Peer reviewedERIC Number: EJ266956
Record Type: CIJE
Publication Date: 1982
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
Assessing the Reading Process When Women Read Advertisements.
Rogers, C. D.
Reading Improvement, v19 n2 p114-16 Sum 1982
Concludes that (1) when women read advertisements, they screen them through their own personalities, including their personal and family marketing needs, and (2) the process they use to do this depends more on the product advertised and its usefulness than on the advertisement. (FL)
Descriptors: Adults, Advertising, Cognitive Processes, Females, Information Needs, Periodicals, Reading Processes, Reading Research
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
