ERIC Number: EJ548867
Record Type: Journal
Publication Date: 1997
Reference Count: N/A
Appropriating Reality: Consumers' Perceptions of Schema-Inconsistent Advertising.
Warlaumont, Hazel G.
Journalism and Mass Communication Quarterly, v74 n1 p39-54 Spr 1997
Surveys consumers about their perceptions of advertising styles that mimic news, documentary, and editorial formats and about its associations. Suggests that these "hybrid" styles triggered values and meaning generally associated with more realistic forms of communication, perhaps making realism an involving and positive marketing strategy. (SR)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A