Advances in Advertising Research VIII: Challenges in an Age of Dis-Engagement

Front Matter....Pages I-XI
A Τypology of Minimalism in Advertising....Pages 1-15
Article or Ad? Readers’ Recognition and Evaluations of Native Advertisements on Online News Websites....Pages 17-30
Can Advertisers Benefit from the Name-Letter- and Birthday-Number Effect?....Pages 31-44
Can Disclosures Aid Children’s Recognition of TV and Website Advertising?....Pages 45-57
Do Online Reviews Affect Customers Differently When They Are Actually Read?....Pages 59-70
Don’t Disturb the Dead: Consumers’ Attitude toward Promotional Messages on Post-Mortem Facebook Pages....Pages 71-83
Effects of Brand Placement Disclosures: An Eye Tracking Study Into the Effects Of Disclosures and the Moderating Role of Brand Familiarity....Pages 85-96
External and Internal Context in the Coherence of Advertisement: An Empirical Study on the Affect to the Ad and Brand....Pages 97-107
Facial Expressions to Evaluate Advertising: A Laboratory versus Living Room Study....Pages 109-122
High and Light, Dark and Heavy? Using Metaphoric Associations to Affect Perceptions of the Nutritional Content of Food Products....Pages 123-137
In Arabic, English, or a Mix? Egyptian Consumers’ Response to Language Choice in Product Advertisements, and the Role of Language Attitudes....Pages 139-153
In the Beginning Was the Word: Establishing the Foundations for Creativity Research in Rhetoric Theory....Pages 155-167
Increasing Co-Product Evaluations by Using Integrative Logos....Pages 169-182
Investigating the Influence of Musical Congruity in Higher Education Advertising: A Genre Congruity Perspective....Pages 183-196
Media Multitasking and the Role of Task Relevance in Background Advertising Processing....Pages 197-212
Nothing Beats Quality? The Influence of Consumer Testing Signs on the Evaluation of Print Ads....Pages 213-225
Partnership in the Forefront: Advertising Agencies’ Roles and Business Clients’ Loyalty....Pages 227-236
Reflection of Values-Practices Inconsistency in Advertising from Finland....Pages 237-251
Salient Appeals in Advertising Promoting Breast Self-Examination and Mammography Examination....Pages 253-267
Should She Hold It or Should She Eat It? The Efficient Pose of Testimonials to Improve Perceptions of Tastiness of Food Products....Pages 269-282
When Risk Communication Messages Should Be Assertive: Differentiating the Moderating Effects of Perceived Issue Importance and Perceived Susceptibility....Pages 283-293