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| Author: | Fay, M. Currier, G. |
| Title: | The rise and fall of the copy point: The changing information content of print advertisements from 1953-1988 |
| Journal: | European Journal of Marketing
1994 : VOL. 28:10 p. 19-31 |
| Index terms: | ADVERTISING NEWSPAPER ADVERTISING ADVERTISING RESEARCH |
| Language: | eng |
| Abstract: | The extent to which advertisers choose to make more or less use of "informative copy", or "copy points", as a communicative and persuasive technique, represents a model of how an advertisement will work. With changing media technology, changing popular culture, and changing advertising fashions, it might be expected that models of effective advertising would change over time. Such changes would be reflected in the use of "copy points" in advertisements. Using a variant on the methodology developed by Resnik and Stern, extends research on the information content of advertising copy through a study of magazine advertisements over a period of 40 years. The number of copy points contained in an advertisement rose steadily from 1953 until the late 1970s. |
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