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This study investigates the moderating roles of self-construal and need for cognition (NFC) on brand attitudes and purchase intentions in response to comparative versus noncomparative advertising. To enhance reliability and external validity, the study is conducted in two culturally and economically distinct countries, Thailand and the United States. Independent self-construal exerts a moderating effect in both countries. Furthermore, as expected, this effect is observed for consumers with low but not high NFC. Unexpectedly, however, for low-NFC consumers, comparative ads are more persuasive among those with low rather than high independent self-construal. Heightened situational involvement, evoked by incongruity between self-construal and ad message structure, appears to be the psychological mediator underlying this effect. [ABSTRACT FROM AUTHOR]

Humor is a commonly used communication tool in American advertising, but little is known about what makes an ad more or less humorous. This study examines a sample of television ads to determine whether recent psycholinguistic theories of humor can help explain why certain ads that intend to be humorous are perceived as such while others are less successful. For example, ads which employed a contrast between everyday life and the unexpected were generally perceived as more humorous than those employing a contrast between everyday life and the impossible. The theoretical and applied implications of such findings are discussed. [ABSTRACT FROM AUTHOR]

Presents information on a study that examined the structural and cultural characteristics of television advertising that uses humor in Japan. Methodology of the study; Results and discussion on the study.

The personal and social costs of unintended pregnancy and HIV infection point to the need for ongoing research designed to enhance the effectiveness of preventive advert/sing, particularly to those segments at greatest risk. One segment that appears to be at significant risk is comprised of individuals who experience high levels of guilt about sex. This study seeks to determine whether high sex-guilt (SG) individuals are unique in their processing, recall, and evaluative responses to advertising for condoms. Two hundred fifty-two college-aged men and women were randomly assigned to two versions of a condom advertisement that differed in terms of self-referencing vs. other-referencing in the message copy. A 2 x 2 x 3 (Gender x Self-Versus Other-Referencing Message Copy x High, Moderate, and Low Sex Guilt), between subjects ANOVA design was used to test hypothesized relationships. For female, but not male, participants, high SG was inversely related to depth of processing, recall, positive thoughts about the ad, and perceived credibility of the ad. For both genders, high SG was inversely related to perceived ad informativeness, attitude toward the ad, and attitude toward the brand. Message design interacted with SG and gender on an important outcome measure--purchase intention. Study implications are discussed, and avenues for future research are suggested. [ABSTRACT FROM AUTHOR]