The authors provide an integrative processing model of Internet advertising, which incorporates
the functional and structural schools of thought. The model begins with the functional …

This study examines whether the effects of the mass media on social capital and related
processes vary between rural and urban communities. A distinction is made between indicators …

… Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which
to compare, contrast, and evaluate advertising theories in a comprehensive and structured …

This experiment examines interactivity and vividness in commercial web sites. We expected
increased levels of interactivity and vividness would lead to more positive attitudes toward …

We propose and test an integrated process explanation for why narrative ads in general are
more persuasive than non-narrative ads. A study involving a random sample of 25 narrative …

This article addresses the question of how people process news photographs and news
stories as a function of their scores on 2 scales designed to measure 2 “cognitive styles” called …

A recent but robust phenomenon described in communication literature has been the third-person
effect—the finding that in response to mass media messages, such as news stories …

Synergy is a concept that many communication professionals believe in, but demonstrating
synergy effects in the laboratory or field settings to identify how synergy operates has proved …

The present study examines how different degrees of celebrity–product incongruence influence
the persuasiveness of celebrity endorsement. Schema-congruity framework provides the …

The authors examined the roles that race and news use play in predicting perceived
credibility of news coverage of ethnic groups. With data from a 2000 telephone survey of the …