This thesis aims to evaluate whether humorous television commercials (TVCs) work for non-prescription drugs, known as “over-the-counter” (OTC). The construct humor in advertising is controversial since it involves complex ...

I examined advertising of healthy and unhealthy food and beverage products across television, Facebook, outdoors, and bodegas. I used content analysis to describe the types of advertised food products, the persuasive ...

In a 2x2 between-subjects experimental design with 206 participants and three previous exploratory studies with 112 additional subjects, the author proposes a model that presents social advertising (i.e., green advertisements) ...

Los tiempos modernos han aportado un sinfín de nuevos descubrimientos y avances, tanto tecnológicos como de comunicación. La sociedad ha avanzado junto con ellos y es por esta razón que las empresas necesitan cada vez ...

OBJECTIVES: One strategy to prevent the onset of non-communicable diseases is to motivate healthy lifestyles through health media messages. In Peru, the food industry is currently implementing such strategy with health ...