Subject Index
 

Discusses the benefits of advertising on Spanish-language TV (and other media) when attempting to market to the US Hispanic population.

Complains that many commercials currently on television are simply unintelligible to the viewer, and seeks explanations. “If incomprehensible commercials are running on television and nobody cares, th ...

Advertising agencies are increasingly using English in Dutch commercials because of financial and image reasons. This paper investigates how often commercials that contain English occur and the exten ...

Persuasion, meaning a viewer's intention to purchase, is one of the objectives of television advertising. An experiment was undertaken to ascertain an index of persuasion based on Hispanics viewing te ...

The impact of two variables reflecting emotions portrayed in commercials are investigated. Emotional flow is investigated by examining the impact of commercials which portray a changing pattern of emo ...

A content analysis of 324 Chinese television commercials that appeared on Chinese national and local channels was conducted. The Resnik and Stern (1977) evaluation criteria were adopted to determine t ...

The relationship between message strategy (what is communicated in a commercial) and commercial effectiveness is explored in this paper. Over 1,100 commercials for which effectiveness measures were av ...

The difficulty of communicating to people of diverse cultures and nations is one of the greatest creative challenges in international advertising. In most cases, differences in cultural and other envi ...

An outline survey of the complex picture of television cross Europe: the changing nature of television systems and the implications of such changes. The article discusses the potential for subscriptio ...