A History of Comparative Advertising in the United States

This historical monograph addresses a gap in the extensive scholarly research literature devoted to comparative advertising—especially that which contrasts the advertised product, service, or brand with an identifiable competitor—by exploring advertisers’ explanations for its appeal as a tactic throughout the previous century. Prior historical research confirms advertisers have long been aware of and greatly concerned about the unintended consequences of what they often called excessively competitive and combative advertising. Moreover, despite some thirty-five years of systematic scholarly research, two research teams recently concluded that the state of empirical knowledge regarding its effectiveness remains “equivocal.” By synthesizing the extensive theoretical and empirical research literature on comparative advertising and interpreting those findings from a historical perspective, this monograph offers uniquely significant insights into modern advertising’s history, theory, and practice.Yeshttps://us.sagepub.com/en-us/nam/manuscript-submission-guideline

One Hundred Years of Humor in American Advertising

This study addresses a gap in the extensive scholarly literature on advertising humor by exploring advertisers’ uses of humor and explanations for its broad appeal as a message tactic throughout the previous century. The study’s sources consist mainly of articles published in the important advertising trade journal Printers’ Ink, supplemented with more recent articles from contemporary marketing and advertising trade journals. An examination of the evolution of professional thought regarding humor indicates that its use during various periods often represented a response to perceptions of changing societal factors and the consequential need to attract greater attention to advertising, the more frequent use of emotional versus rational appeals, the belief that advertising should entertain, changing perceptions of the role of advertising, and the content of the entertainment media.Yeshttps://us.sagepub.com/en-us/nam/manuscript-submission-guideline

Turn-Taking and the Local Management of Conversation in a Highly Simultaneous Computer-Mediated Communication System

Ongoing inquiry in communication technology research includes the questions of whether and how users adapt communication to the relatively restricted codes provided by text-based computer-mediated communication (CMC). This study proposes that adaptations may be affected by the level of simultaneity in messaging that CMC systems afford users. This suggestion is examined through an analysis of the particular conversational management strategies afforded by a fully synchronous computer-mediated communication system in which message transmission is keystroke-by-keystroke. Conversation analyses performed on the transcript of a three-person online conversation suggest several conclusions: Despite the novelty of the system, the CMC users appropriated and adapted many techniques from face-to-face conversations for the local management of conversations, including turn taking, turn allocation, and explicit interruption management. At the time, turn exchange was accomplished by the use of overlapping intermittent talk followed by lengthy strategic pauses, rather than according to the “no gap, no overlap” ideal of spoken conversation. Overall, the computer-mediated exchanges appeared resilient to modality change, and users spontaneously and creatively employed both traditional and technical features of conversation management

Comparative Advertising Wars: An Historical Analysis of Their Causes and Consequences

This historical study contributes to the extensive literature on comparative advertising by examining the causes and consequences of comparative advertising wars; that is, when one advertiser responds to a direct or implied attack by another advertiser. Primary and secondary sources consist of articles published in historic and contemporary marketing and advertising trade journals, such as Printers’ Ink, Advertising & Selling, and Advertising Age. The findings reveal that well-publicized advertising wars occurred frequently between major U.S. advertisers throughout the twentieth century and into the twenty-first, and that they most often occurred in product and service markets characterized by intense competition. Many, if not most, advertisers’ principal motive for responding to a comparative advertising attack has been emotional rather than rational. The findings also reveal that advertising wars often became increasingly hostile, leading to negative consequences for all combatants, as well as a broad and negative social consequence in the form of potentially misleading advertising.Yeshttps://us.sagepub.com/en-us/nam/manuscript-submission-guideline

Competition and Combative Advertising: An Historical Analysis

Fred K. Beard (PhD, University of Oklahoma) is a professor of advertising in the Gaylord College of Journalism and Mass Communication, University of Oklahoma. His research interests include comparative advertising, advertising humor, and advertising history. His work has appeared in the Journal of Advertising, the Journal of Advertising Research, the Journal of Business Ethics, the Journal of Business Research, Journalism History, the Journal of Historical Research in Marketing, the Journal of Macromarketing, and the Journal of Marketing Communications, among others.Yeshttps://us.sagepub.com/en-us/nam/manuscript-submission-guideline

Finishing the euchromatic sequence of the human genome

The sequence of the human genome encodes the genetic instructions for human physiology, as well as rich information about human evolution. In 2001, the International Human Genome Sequencing Consortium reported a draft sequence of the euchromatic portion of the human genome. Since then, the international collaboration has worked to convert this draft into a genome sequence with high accuracy and nearly complete coverage. Here, we report the result of this finishing process. The current genome sequence (Build 35) contains 2.85 billion nucleotides interrupted by only 341 gaps. It covers ∼99% of the euchromatic genome and is accurate to an error rate of ∼1 event per 100,000 bases. Many of the remaining euchromatic gaps are associated with segmental duplications and will require focused work with new methods. The near-complete sequence, the first for a vertebrate, greatly improves the precision of biological analyses of the human genome including studies of gene number, birth and death. Notably, the human enome seems to encode only 20,000-25,000 protein-coding genes. The genome sequence reported here should serve as a firm foundation for biomedical research in the decades ahead

Sponsored-Research Activities in Journalism and Mass Communication Programs

The extent to which the nation's J/MC programs and their faculty participate in extramural sponsored-research activities had received little research attention prior to the national survey of J/MC administrators reported in this article. Findings reveal that more than 60% of the respondents' programs had produced at least one proposal for sponsored research during the year prior to the survey. Other results show (1) varying degrees of access to resources and training, (2) significant differences among J/MC programs based on institutional classification, and (3) that a variety of research services and resources significantly discriminate between J/MC programs that do and do not participate in sponsored research.Yeshttps://us.sagepub.com/en-us/nam/manuscript-submission-guideline