Peer reviewedERIC Number: EJ532130
Record Type: CIJE
Publication Date: 1996
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-1077-6990
EISSN: N/A
Modeling Format and Source Effects of an Advocacy Message.
Straughan, Dulcie; And Others
Journalism and Mass Communication Quarterly, v73 n1 p135-46 Spr 1996
Investigates the impact of format and source on attitudes and behavioral intentions of an audience receiving a corporation's advocacy message. Suggests that news stories may be more effective than ads, and that a CEO (chief executive officer) appears more persuasive than an outside authority because the CEO can generate more interest among the audience. (SR)
Descriptors: Advertising, Communication Research, Higher Education, Models, Persuasive Discourse, Public Relations
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
