Logic and Illogic in the Advertising Process
- 1 June 1967
- journal article
- Published by SAGE Publications in Journalism Quarterly
- Vol. 44 (2) , 231-239
- https://doi.org/10.1177/107769906704400203
Abstract
Ninety college students looking both at ads and at illogical re-statements of their contents were prone to accept the illogic—perhaps because they were looking for what the advertiser would have liked most to say.Keywords
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