IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v21y1995i4p596-611.html
   My bibliography  Save this article

Copywriters' Implicit Theories of Communication: An Exploration

Author

Listed:
  • Kover, Arthur J

Abstract

Advertising copywriters, in common with other craftspeople, seemingly work without theories, even though their work exhibits insights about consumer motivation and behavior. This research explored the existence of implicit theories of communication among a sample of copywriters. The findings indicated that copywriters do articulate a common set of informal theories that are based on perceptions of the writing of advertising as an internal dialogue. Aspects of these implicit theories differ from many assumptions and findings of current formal theories of advertising. These differences exist in the areas of the nature of affect toward advertising, the nature of the connection between advertising and the brand advertised, and involvement with the advertising message. These implicit theories form the basis for suggesting changes in understanding copywriters' work and for academic and applied research on advertising and marketing. Copyright 1995 by the University of Chicago.

Suggested Citation

  • Kover, Arthur J, 1995. "Copywriters' Implicit Theories of Communication: An Exploration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 596-611, March.
    • Handle: RePEc:oup:jconrs:v:21:y:1995:i:4:p:596-611
    DOI: 10.1086/209421
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/209421
    Download Restriction: no
    File URL: https://libkey.io/10.1086/209421?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
    2. Aneta Sokół & Kamila Słupińska, 2019. "Creative management of the advertising form and content," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(2), pages 842-861, December.
    3. Jose A Martínez, 2016. "The magic of ‘great’ linked to product names," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 179-196, March.
    4. Elad Granot, 2012. "Creative managers and managing creativity: a hermeneutic exploration," American Journal of Business, Emerald Group Publishing, vol. 26(2), pages 161-182.
    5. Rita Di Mascio, 2016. "Firms’ adoption of self-service technology: how managerial beliefs shape co-production decisions," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 79-97, June.
    6. Olsen, G. Douglas & Pracejus, John W. & O'Guinn, Thomas C., 2012. "Print advertising: White space," Journal of Business Research, Elsevier, vol. 65(6), pages 855-860.
    7. Cotte, June & Coulter, Robin A. & Moore, Melissa, 2005. "Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent," Journal of Business Research, Elsevier, vol. 58(3), pages 361-368, March.
    8. Didier Courbet & Marie-Pierre Fourquet-Courbet & Marc Vanhuele, 2007. "How Web Banner Designers Work: The Role of Internal Dialogues, Self-Evaluations, and Implicit Communication Theories," Post-Print sic_00288393, HAL.
    9. Chukwuemeka Chris Mbah & Chibuike Basil Nwatu & Ozoemena Christian Okafor, 2018. "Using Creativity Tools to Achieve Advertising effectiveness in Organizations," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 887-901, July.
    10. Feld, Sebastian & Frenzen, Heiko & Krafft, Manfred & Peters, Kay & Verhoef, Peter C., 2013. "The effects of mailing design characteristics on direct mail campaign performance," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 143-159.
    11. McQuarrie, Edward F., 2004. "Integration of construct and external validity by means of proximal similarity:: Implications for laboratory experiments in marketing," Journal of Business Research, Elsevier, vol. 57(2), pages 142-153, February.
    12. Christina L. Brown, 1999. "“Do the Right Thing:” Diverging Effects of Accountability in a Managerial Context," Marketing Science, INFORMS, vol. 18(3), pages 230-246.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:21:y:1995:i:4:p:596-611. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.