New Product Development. Gruenwald,George. Chicago: Crain Books, 1985, 414 Pp. $34.95

A core value throughout much of American history, frugality received official sanction during World War II when the U.S. government, to mobilize the home front, launched poster campaigns that preached being thrifty with goods and services, recycling metals and other materials, growing and storing food at home, obeying price and ration controls, and buying war bonds. This paper examines the consumption context, implementation, creative execution, and impact of government-sponsored poster advertising during this important turning point in the history of American consumer culture. The final section considers the significance of these campaigns in consumption and poster history, as well as some implications for reinspiring frugal values and behaviors.     

Benevolent Dictators. Cummings,Bart A. Chicago: Crain Books, 1984. 344 Pp. $24.95

Abstract

A mall-intercept study recruited 601 subjects in three cities who viewed simulated Yellow Pages ads for florists or caterers. Ad information was either generally stated or specific to the product involved. Ads either did or did not contain color. Color was used to attract attention to the ad or else to enhance product appearance. Subjects selected an initial consideration set and a final set of ads to call. Ads with product-specific information were more likely to be considered and called. Findings showed that ads with color were more likely to be considered, but only using product-enhancing color increased chances that an ad would be called. Ads that used enhancing color in a manner that substantiated verbal claims were most likely to be called first.     

Advertising Age Yearbook 1983. Covering the Events of 1982. Chicago: Crain Books, 1983, 320 pp. $34.95

Abstract

The use of highly attractive women in advertising is certainly popular, though support for their effectiveness is somewhat mixed (e.g., Bower and Landreth 2001; Caballero, Lumpkin, and Madden 1989; Caballero and Solomon 1984). Other research has established that some women experience negative affect by comparing themselves with these beautiful models (e.g., Irving 1990; Martin and Gentry 1997; Richins 1991). The present research extends prior undertakings by investigating whether the negative affect stemming from comparisons with these highly attractive models may have a negative impact on advertising effectiveness. The pattern of results from two studies indicates that, when sufficient negative affect is generated as a consequence of comparison with beautiful models, evaluations of both the model as a spokesperson and the product argument may be affected adversely because of model derogation. Given the significant effect that evaluations of spokesperson and product argument can have on product evaluations and intentions, the importance of this finding of model derogation is discussed.     

Fundamentals of Copy and Layout. Book,Albert C. and C. Dennis Schick. Chicago: Crain Books, 1984. $14.95

Abstract

The Federal Communications Commission relaxed commercial television licensee obligations regarding deceptive advertising in 1985. Local broadcasters may now decide which clearance policies to use to determine if advertisements are deceptive. A national mail survey of commercial television station sales managers was conducted to determine whether advertising clearance policies vary by station profitability or organization size. The proposition that clearance policies may be used to make a station's airtime more attractive to viewers was also given a preliminary test. Results suggest that clearance policies are affected by profitability level and organization size. The implications of study findings are discussed.