and Eric Haley. vii Page 9. ...
Abstract Generation Y is regarded as the elusive new youth market, whose members are as resistant... more Abstract Generation Y is regarded as the elusive new youth market, whose members are as resistant to advertising efforts as were members of Generation X before them. To investigate various factors that influence the use of advertising among the college segment of ...
... book. Their writings and other articles about specific issues can be found in the companion b... more ... book. Their writings and other articles about specific issues can be found in the companion bookReadings in Advertising, Society, and Consumer Culture, edited by Roxanne Hovland, Joyce Wolburg, and Eric Haley. vii Page 9. ...
Kogan Page has joined forces with the Chartered Institute of Public Relations to publish this uni... more Kogan Page has joined forces with the Chartered Institute of Public Relations to publish this unique series, which is designed specifically to meet the needs of the increasing numbers of people seeking to enter the public relations profession and the large band of existing PR ...
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2015
The depiction of time as a cultural value has received rather limited attention in the advertisin... more The depiction of time as a cultural value has received rather limited attention in the advertising literature, despite its frequent use in message strategy. This study fills that void by offering a framework for analyzing the many ways that time is depicted in advertising. The key time elements noted were Limited Time, Marking Time, More Time, Oriented Time, and Sequenced Time.
... that are exceptionally profitable and well managed can encounter sudden problems that may sta... more ... that are exceptionally profitable and well managed can encounter sudden problems that may stagger their enterprise. ... FounDations For crisis communication 5 regation platform. ... Not only was Food Lion's image tarnished, but the ABC network's behavior was also called into ...
ABSTRACT Advertising: The Business of Brands is a “non-genre” text, to borrow a term from film cr... more ABSTRACT Advertising: The Business of Brands is a “non-genre” text, to borrow a term from film criticism. Genre films, such as Westerns or romantic comedies, follow certain formulas and have recognizable forms (Kaminsky 1991). Similarly, advertising principles texts used in introductory courses are part of a genre that, until now, has included certain recognizable and expected forms. The genre of ad principles texts carries certain expectations about scope, writing style, and layout. These texts provide an overview of the field; are written in a linear, narrative style by the same author or set of authors; and are hardbound books of up to 26 chapters in length. The layout incorporates an abundance of colorful ads and a generous amount of white space for visual appeal.
Journal of Current Issues & Research in Advertising
Abstract This qualitative study examined the drinking ritual of 21st birthday celebrations among ... more Abstract This qualitative study examined the drinking ritual of 21st birthday celebrations among college student binge drinkers to gain insights that can lead to more effective campaign strategies. Through depth interviews, a pattern of intense peer pressure emerged, not only for the person turning 21, who is expected to be the “drunkest,” but for friends, who make the night risk free by giving the birthday person a “free pass.” Because each plays a role in a ritual that celebrates the “ultimate cliffhanger,” campaign strategies aimed solely at the person turning 21 are not sufficient to change behavior. The pros and cons of alternate approaches are explored.
Journal of Current Issues & Research in Advertising
Abstract This study tells the story of how two contrasting countries regulate the advertising of ... more Abstract This study tells the story of how two contrasting countries regulate the advertising of alcohol, given its status as a legal but potentially harmful product. Ukraine is a recent market economy still trying to reconcile its desire to build a consumer culture with its uncertainty of the power of advertising, whereas the United States has had more than a century to address fear over advertising effects. The study is an updated comparison to a study by Wolburg and Venger and answers a series of research questions regarding how the magazine advertising of alcohol in both countries meets regulatory standards, how the creative strategy is used to navigate regulations, and how the current advertising differs from that of 10 years prior.
... book. Their writings and other articles about specific issues can be found in the companion b... more ... book. Their writings and other articles about specific issues can be found in the companion bookReadings in Advertising, Society, and Consumer Culture, edited by Roxanne Hovland, Joyce Wolburg, and Eric Haley. vii Page 9. ...
Abstract Generation Y is regarded as the elusive new youth market, whose members are as resistant... more Abstract Generation Y is regarded as the elusive new youth market, whose members are as resistant to advertising efforts as were members of Generation X before them. To investigate various factors that influence the use of advertising among the college segment of ...
... book. Their writings and other articles about specific issues can be found in the companion b... more ... book. Their writings and other articles about specific issues can be found in the companion bookReadings in Advertising, Society, and Consumer Culture, edited by Roxanne Hovland, Joyce Wolburg, and Eric Haley. vii Page 9. ...
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Papers by Joyce Wolburg