Read complete books and articles on: Television Advertising

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12 of the Best Books and Articles on: Television Advertising

as selected by Questia librarians

1.

Consumer Culture and TV Programming (Chap. 1 "Advertising, Economics, and the Media" » Read Now
by Robin Andersen. 306 pgs.

Collections: Entire Library
2.

Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why (Chap. 16 "Learning to Use 15-Second TV Commericals") » Read Now
by Max Sutherland, Alice K. Sylvester. 336 pgs.

Collections: Entire Library

Contrary to popular belief, most ads are not designed to make consumers want to buy the product. Using examples from popular international campaigns, this book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind...
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Contrary to popular belief, most ads are not designed to make consumers want to buy the product. Using examples from popular international campaigns, this book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind than another, dispels the myths behind subliminal advertising, reveals the tricks successful advertisers use, and clarifies how and why some messages work and some misfire. Illustrations.
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3.

Cable TV Advertising: In Search of the Right Formula » Read Now
by Rajeev Batra, Rashi Glazer. 198 pgs.

Collections: Entire Library

This volume brings together leading academic researchers and industry professionals to discuss the underlying factors that determine where cable TV advertising is today and what can and should be done in the future. The authors are united in their belief that cable TV advertising has not lived up to...
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This volume brings together leading academic researchers and industry professionals to discuss the underlying factors that determine where cable TV advertising is today and what can and should be done in the future. The authors are united in their belief that cable TV advertising has not lived up to its original promise because key players--system operators, programmers, and advertisers--still act as if cable TV is an alternative to traditional mass audience broadcast rather than a fundamentally new and unique medium.
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4.

Cable Advertising and the Future of Basic Cable Networking, in Journal of Broadcasting & Electronic Media » Read Now
by David Waterman, Michael Zhaoxu Yan. 13 pgs.

Collections: Entire Library
5.

Advertising to Children on TV: Content, Impact, and Regulation » Read Now
by Mark Blades, Barrie Gunter, Caroline Oates. 209 pgs.

Collections: Entire Library

Concern is growing about the effectiveness of television advertising regulation in the light of technological developments in the media. There is currently a rapid growth of TV platforms in terrestrial, satellite, and cable formats and these will soon move into digital transmission. These all offer...
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Concern is growing about the effectiveness of television advertising regulation in the light of technological developments in the media. There is currently a rapid growth of TV platforms in terrestrial, satellite, and cable formats and these will soon move into digital transmission. These all offer opportunities for greater commercilization through advertising on media that have not previously been exploited. In democratic societies, there is a tension between freedom of speech rights and the harm that might be done to children through commercial messages. This book explores all of these issues and looks to the future in considering how effective codes of practice and regulation will develop.
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6.

Harvesting Minds: How TV Commercials Control Kids » Read Now
by Roy F. Fox. 212 pgs.

Collections: Education, Entire Library

What happens when kids are held captive to an endless stream of MTV-like television commercials? Armed with a tape recorder, Fox, a language and literacy researcher, spent two years interviewing over 200 students in rural Missouri schools. Why? Because more than eight million students in 40% of...
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What happens when kids are held captive to an endless stream of MTV-like television commercials? Armed with a tape recorder, Fox, a language and literacy researcher, spent two years interviewing over 200 students in rural Missouri schools. Why? Because more than eight million students in 40% of America's schools watch TV commercials as part of Channel One's broadcast every day. Students "read" commercials far more often than they read Romeo and Juliet. These ads now constitute America's only national curriculum. In this groundbreaking study, Fox explores how these commercials affect kids' thinking, language, and behavior.
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7.

The Perpetuation of Subtle Prejudice: Race and Gender Imagery in 1990s Television Advertising, in Sex Roles: A Journal of Research » Read Now
by Scott Coltrane, Melinda Messineo. 27 pgs.

Collections: Psychology, Entire Library
8.

Videostyle in Presidential Campaigns: Style and Content of Televised Political Advertising » Read Now
by Lynda Lee Kaid, Anne Johnston. 230 pgs.

Collections: Entire Library

Kaid and Johnston report the results of a systematic and thorough analysis of virtually all of the political commercials used in general election campaigns from 1952 through the 1996 presidential contest.
9.

Television and Political Advertising: Psychological Processes, Vol. 1 » Read Now
by Frank Biocca, University of North Carolina at Chapel Hill, Center for Research in Journalism and Mass Communication. 366 pgs.

Collections: Psychology, Entire Library
10.

Television and Political Advertising, Vol. 2 » Read Now
by Frank Biocca. 268 pgs.

Collections: Entire Library
11.

Agency Creatives Like TV Advertising Best, in Newspaper Research Journal » Read Now
by Leonard N. Reid, Karen Whitehill King. 16 pgs.

Collections: Entire Library
12.

Television Commercials as a Lagging Social Indicator: Gender Role Stereotypes in Korean Television Advertising, in Sex Roles: A Journal of Research » Read Now
by Kwangok Kim, Dennis T. Lowry. 10 pgs.

Collections: Psychology, Entire Library