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The Functions of Advertising in Our Culture

Irving S. White
Journal of Marketing
Vol. 24, No. 1 (Jul., 1959), pp. 8-14
DOI: 10.2307/1249358
Stable URL: http://www.jstor.org/stable/1249358
Page Count: 7
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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 Functions of Advertising in Our Culture
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Abstract

What are advertising's limits and potentialities? The author shows how three major variables in the communication process between advertising and the consumer-cultural attitudes; brand imagery; and direct experience with a product-are related to advertising effectiveness.

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