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Journal of Advertising Volume 14, 1985 - Issue 4
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Original Articles

Is it Always as Simple as “Keep it Simple!”?

M. Carole Macklin
,
Norman T. Bruvold
&
Carol Lynn Shea
Pages 28-35 | Received 22 Feb 1985, Accepted 16 May 1985, Published online: 29 May 2013

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Veronika Papyrina. (2019) The Trade-off Between Quantity and Quality of Information in Gender Responses to Advertising. Journal of Promotion Management 25:1, pages 1-19.
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Dongwook Kim, Sanjay Mishra, Ze Wang & Surendra N. Singh. (2016) Insidious Effects of Syntactic Complexity: Are Ads Targeting Older Adults Too Complex to Remember?. Journal of Advertising 45:4, pages 509-518.
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Jérôme Blondé & Fabien Girandola. (2016) Revealing the elusive effects of vividness: a meta-analysis of empirical evidences assessing the effect of vividness on persuasion. Social Influence 11:2, pages 111-129.
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Alexandra Aguirre-Rodriguez. (2013) The Effect of Consumer Persuasion Knowledge on Scarcity Appeal Persuasiveness. Journal of Advertising 42:4, pages 371-379.
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Daniel C. Feldman, William O. Bearden & David M. Hardesty. (2006) VARYING THE CONTENT OF JOB ADVERTISEMENTS: The Effects of Message Specificity. Journal of Advertising 35:1, pages 123-141.
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Lucy Cochrane & Pascale Quester. (2005) Fear in Advertising. Journal of International Consumer Marketing 17:2-3, pages 7-32.
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Sanjay Putrevu, Joni Tan & KennethR. Lord. (2004) Consumer Responses to Complex Advertisements: The Moderating Role of Need for Cognition, Knowledge, and Gender. Journal of Current Issues & Research in Advertising 26:1, pages 9-24.
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GordonC. Bruner$suffix/text()$suffix/text(). (1998) Standardization & Justification: Do Aad Scales Measure Up?. Journal of Current Issues & Research in Advertising 20:1, pages 1-18.
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DarrelD. Muehling & Michelle McCann. (1993) Attitude toward the Ad: A Review. Journal of Current Issues & Research in Advertising 15:2, pages 25-58.
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Andrew B Seidenberg, Marcella H Boynton, Noel T Brewer, Allison J Lazard, Paschal Sheeran & Kurt M Ribisl. (2024) Effects of Modified Risk Tobacco Product Claims on Consumer Responses. Nicotine and Tobacco Research 26:4, pages 435-443.
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Myungkeun Song, Breffni M. Noone & Rachel J. Han. (2019) An examination of the role of booking lead time in consumers’ reactions to online scarcity messages. International Journal of Hospitality Management 77, pages 483-491.
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Timm F. Wagner, Christian V. Baccarella & Kai-Ingo Voigt. (2017) Communicating technological innovations. European Journal of Innovation Management 20:3, pages 392-405.
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Reem Ramadan. (2016) Young Syrian Consumer Styles. International Journal of Market Research 58:6, pages 835-857.
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Ping Du, Chris Miller, Erin MacDonald & Paul Gormley. (2015) Review of supporting and refuting evidence for Innovation Engineering practices. Design Science 1.
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Even Johan Lanseng & Maarten L. Majoor. (2013) The Relative Importance Of Advertising Elements And The Roles Of Sex (Gender) And Involvement. Beta 27:2, pages 97-111.
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Rik PietersMichel WedelRajeev Batra. (2010) The Stopping Power of Advertising: Measures and Effects of Visual Complexity. Journal of Marketing 74:5, pages 48-60.
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HAERAN JAE, DEVON S. DELVECCHIO & DEBORAH COWLES. (2008) Picture–Text Incongruency in Print Advertisements among Low‐ and High‐Literacy Consumers. Journal of Consumer Affairs 42:3, pages 439-451.
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Samuel D. BradleyIIIIII & Robert Meeds. (2008) The Effects of Sentence‐Level Context, Prior Word Knowledge, and Need for Cognition on Information Processing of Technical Language in Print Ads. Journal of Consumer Psychology 14:3, pages 291-302.
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Samuel D. Bradley & Robert Meeds. (2002) Surface‐structure transformations and advertising slogans: The case for moderate syntactic complexity. Psychology & Marketing 19:7-8, pages 595-619.
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Yoo-Kyung Kim. (2016) Cognigraphic Analysis of Headline Impact on Advertising Recall. International Area Review 2:1, pages 175-188.
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Tina M. Lowrey. (2008) The Effects of Syntactic Complexity on Advertising Persuasiveness. Journal of Consumer Psychology 7:2, pages 187-206.
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WILLIAM H. MOTES, CHADWICK B. HILTON & JOHN S. FIELDEN. (2016) Reactions to Lexical, Syntactical, and Text Layout Variations of a Print Advertisement. Journal of Business and Technical Communication 6:2, pages 200-223.
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David L. Williams, John D. Beard & J. Patrick Kelly. (1991) The readability of direct-mail copy. Journal of Direct Marketing 5:1, pages 27-34.
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