The main purpose of the present study concerns the investigation of how afro-descendants individuals have been portrayed by Brazilian magazine advertisements along the timeframe ranging from 1968 up to 2006. The aim is to identify any progress, setback or stabilisation on the way these...

Newspapers are two-sided platforms that sell their product both to readers and advertisers. Media firms in general, and newspapers in particular, are considered important providers of information, culture and language in most countries. Newspapers are therefore given preferential tax treatment....

Newspapers' advertising revenues have declined sharply in recent decades. We build a model to investigate the consequences on newspapers' content and prices of a reduction in advertisers' willingness to pay. Newspapers choose the size of their newsroom, and readers are heterogeneous in the...

The exponential growth in digital media has raised questions about the relevance of printmedia in the overall marketing mix. In this study, we evaluate the relative effectiveness of printand digital media in advertising using a multi-methodological approach. Using eye-tracking...

Children are not only precious in society; they are the future of any nation. These are assertions that sensitize this study as an examination of the ways that advertising professionals utilize children to achieve persuasive goals. Eight advertisements oriented in the features of children were...

India has the largest print market in the world and is growing at a faster rate with the increasing literacy rate. Advertising media spends close to 108 bn on advertising in over 1,000 periodicals published in 18 languages in India. Based on the existing literature about attitudes toward...