This paper uses literary criticism as the basis for stimulus-side analysis of nostalgia in
advertising text. It provides a historical context for modern nostalgia by discussing the …

The purpose of this paper is to present a revised communication model that describes
advertising by drawing upon its kinship with crafted text rather than with everyday speech. The …

This research examines differences in consumers' sympathy and empathy responses to
televised drama commercials. The research framework is multidisciplinary, for construct …

This article presents a structural analysis of myths in consumption text, using Northrop Frye's
taxonomy of mythoi to assign consumer narratives and selected advertisements to four …

This study examines the influence of product placements in television serial comedies on
consumer attitudes toward the products. Proposing a "Balance Model of Sitcom Product …

This article addresses the meaning of the term brand means by presenting a method of historical
analysis and construct definition based on information in the Oxford English Dictionary. …

… Correspondence regarding this article should be sent to: Barbara B. Stern, Faculty of
Management, Rutgers, The State University of New Jersey, 180 University Avenue, Newark, NJ …

This article examines text and consumer responses from the perspective of postmodern
feminist literary criticism. It uses a feminist framework to incorporate the issues of advertising as …

Asian-Americans are a growth market. Their affluence, high education, and work ethic position
them as a “model minority.” However complimentary that term may seem, it nonetheless …

This article proposes literary criticism as a source of insight into consumer behavior, presents
a broad overview of literary criticism, provides a specific illustrative analysis, and offers …