Sources for further reading:

• Nelson, Michelle and Hye-Jin, Paek (2008), “Nudity of female and male models in primetime TV advertising across seven countries”, International Journal of Advertising, Vol. 27, Issue 5, p715-744. A paper examining TV advertising and nudity across cultures.

• Broadbent, Tim (2008), “Does advertising grow markets?”, International Journal of Advertising, Vol. 27 Issue 5, p745-770. A paper examining the successful marketing campaigns to determine whether advertising increases market size.

• Okazaki, Shintaro and Mueller, Barbara (2008), “Evolution in the usage of localized appeals in Japanese and American print advertising”, International Journal of Advertising, Vol. 27 Issue 5, p771-798. A paper examining the shift of local appeals in Japanese and American advertising.

• Sasser, Sheila L. and Koslow, Scott (2008), “Desperately seeking Advertising Creativity”, Journal of Advertising, Vol. 37 Issue 4, p5-19. A paper offering a perspective of advertising creativity research through the 3 P’s framework.

• West, Douglas C., Kover, Arthur J. and Caruana, Albert (2008), “Practitioner and Customer views of Advertising Creativity”, Journal of Advertising, Vol. 37 Issue 4, p35-45. A paper examining the different perceptions of advertising creativity between practitioners and customers.

• Heiser, Robert S., Sierra, Jeremy J. and Torres, Ivonne M. (2008), “Creativity via Cartoon Spokespeople in Print Ads”, Journal of Advertising, Vol. 37 Issue 4, p75-84. A paper which investigates consumer responses to animated effects in print ads.

• Chang, William Li and Lii, Peirchyi (2008), “Luck of the Draw: Creating Chinese Brand Names”, Journal of Advertising Research; Dec2008, Vol. 48 Issue 4, p523- 530. A paper examining the association between branding practices and supernatural beliefs in China.

• Kitchen, Philip J., Kim, Ilchul and Schultz, Don E. (2008), “Integrated Marketing Communications: Practice Leads Theory”, Journal of Advertising Research, Vol. 48 Issue 4, p531-546. A paper examining the movement of IMC from theory to practice.

• Quinn, Candace (2008), “Advertising Gone to Far?”, Marketing Health Services, Vol. 28 Issue 4, p20-23. A paper examining the ethical facets of advertising medical services.

• Ha, Louisa and McCann, Kim (2008), “An integrated model of advertising clutter in offline and online media”, International Journal of Advertising, Vol. 27 Issue 4, p569-592. A paper examining advertising clutter through the distinctive characteristics of the online media.

• Poels, Karolien and Dewitte, Siegfried (2008), “Getting a line on Print Ads”, Journal of Advertising, Vol. 37 Issue 4, p63-74. A paper examining ad creativity from an emotional perspective.

• Mau, Gunnar, Silberer, Günter and Constien, Christoph (2008), “Communicating Brands Playfully”, International Journal of Advertising, Vol. 27 Issue 5, p827-851. A paper examining the effects of brand placements in computer games on brand and game attitudes.