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Unintended Effects of Advertising: An Updated Qualitative Review
[Zeitschriftenartikel]
Abstract Like most strategic communication efforts, advertising produces both intended and unintended effects. However, there has been little systematic effort to synthesizing the unintended effects of advertising. This paper attempt to fill the gap in the literature. A thematic review was conducted to revie... mehr
Like most strategic communication efforts, advertising produces both intended and unintended effects. However, there has been little systematic effort to synthesizing the unintended effects of advertising. This paper attempt to fill the gap in the literature. A thematic review was conducted to review the dimensions, types, and theories concerning the unintended effects of advertising. Variations of unintended effects in valence, levels of analysis, time lapse, content specificity, and audience types were discerned, on the basis of which a typology of nine unintended effects was proposed, including confusion, materialism, idealization, stereotypes, boomerang, violence, creativity, job performance and economic growth. The implications and directions for future research were discussed. It is hoped that the conceptual dimensions and types of unintended effects presented in this paper will serve as an evolving framework for endeavors to enhancing the theory and practice of advertising.... weniger
Klassifikation
Wirkungsforschung, Rezipientenforschung
Freie Schlagwörter
Unintended Effects; Advertising
Sprache Dokument
Englisch
Publikationsjahr
2020
Seitenangabe
S. 1-16
Zeitschriftentitel
Review of Communication Research, 8 (2020)
DOI
https://doi.org/10.12840/ISSN.2255-4165.021
ISSN
2255-4165
Status
Veröffentlichungsversion; begutachtet (peer reviewed)