doi.org/10.12840/issn.2255-4165.021
Review paper

Unintended Effects of Advertising: An Updated Qualitative Review

Jie Xu
11
Review of Communication Research6.30
Volume: 8, Pages: 1 - 16
Published: Jan 1, 2020
Abstract
Like most strategic communication efforts, advertising produces both intended and unintended effects. However, there has been little systematic effort to synthesizing the unintended effects of advertising. This paper attempt to fill the gap in the literature. A thematic review was conducted to review the dimensions, types, and theories concerning the unintended effects of advertising. Variations of unintended effects in valence, levels of...
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Paper Details
Title
Unintended Effects of Advertising: An Updated Qualitative Review
DOI
doi.org/10.12840/issn.2255-4165.021
Published Date
Jan 1, 2020
Journal
Review of Communication Research
Volume
8
Pages
1 - 16
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