The Roles of Advertising -- The Faces of Advertising -- Reception of Advertising -- Perceptions of Advertising …Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation … of research presented at the 11th International Conference in Advertising (ICORIA), which was held in Stockholm (Sweden …

Employing different experimental priming procedures and advertising treatments across two studies, we examine the … moderating role of consumer affective state on individuals’ responses to nostalgic and non-nostalgic advertising. Consistent with … theoretical implications of these findings as they relate to nostalgic advertising effects are discussed, and recommendations for …

Advertising helps in selling. It helps in selling through the art and business of persuasive communication. With …. Advertising makes a psychological impact on the consumers and so invites them to buy a product. Being loaded with psychological … overtone, the language of advertising messages is subtle and mesmerising. A dusky woman will buy a tube of imported fairness …