The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient
Abstract
The purpose of this paper is to present a revised communication model that describes advertising by drawing upon its kinship with crafted text rather than with everyday speech. The model expands the traditional communication triad by inscribing advertisers, promotional text, and consumers as multidimensional participants in a complex interactive process. The paper begins by presenting the rationale for treating commercial messages as written “text” and recategorizing them as more complex than the oral discourse of word-of-mouth conversations. It next summarizes the steps by which the original oral communication model is transformed from speech to literature to advertising. It then discusses the expanded triad, considering multiple aspects of the source, the message, and consumer-recipients. It concludes with suggestions for research using the revised model to investigate gaps in knowledge about source credibility, message/media effects, and the interactive consumer.
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Cites
Grice, H. P. (1975) · Speech Acts · doi:10.1163/9789004368811_003 · Cited by 23,221
Cited by
Word of mouth: understanding and managing referral marketing
Buttle, F. A. (1998) · Journal of Strategic Marketing · doi:10.1080/096525498346658 · Cited by 916
Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002) · Journal of Marketing Theory and Practice · doi:10.1080/10696679.2002.11501916 · Cited by 467
Choi, S. M., & Rifon, N. J. (2002) · Journal of Interactive Advertising · doi:10.1080/15252019.2002.10722064 · Cited by 248
An, J., Kwak, H., Jung, S.-G., Salminen, J., & Jansen, B. J. (2018) · Social Network Analysis and Mining · doi:10.1007/s13278-018-0531-0 · Cited by 164
Prepurchase Attribute Verifiability, Source Credibility, and Persuasion
Jain, S. P., & Posavac, S. S. (2001) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp1103_03 · Cited by 154
Metadata
- Authors
- Stern, B. B.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1994-06
- Volume
- 23
- Issue
- 2
- Pages
- 5-15
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2002588817
- Cited by
- 225
- References
- 1
- FWCI
- 4.12
- Type
- journal article
- Language
- en
- Open access
- closed
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- Stern, B. B. (1994). A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient. Journal of Advertising. https://doi.org/10.1080/00913367.1994.10673438
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
