This article presents a longitudinal study of social responsibility themes in US bank advertising for the years 1992, 1997 and 2002. Content analysis is used to examine television commercials for socially responsible advertisements. Findings indicate that the communication of social...

Purpose – This study aims to examine how product involvement moderates the effects of emotional appeals namely humor and endorsers on consumers' responses to direct‐to‐consumer advertising (DTCA). Design/methodology/approach – This study employed a 2 (Humor: humor vs. non‐humor)×2...