Les Carlson

Introduction to the Special Issue on Advertising Theory
Marketing Theory 2004 4: 5-6. [PDF]  

Xiaoli Nan and Ronald J. Faber

Advertising Theory: Reconceptualizing the Building Blocks
Marketing Theory 2004 4: 7-30. [Abstract] [PDF] [References]  

Robert E. Smith and Xiaojing Yang

Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence
Marketing Theory 2004 4: 31-58. [Abstract] [PDF] [References]  

Eun-Ju Lee and David W. Schumann

Explaining the Special Case of Incongruity in Advertising: Combining Classic Theoretical Approaches
Marketing Theory 2004 4: 59-90. [Abstract] [PDF] [References]  

Peter W. Reed and Michael T. Ewing

How Advertising Works: Alternative Situational and Attitudinal Explanations
Marketing Theory 2004 4: 91-112. [Abstract] [PDF] [References]  

Barbara J. Phillips and Edward F. McQuarrie

Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising
Marketing Theory 2004 4: 113-136. [Abstract] [PDF] [References]  

Christopher D. Hopkins, Mary Anne Raymond, and Anu Mitra

Consumer Responses to Perceived Telepresence in the Online Advertising Environment: The Moderating Role of Involvement
Marketing Theory 2004 4: 137-162. [Abstract] [PDF] [References]  

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