M.E. Sharpe, Inc. - Journal Information

Journal of Advertising
Editor: Marla B. Royne, University of Memphis (mstaffrd@memphis.edu)
Senior Associate Editor: Eric Haley, University of Tennessee
Associate Editor: Amanda Bower, Washington and Lee University
Associate Editor: Patrick De Pelsmacker, University of Antwerp
Associate Editor: Kim Bartel Sheehan, University of Oregon
Associate Editor: Julie A. Ruth, Rutgers University--Camden

The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising. The Journal of Advertising is edited by Marla Royne Stafford, Fogelman College of Business, University of Memphis, Memphis, TN 38152. Tel: 901-678-2499, Fax 901-678-2685, e-mail joa@memphis.edu.

" The Journal of Advertising is a state-of-the-art, high level academic journal that is actually reader friendly and easily applicable to current issues in communications." Judy Zaichkowsky, Simon Fraser University

"Journal of Advertising provides an important publication outlet for papers in the specialization of advertising. Of the many academic journals with a primary focus on advertising theory and research, the Journal of Advertising is by far the most widely respected and read." David W. Stewart, University of California, Riverside

"Journal of Advertising is the world's leading academic journal exclusively devoted to the field of advertising." Roland T. Rust, University of Maryland

"As a practitioner I have relied on JA for over ten years to keep me current on how advertising works. The journal has helped make me more valuable to my clients as well as constantly renewing my intellectual energies." Christine Wright-Isak, Northlight Marketing

The Journal of Advertising is now available in the JSTOR Archive as part of the Arts & Sciences VI and Business II Collections.

Abstracting and Indexing: The articles in this journal are indexed/abstracted in Communication Abstracts, Current Contents/Social and Behavioral Sciences, Emerald Management Reviews, International Bibliography of the Social Sciences, Journal Citation Reports/Social Sciences Edition, PsycINFO, ProQuest Database, Scopus, Social Sciences Citation Index, and Social Scisearch.

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ISSN:	Current volume:	Frequency Per Year:
0091-3367	Vol. 39 No. 2 (Summer 2010 - Spring 2011)	4

U.S. Individual Subscription Rate: $79.00
U.S. Institutional Subscription Rate: $262.00
Foreign Individual Subscription Rate: $99.00
Foreign Institutional Subscription Rate: $297.00

Editorial Board Editorial Review Board Chris T. Allen, University of Cincinnati; J. Craig Andrews, Marquette University; Andrew Aylesworth, Bentley College; Laurie Babin, University of Louisiana Monroe; Stacey Menzel Baker, University of Wyoming; William E. Baker, San Diego State University; Michael J. Barone, University of Louisville; William O. Bearden, University of South Carolina; Michael A. Belch, San Diego State University; Steve Bellman, Murdoch University; Subodh Bhat, San Francisco State University; Abhijit Biswas, Wayne State University; Paul Fitzgerald Bone, West Virginia University; Anne M. Brumbaugh, College of Charleston; Alan J. Bush, University of Memphis; Hugh M. Cannon, Wayne State University; Dena Cox, Indiana University; George Deitz, University of Memphis; Denise E. Delorme, University of Central Florida; Naveen Donthu, Georgia State University; Steven M. Edwards, Southern Methodist University; John B. Ford, Old Dominon University; Charles F. Frazer, University of Oregon; Mary C. Gilly, University of California--Irvine; Stephen J. Gould, Baruch College--CUNY; Stacy Landreth Grau, Texas Christian University; Curtis P. Haugtvedt, Ohio State University; Daniel J. Howard, Southern Methodist University; Mariea Hoy, University of Tennessee; Michael Hyman, New Mexico State University; Jacqueline J. Kacen, University of Houston; Michael A. Kamins, University of Southern California; William E. Kilbourne, Clemson University; Philip J. Kitchen, University of Hull; Eunju Ko, Yonsei University; Richard H. Kolbe, Kent State University; Carrie La Ferle, Southern Methodist University; Russell N. Laczniak, Iowa State University; John L. Lastovicka, Arizona State University; Michael S. LaTour, University of Nevada--Las Vegas; Wei-Na Lee, University of Texas; Carolyn A. Lin, University of Connecticut; Tina Lowery, University of Texas--San Antonio; David Luna, Baruch College--SUNY; Wendy Macias, University of Georgia; John A. McCarty, College of New Jersey; Margaret Morrison, University of Tennessee; George Moschis, Georgia State University; Darrel D. Muehling, Washington State University; Peter Neijens, University of Amsterdam; Shintaro Okazaki, University Autonoma de Madrid; Cele C. Otnes, University of Illinois; Carol J. Pardun, University of South Carolina; Barbara J. Phillips, University of Saskatchewan; Gerard P. Prendergast, Hong Kong Baptist University; Sanjay Putrevu, SUNY--Albany; Tom Reichert, University of Georgia; Jef I. Richards, University of Texas at Austin; Shelly Rodgers, University of Missouri--Columbia; John R. Rossiter, University of Wollongong; Herbert Jack Rotfeld, Auburn University; Martin S. Roth, University of South Carolina; Cristel A. Russell, Auckland University of Technology; Manfred Schwaiger, Ludwig-Maximilians-University Munich; Trina Sego, Boise State University; Lawrence C. Soley, Marquette University; Charles R. Taylor, Villanova University; Brian D. Till, St.Louis University; Spencer Tinkham, University of Georgia; Bruce G. Vanden Bergh, Michigan State University; Marc G. Weinberger, University of Massachusetts; Tommy E. Whittler, DePaul University; Seounmi Youn, Emerson College; Judith L Zaichkowsky, Simon Fraser University
Senior Advisory Board Chris T. Allen, Southern Methodist University; J. Craig Andrews, University of Nebraska; Andrew Aylesworth, University of Minnesota; Laurie Babin, University of Georgia; Stacey Menzel Baker, Texas A&M University; William E. Baker, University of Michigan; Michael J. Barone, University of Wisconsin; William O. Bearden, University of Georgia; Michael A. Belch, University of Southern California

Table of Contents
Summer 2010
Vol. 39 No. 02

Articles


Measuring Soft-Sell Versus Hard-Sell Advertising Appeals

Shintaro Okazaki, Barbara Mueller, and Charles R. Taylor	5
The Implications of Third-Party Customer Complaining for Advertising Efforts

J. Joseph Cronin, Jr., and Gavin L. Fox	21
The Moderating Influence of Consumers' Temporal Orientation on the Framing of Societal Needs and Corporate Responses in Cause-Related Marketing Campaigns

Andrea Heintz Tangari, Judith Anne Garretson Folse, Scot Burton, and Jeremy Kees	35
Meaning Matters
Polysemy in Advertising
Stefano Puntoni, Jonathan E. Schroeder, and Mark Ritson	51
Promising Attributes and Experiences
Attitudinal Responses to Functional Versus Experiential Ad Claims and the Moderating Role of Involvement
Bendik Meling Samuelsen and Lars Erling Olsen	65
Consumer Responses to Christian Religious Symbols in Advertising

Valerie A. Taylor, Diane Halstead, and Paula J. Haynes	79
Advertising Creativity in Korea
Scale Development and Validation
Byoung Hee Kim, Sangpil Han, and Sukki Yoon	93
Fortuitous Brand Image Transfer
Investigating the Side Effect of Concurrent Sponsorships
Francois A. Carrillat, Eric G. Harris, and Barbara A. Lafferty	109

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