Howard,John A. and J. Hulbent. Advertising and the Public Interest. Chicago: Crain,Inc., 1973

Abstract

This study presents a content analysis of sexual portrayals in magazine advertisements during 1964 and 1984. The results show that the percentage of ads with sexual content did not increase over the twenty-year period, but that the types of sexual portrayals did; sexual illustrations became more overt; and there was a greater reliance on visual than verbal sex in 1984 than 1964. The study also found that female models are more likely to be portrayed as sexually clad, partially clad or nude than were male models.     

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.     

The New World of Advertising. Compiled by the editors of Advertising Age. Chicago: Crain Books, 1975

Abstract

This study empirically tested the assumption that the more creative alternatives generated, the better the chance of developing the most effective campaign creative strategy. A panel of four professional creative people from a branch of a “top-twenty” advertising agency judged positioning statements generated by four groups of advertising students. Various analyses of the data tended to confirm the assumption.     

Evans,W. A. Advertising Today and Tomorrow. Great Britain: George Allen and Unwin, 1974

Abstract

This study reports on developments in the international advertising agency business during the 1970s. Findings suggest that U.S. agencies remain the dominant force in international advertising in contrast to the declining performance of U.S. industry in other sectors. Specifically, American agencies have found faster growth in their overseas markets leading to continually larger shares of their total billings; there has been a growing concentration in the international business of U.S. agencies and in the industry internationally; and, the international experience of U.S. agencies has led to a growing penetration of foreign markets, to growth in productivity, and to increasing domestic market power. Results of the study indicate however, that U.S. agencies may be facing increasing challenges from non-U.S. agencies in the future; notably from the West European, Japanese, and some developing countries.