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Copywriters' Implicit Theories of Communication: An Exploration

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  • Kover, Arthur J

Abstract

Advertising copywriters, in common with other craftspeople, seemingly work without theories, even though their work exhibits insights about consumer motivation and behavior. This research explored the existence of implicit theories of communication among a sample of copywriters. The findings indicated that copywriters do articulate a common set of informal theories that are based on perceptions of the writing of advertising as an internal dialogue. Aspects of these implicit theories differ from many assumptions and findings of current formal theories of advertising. These differences exist in the areas of the nature of affect toward advertising, the nature of the connection between advertising and the brand advertised, and involvement with the advertising message. These implicit theories form the basis for suggesting changes in understanding copywriters' work and for academic and applied research on advertising and marketing. Copyright 1995 by the University of Chicago.

Suggested Citation

  • Kover, Arthur J, 1995. "Copywriters' Implicit Theories of Communication: An Exploration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 596-611, March.
  • Handle: RePEc:oup:jconrs:v:21:y:1995:i:4:p:596-611
    DOI: 10.1086/209421
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    Cited by:

    1. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
    2. Aneta Sokół & Kamila Słupińska, 2019. "Creative management of the advertising form and content," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(2), pages 842-861, December.
    3. Jose A Martínez, 2016. "The magic of ‘great’ linked to product names," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 179-196, March.
    4. Elad Granot, 2012. "Creative managers and managing creativity: a hermeneutic exploration," American Journal of Business, Emerald Group Publishing, vol. 26(2), pages 161-182.
    5. Rita Di Mascio, 2016. "Firms’ adoption of self-service technology: how managerial beliefs shape co-production decisions," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 79-97, June.
    6. Olsen, G. Douglas & Pracejus, John W. & O'Guinn, Thomas C., 2012. "Print advertising: White space," Journal of Business Research, Elsevier, vol. 65(6), pages 855-860.
    7. Cotte, June & Coulter, Robin A. & Moore, Melissa, 2005. "Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent," Journal of Business Research, Elsevier, vol. 58(3), pages 361-368, March.
    8. Didier Courbet & Marie-Pierre Fourquet-Courbet & Marc Vanhuele, 2007. "How Web Banner Designers Work: The Role of Internal Dialogues, Self-Evaluations, and Implicit Communication Theories," Post-Print sic_00288393, HAL.
    9. Chukwuemeka Chris Mbah & Chibuike Basil Nwatu & Ozoemena Christian Okafor, 2018. "Using Creativity Tools to Achieve Advertising effectiveness in Organizations," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 887-901, July.
    10. Feld, Sebastian & Frenzen, Heiko & Krafft, Manfred & Peters, Kay & Verhoef, Peter C., 2013. "The effects of mailing design characteristics on direct mail campaign performance," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 143-159.
    11. McQuarrie, Edward F., 2004. "Integration of construct and external validity by means of proximal similarity:: Implications for laboratory experiments in marketing," Journal of Business Research, Elsevier, vol. 57(2), pages 142-153, February.
    12. Christina L. Brown, 1999. "“Do the Right Thing:” Diverging Effects of Accountability in a Managerial Context," Marketing Science, INFORMS, vol. 18(3), pages 230-246.

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