You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Dilemma of Creative Advertising
Journal of Marketing
Vol. 25, No. 2 (Oct., 1960), pp. 1-6
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1248603
Page Count: 6
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
Why does so much of our contemporary advertising violate the rules of effective communication, the application of which could easily increase the power of advertising? This article explains why... by pointing out several factors which have been overlooked or misunderstood in advertising theory. It also tells how the advertiser can make his advertising operate much more effectively.
Journal of Marketing © 1960 American Marketing Association