77
Views
23
CrossRef citations to date
0
Altmetric
Original Articles

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

Pages 28-35 | Received 22 Feb 1985, Accepted 16 May 1985, Published online: 29 May 2013

References

  • Abruzzini , Pompeo . 1967 . “Measuring Language Difficulty in Advertising Copy . ” Journal of Marketing , 31 : 22 – 26 .
  • Alesandrini , Kathryn Lutz . 1982 . “Imagery-Eliciting Strategies and Meaningful Learning,” . Journal of Mental Imagery , 6 : 125 – 40 .
  • Alesandrini , Kathryn Lutz . 1983 . “Strategies That Influence Memory for Advertising Communications,” . In Information Processing Research in Advertising , Edited by: Harris , R. J. Hillsdale , NJ : Lawrence Erlbaum Associates, Publishers .
  • Anderson , John R. and Bower , Gordon H. 1979 . Human Associative Memory , Washington , DC : V.H. Winston .
  • Anderson , Rolph E. and Jolson , Marvin A. 1980 . “Technical Wording in Advertising: Implications for Market Segmentation,” . Journal of Marketing , 44 1 : 57 – 66 .
  • Begg , Ian and Paivio , Allan . 1969 . “Concreteness and Imagery in Sentence Meaning,” . Journal of Verbal Learning and Verbal Behavior , 8 : 821 – 27 .
  • Bellizzi , Joseph A. and Mohr , Jacqueline J. “Technical Versus Nontechnical Wording of Industrial Print Advertising,” . Educators' Proceedings . Edited by: Belk , R. W. Vol. 50 , pp. 171 – 75 . American Marketing Association .
  • Borgida , Eugene . 1979 . “Character Proof and the Fireside Induction,” . Law and Human Behavior , 3 : 189 – 202 .
  • Dale , Edgar and Chall , Jeanne S. 1948 . “A Formula for Predicting Readability: Instructors,” . Educational Research Bulletin , 27 : 37 – 54 .
  • Edell , Julie A. and Staelin , Richard . 1983 . “The Information Processing of Pictures in Print Advertisements,” . Journal of Consumer Research , 10 1 : 45 – 61 .
  • Engel , James F. , Warshaw , Martin R. and Kinnear , Thomas C. 1983 . Promotional Strategy: Managing the Marketing Communications Process , Homewood , IL : Richard D. Irwin, Inc. .
  • Fry , Edward . 1977 . “Fry's Readability Graph: Clarifications, Validity, and Extension to Level 17,” . Journal of Reading , December : 242 – 52 .
  • Goodwin , Stephen and Etgar , Michael . 1980 . “An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class,” . Journal of Marketing Research , XVII May : 187 – 202 .
  • Greenwald , Anthony G. 1968 . “Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change,” . In Psychological Foundations of Attitudes , Edited by: Greenwald , A. G. , Brock , T. C. and Ostrom , T. M. New York : Academic Press .
  • Holbrook , Morris B. 1978 . “Beyond Attitude Structure: Toward the Informational Determinants of Attitude,” . Journal of Marketing Research , XV November : 545 – 56 .
  • Johnson , Marcia K. , Bransford , John D. , Nyberg , Stanley E. and Cleary , John J. 1972 . “Comprehension Factors in Interpreting Memory for Abstract and Sentences,” . Journal of Verbal Learning and Verbal Behavior , 11 : 451 – 54 .
  • Kisielius , Jolita and Sternthal , Brian . 1984 . “Detecting and Explaining Vividness Effects in Attitudinal Judgments,” . Journal of Marketing Research , XXI February : 54 – 64 .
  • Moeser , Shannon D. 1974 . “Memory for Meaning and Wording in Concrete and Abstract Sentences,” . Journal of Verbal Learning and Verbal Behavior , 13 : 682 – 97 .
  • Montague , William E. and Carter , John F. 1973 . “Vividness of Imagery in Recalling Connected Discourse,” . Journal of Educational Psychology , 64 : 72 – 75 .
  • Nisbett , Richard and Ross , Lee . 1980 . Human Inference: Strategies and Shortcomings of Social Judgment , Englewood Cliffs , NJ : Prentice-Hall .
  • Osgood , Charles E. , Suci , George and Tannenbaum , Percy H. 1957 . The Measurement of Meaning , Urbana , IL : University of Illinois Press .
  • Paivio , Allan . 1971 . Imagery and Verbal Processes , New York : Holt, Rinehart and Winston .
  • Rossiter , John R. and Percy , Larry . 1978 . “Visual Imaging Ability as a Mediator of Advertising Response,” . In Advances in Consumer Research , Edited by: Hunt , H. K. Vol. V , 621 – 29 . Ann Arbor , MI : Association for Consumer Research .
  • Shuptrine , Kelly F. and McVicker , Daniel D. 1981 . “Readability Levels of Magazine Ads,” . Journal of Advertising Research , 21 5 : 45 – 52 .
  • Taylor , Shelley E. and Thompson , Suzanne C. 1982 . “Stalking the Elusive ‘Vividness’ Effect,” . Psychological Review , 89 2 : 155 – 81 .
  • Tirre , William C. , Manelis , Leon and Leicht , Kenneth L. 1979 . “The Effects of Imaginal and Verbal Strategies on Prose Comprehension by Adults,” . Journal of Reading Behavior , 11 : 99 – 106 .
  • Toglia , Michael P. and Battig , William F. 1978 . Handbook of Semantic Word Norms , Hillsdale , NJ : Lawrence Erlbaum Associates, Publishers .
  • Wademan , Victor . 1981 . Money Making Advertising: A Guide to Advertising That Sells , New York : Wiley .
  • Wright , Peter . 1979 . “Concrete Action Plans in TV Messages to Increase Reading of Drug Warnings,” . Journal of Consumer Research , VIVI : 256 – 69 . 3
  • Yuille , John C. and Paivio , Allan . 1969 . “Abstractness and Recall of Connected Discourse,” . Journal of Experimental Psychology , 82 : 467 – 71 .
  • Zinkhan , George M. and Martin , Claude R. Jr. 1983 . “Message Characteristics and Audience Characteristics: Predictors of Advertising Response,” . In Advances in Consumer Research , Edited by: Bagozzi , R. P. and Tybout , A. M. Vol. X , 27 – 31 . Ann Arbor , MI : Association for Consumer Research .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.